DMD Intelligence

Common Missteps in Pharma Email Marketing

Roger Korman, President

Here's the problem: The digital communication movement travels at warp speed, and the pharmaceutical and healthcare industries are far behind.  With healthy marketing budgets to support world-class products, more can be done to improve the return on investment in pharma and healthcare marketing programs.

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Topics: Email Marketing, Health Systems Marketing

How to Choose A Physician Email List

Roger Korman, President

As marketing guru John Wanamaker famously observed, half the money spent on marketing is wasted; the problem is figuring out which half. For brand managers working with healthcare professionals (HCPs), this maxim is both frustrating and true.

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Topics: Email Marketing

5 Steps to Reversing Poor HCP Campaign Results

Roger Korman, President

Confucius was around during the Spring and Autumn period, not the Digital Era, but he had the right idea when he said, “Study the past, if you would define the future.” HCP marketers must use metrics of past email campaigns to improve future campaigns. But, they need to look beyond the expected set of metrics (e.g., open and click-through rates).

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Topics: Health Systems Marketing, Email Marketing

While Mobile Kills Search Engines, Email Still Rules

Roger Korman, President

According to Christopher Mims, tech writer for The Wall Street Journal, the World Wide Web is dying, and mobile technology is killing it. Of course, the Web's ultimate demise is far out in the future, but mobile statistics show some telling trends. For the first time, in 2014, mobile devices surpassed laptops and PCs as the preferred method of accessing digital content. In fact, 60 percent of all Web browsing and digital content consumption occurred on a mobile device.

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Topics: Email Marketing, Email Campaign Design & Deployment

How Email Can Boost Agency Relevance to HCP Marketers

Roger Korman, President

Here are the questions many healthcare marketing agencies are asking: how can we continue to provide business value to our healthcare clients, and how is our offering different from the competition? Your agency has an opportunity to position itself as an invaluable partner for healthcare marketers by introducing business-building ideas that break down traditional business silos and distribute learning across channels.

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Topics: Email Marketing, Health Systems Marketing

Is it Time for Healthcare Marketers to Retire the Click-through Rate?

Roger Korman, President

The click-through rate long has been used as the benchmark for measuring email marketing success. But with the rapid adoption of mobile technology, the click-through rate is sharing the limelight with a newer metric, the tap-through rate. With tablets and phablets gaining market share, marketers are paying attention to tap through rates, which measure customer interactions from these mobile devices.

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Topics: Email Marketing

5 Tips on Using Tap-Through Rates to Boost Email Marketing

Roger Korman, President

Massive growth in the use of mobile devices means more users are opening emails with smartphones and tablets than ever before. But too many healthcare marketers continue to optimize their campaigns as they always have for desktops. This, quite obviously, is a mistake that savvy marketers should avoid making at all costs. That is, unless you're among that rare breed of marketers who enjoy watching their bounce rates skyrocket, it’s time to pay attention to tap through rates.   

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Topics: Pharma Marketing

The Evolution of Physician Email Lists

Roger Korman, President

Physician email marketing has evolved significantly from its inception. Initially, it consisted of unbecoming, inefficient, “batch and blast” tactics that ultimately turned off healthcare audiences. Now, these tactics are not only outdated; they are simply counterproductive.

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Topics: Health Systems Marketing, Email Marketing

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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.