It’s been a busy year in digital healthcare marketing. Email marketing continued to be one of the most productive digital channels, though refinements were necessary to meet the needs of mobile users and millenials. Low-see/no-see rules, heavy patient loads, and overflowing email inboxes forced marketers to rethink proven communication strategies. And concerns about digital ad fraud increased the demand for accountable media.
At the same time, the introduction of audience identity management technology presented new opportunities for sophisticated segmentation and targeting, multi-channel marketing strategies, and audience verification. Some of our most popular blogs from 2016 highlight these key trends. In case you missed something critical, here’s a quick look back.
A Changing Healthcare Landscape
Mobile devices and tech-savvy millenials hastened digital innovation in healthcare marketing, but experts reminded us that HCPs are people too.
- 4 Mobile Healthcare Trends: To ensure that your email engages HCPs, it must render across multiple devices.
- The Truth about Millennial Physicians and Email Marketing: Millennial physicians are changing the way HCPs consume and share information.
- Want to Amplify HCP Engagement? Think Human: Don’t get caught up in digital for digital’s sake.
Authenticated Email Data
Regardless of changing digital strategies, an authenticated database remained the foundation of effective email marketing campaigns.
- Are Pharmas Emailing Doctors or Porn Stars? A lighthearted look at the serious consequences of using unauthenticated email data.
- Leveraging the AMA Physician Masterfile in Your Email Marketing Strategy: First-party sourcing and DMD’s role as an AMA Database Licensee are key to database accuracy and coverage.
- 4 Critical Components of Email Authentication: A closer look at the process we follow to ensure database quality.
- How to Write a Killer Email Subject Line: Four tips to help you write subject lines that stand out in a crowded inbox.
Audience Identity Management
After years of guessing who your website visitors really are, you can now use our Audience Identity Manager℠ to know exactly which HCPs visit your websites—in real time, without a login.
- Stop Daydreaming. Audience Identity Management Is a Reality: Learn how it’s possible for audience identity management technology to report the name, NPI number, specialty, and geographic location of HCP visitors to your websites.
- 4 Features of Audience Identity Management That Every HCP Marketer Should Know: Understand why AIM doesn’t require logins, and how AIM tags differ from cookies.
- Audience Identity Management and the Email Channel: There’s an important connection between our authenticated physician database and audience identity management technology.
Early AIM data is already uncovering surprising insights into how physicians and other HCPs use healthcare websites. In 2017, we’ll explore how you can use this information to improve specific marketing assets, cross-channel strategies, and ultimately, digital marketing ROI. We’ll also consider how AIM can be used to verify online audiences, both on your own websites and on the healthcare sites, including medical publications, where you place ads.