When security personnel check our IDs at the airport, they don't just glance at the name to ensure it matches the one on the plane ticket. After all, that just proves that the person has an ID with the correct name; it doesn't prove that the person is who he or she claims to be. To verify that, you need to compare the photograph on the ID to the face of the person going through security.
When it comes to obtaining email addresses for healthcare professionals (HCPs), the difference between those two screening methods relates to the difference between opt-in sourcing and authenticated opt-in sourcing. When you have people opt in to your email list, you're likely to get a valid email address, but not necessarily that of an HCP.
By contrast, when you authenticate your email list, you know you're getting a valid email address that belongs to a valid HCP. DMD processes addresses through multiple programs to ensure email record accuracy and functionality. These four critical programs include: AMA authentication, domain matching, email name matching, email validation, and ongoing quality control.
Domain Matching: Reaching HCPs Where They Practice
Our first check is known as domain matching, which compares the email address’s domain – the portion of the HCP's email address after the "@" symbol – to the known domains for HCP’s place of practice. We match every incoming email address to the DMD-approved domain list. If we don't find a domain, we process the records through our proprietary DMD Domains Registrant program that checks for acceptable domains.
Email Name Matching: Linking Addresses to the AMA Masterfile
Every email address we evaluate is linked to the corresponding physician listed in the American Medical Association's (AMA's) Masterfile using multiple match and omit processes. The Masterfile offers current and historical information on 1.4 million doctors, medical students, and residents. All email records must pass all screenings prior to inclusion into DMD's physician email database.
Email Validation: Culling the Good Email Addresses and Erasing the Bad
Each email record included in our physician email database must meet two standards. First, it must have been obtained directly from the source. Second, the address must be authenticated through the processes we've described. Using those criteria, we then identify the addresses that don't conform to DMD's standards and screen them out of our database.
Ongoing Quality Assurance for Compliance and Campaign Efficacy
Creating an authenticated email list is an ongoing process, not an event. In order to keep your company compliant with the CAN-SPAM Act, the first email we send to HCPs includes an option to update their preferred address as well as an option to opt out. These options confirm that we have the HCP's consent to receive email communication and have the best, most recent contact information. Updates and opt-out requests are processed the same day to keep list hygiene optimal.
Simply having recipients opt in to your email list isn't enough to give you a valid address for a valid HCP. DMD's four-process verification system thoroughly vets all email records to ensure the success and compliance of your next email marketing campaign.