DMD Intelligence

Why do marketers do a poor job of shaping digital behavior?

Roger Korman, President

The first two installments in this three-article series, “The addictive properties of digital communication” and “Face it – your job is to exploit digital addiction,” leads us to the obvious question: how do we shape the digital behavior of our target audience? However, before we answer this question, there is one more obvious question to think about: why do digital marketers do such a poor job of leveraging this most powerful addictive force of behavior?

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Topics: Health Systems Marketing

Face it - your job is to exploit digital addiction

Roger Korman, President

We’re all friends here, fellow travelers, so to speak. We can handle the truth. Our job as digital marketers is to discover the tendencies, proclivities, cravings, location, and absolute digital desires of our HCP audiences in order to deliver our pitch, or our client’s pitch. Our mission is to cause our audience to behave, or continue to behave, in a way that supports our commercial mission. Now that we’ve gotten that out of the way, how do we capitalize on the digital addiction of our target audience? First, we need to understand the nature of digital addiction in its rawest elements.

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The addictive properties of digital communication

Roger Korman, President

Are you familiar with the addictive properties of digital communication, so, as a marketer, you can exploit them? How addictive is addictive? Think in terms of the Digital Panic Scale – the DPS. The DPS is measured by DEFCON ratings, which are scaled from 1 to 5, where 5 equals Armageddon Destroys The World As We Know It. The DPS scale goes up to 10, because the only thing more significant than the end of the world is the end of my MD – my mobile device.

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About the Blog

DMD President Roger Korman and his management team publish weekly articles on digital communication and technology in healthcare.

Articles are published that cover website visitor identity, the value of authenticated healthcare professional databases for use in multichannel marketing to physicians and healthcare professionals. DMD clients in pharma, hospital and health systems, agencies, and physician marketing companies rely on DMD's email and AIMSM technologies to improve communication with healthcare professionals across marketing channels.