In the creation and maintenance of an email database, relationships reign supreme. For healthcare, the key players are medical publishers and AMA database licensees:
- Medical publishers are well-positioned to obtain opt-in email addresses directly from physicians who are seeking medically relevant information.
- DMD, as a licensee of the AMA database, is one of the few companies that can authenticate those physicians against the AMA Physician Masterfile.
Working in partnership, DMD and medical publishers who control more than 80 percent of controlled-circulation publications have created a mutually beneficial relationship that sets a new standard for authenticated, opt-in physician email databases.
Medical Publishers Rely On AMA Database Licensees
By virtue of an agreement with the AMA, medical publishers don’t maintain their subscription files directly against the AMA Physician Masterfile. Instead, they rely on a handful of AMA Database Licensees, including DMD, for subscriber authentication and other services.
About seven years ago, when digital publishing was expanding rapidly, DMD recognized that its publishing clients needed to authenticate their digital traffic. So we partnered with them to implement an online registration process that authenticates each physician at the time of registration.
When physicians register for online journal content with one of DMD’s partner publishers, they also opt in to receive medically relevant information via email. DMD then pools these email addresses via the DMD Healthcare Communications Network℠.
This approach to email address acquisition in conjunction with AMA authentication is why the overwhelming majority of publishers, as well as health systems and a variety of related industries, trust DMD’s email database.
Reliable Providers Understand Email Data And Performance Metrics
In addition to authenticated addresses, healthcare marketers want an email database provider who knows what’s going on with their data at all times and why:
- The second a physician email address goes dark, your email database provider should know. Updates should be made the same day, before your numbers suffer.
- A reliable provider should know the performance record of email addresses by domain, type (for example, work or personal), and institution.
- Your provider should also understand the dynamics and nuances of email service providers (ESPs) and Internet service providers (ISPs).
These types of email database providers know how to get emails to the inbox rather than to junk mail; DMD is this type of provider. Every month, we deploy millions of emails for our clients. In the process, we've come to know our data inside and out.
Beyond The Email Address: Individual Physician Profiles
Still, an email address is only truly valuable if you know something about the physician to whom it belongs. How else can you sharpen your target and segment your campaign?
The performance of your targeted email campaign hinges on the quality of your email addresses.
Lists of email addresses are a dime a dozen. What you really need is a database that contains detailed profiles of individual physicians. We work hard to develop just such profiles:
- Open and click-through data provides insight into each physician’s interaction with your email messages.
- Digital audience identity data offers additional information about the browsing behavior of the individual physicians who visit your health system website.
With this information, you can develop hyper-targeted campaigns and deploy them at the optimal time for each audience segment. In the process, you learn more about your target physicians and how they respond to email.
The performance of your targeted email campaign hinges on the quality of your email addresses. When you use email addresses obtained from reputable sources, you’re able to see physician data on a granular level, thus driving up the success of your health system email marketing initiatives.
Editor’s Note: This post was originally published in March 2016. It has been updated for accuracy and completeness.