DMD Intelligence

Adapting Physician Email Best Practices Across Channels

Roger Korman, President

When it comes to cross-channel execution, email is the go-to tool for savvy marketers. A recent study by Forrester Consulting found that email, more than any other digital channel, is the key to cross-channel success. The study points out that email remains the most cost-effective method with the biggest impact to engage in meaningful dialogue with customers. These findings underscore the importance of leveraging email to promote assets for all channels to physicians.

Read More
Topics: Email Marketing, Health Systems Marketing

3 Ways to Jumpstart Your Agency's Strategic Impact in Pharma Marketing

DMD Connects

As regulatory changes drive budget considerations for pharmaceutical companies, medical marketing agencies are feeling the pinch in their financial relationships with their pharma clients. The days of percentage-based contracts are long gone and even secure retainer agreements are trickling off in favor of more transparent methods of compensation.

Read More
Topics: Pharma Marketing

Why Office or Site Based Email Lists Don't Work

Roger Korman, President

Back in the day – circa the late 1990’s and the early 2000’s – audience worksite emails were the easiest to obtain. These included hospitals and medical schools. These were obtained by a process called “domain assembly.” This type of “domain assembly” was popular about a decade ago, because there simply weren’t many primary sources in which physicians voluntarily provided their contact information in the context of a professional relationship or transaction. Contrary to what some healthcare marketers believe, though, office and domain-assembled email lists don't work as well as other emails. Here's a breakdown of why. 

Read More
Topics: Email Marketing

5 Biggest Problems With Email Marketing to Physicians

Roger Korman, President

According to a recent Email Marketing Industry Census, email still outperforms other marketing channels in terms of ROI, with companies generating 23 percent of their total sales through email campaigns. That’s an increase of 28 percent over 2013. Clearly, optimizing this channel is an important plank in overall marketing strategies.

Marketing to HCPs, however, poses a unique set of challenges. Members of this audience are notoriously difficult to reach, and they have no attention to spare for content that isn’t topical or relevant to their practice. If your email campaigns aren’t getting the results that you want, maybe you’re overlooking the five biggest obstacles in marketing to physicians.

Read More
Topics: Email Marketing, Health Systems Marketing

Email Subject Line Rules and Regulations

Roger Korman, President

Email marketing begins with an "open." Without email "opens," there will be no messaging, no conversions, and no response. The success of your email marketing campaigns, then, hinges on the effectiveness of your email subject lines.

After all, if your subject line fails to elicit opens, then conversions and responses can’t happen. Following these basic rules will yield compelling subject lines that convey value and boost open rates among physicians and mid-level healthcare professionals.

Read More
Topics: Email Marketing, Health Systems Marketing

Extending the Pharma Product Life Cycle

DMD Connects
The Affordable Care Act is driving wholesale change for the pharmaceutical industry, requiring new approaches to strategic marketing and product life cycle management. Prescribing decisions, previously left largely in the hands of practitioners, are now shared by other financial stakeholders such as payers and healthcare administrators. The growth of new healthcare delivery models, like accountable care organizations (ACOs), is accentuating this trend.
Read More
Topics: Email Marketing

Physician Email Design & Implementation

Roger Korman, President

Blowing up the Healthcare Industry's Approach

The email marketing practices of the healthcare industry are slow to transform to 21st century best practices. You can almost hear the honky-tonk movie score from an old John Wayne movie when you look at the illogical order and outmoded approaches of the industry's email marketing. The problem is that healthcare players continue to rely on 1950s design processes for 21st-century marketing. The industry's current email creative design processes are dusty record players in a wholly digital world, and, unlike vinyl, they're never going to make a comeback.

Read More
Topics: Email Marketing

Why Your Email Will Be the One Read by More Physicians

Roger Korman, President

Effective email campaigns are constantly evolving, and skilled marketers know how to make improvements based on specific criteria. The most effective tools used in email campaign planning include strategic audience segmentation, campaign testing, and rigorous post-campaign analysis. When these are in play, open and click-thru rates improve.  And, like the proverbial tree falling in the forest, if physicians aren't opening your emails and engaging with its rich content, there will be little impact on the business and the revenue goals you are trying to achieve.

Read More
Topics: Email Marketing

Overcoming a Reduced Pharma Sales Force

DMD Connects

Three Ways Email Marketing Can Drive More Customer Interactions

The past decade was rough on pharmaceutical reps. Drug companies slashed their sales forces; in 2006, a watershed year, the industry lost more than 60,000 sales jobs, reducing the U.S. pharmaceutical sales sector by more than 60 percent in the last decade. Today, there are only about 80,000 drug reps in the United States. On the provider side, the number of physician no-sees jumped from one in five in 2009 to almost one in two in 2014.

Read More
Topics: Email Marketing, Pharma Marketing

Subscribe to Email Updates

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.