DMD Intelligence

A/B Test to Determine What Elements Generate the Best Engagement

Roger Korman, President

Advertisers wouldn't dream of putting out a major commercial that they hadn't vetted extensively through focus groups. By contrast, email marketers often think they have no mechanisms in place to try out different content on their audiences. That's where A/B testing comes in.

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Topics: Email Marketing, Pharma Marketing, Physician Engagement

Strong List, Strong Campaign; Weak List, Weak Campaign

Roger Korman, President

A well-planned email campaign doesn't come cheap. Commonly, pharmaceutical companies spend six-figure sums developing a campaign. One of the largest costs in that process is the healthcare professional (HCP) email list. To maximize your list’s return on investment, make sure you're targeting the right HCPs and not squandering resources on the wrong ones.

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Topics: Email Marketing, Pharma Marketing, Email Campaign Design & Deployment, Email List Quality

Applying Audience Feedback to Improve Your Next HCP Email Campaign

Roger Korman, President

Collecting data with carefully chosen email metrics is one of the most cost-effective and reliable ways to get to know your audience. The more data you have on your readers, the better you can segment your email list. Audience feedback tells you what works and for whom. Armed with droves of information on your readers' behavior, you can tailor future email campaigns to appeal to your audience for better engagement. You can use your insights, not only in future email marketing, but also in other channels, such as social media or print.

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Topics: Email Marketing, Pharma Marketing, Email Campaign Design & Deployment

Can You Trust Your Online Ad Traffic Results?

Roger Korman, President

Here’s the dirty secret of the digital Web: traffic is not traffic, eyeballs are not eyeballs…they are machines. The problem of machine-generated traffic is enormous, so much so that many of the popular healthcare consumer sites that claim huge numbers of visitors are fueled by bots. While this Bloomberg clip ventures to estimate that 25% of video ad views are actually bots landing on those pages, other experts have appraised this at 50% to 80%. Is this surprising given the lack of transparency in Web analytics? Is this surprising given the amount of ad revenue that is at stake? 

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Topics: Email Marketing

Deploy According to Your Audience’s Schedule for More Email Opens

Roger Korman, President

Selecting the right targets is only half the battle in healthcare professional (HCP) email marketing. The other part of the equation is reaching those targets at the right time. You might have the most accurately segmented email list in the world coupled with spectacular content. But, sent at the wrong time, that email is like a tree dropping in the forest. If no one sees or reads it, is it really an email?

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Topics: Email Marketing, Pharma Marketing, Precision Targeting

Expanded Mobile Usage Calls For Responsive Design In Email

Roger Korman, President

If you spend a few minutes people watching just about anywhere in the world, the ubiquity of mobile devices in our society will become very clear. In fact, a Pew Research Center survey found that one-third of Americans rated their cell phones as something they can't live without. Our dependence on mobile devices has become borderline compulsive; the same study found that 67 percent of cell phone owners admit to checking their phones even when they don't hear alerts or feel the phone vibrating.

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Topics: Email Marketing, Pharma Marketing, Email Campaign Design & Deployment

How to Improve Email Campaign Engagement Rates with Design

Roger Korman, President

Healthcare marketers often set their expectations for email design too low, overlooking design as a potential tool to drive engagement. As a result, email design remains, for the most part, stuck in the past.

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Topics: Email Marketing, Pharma Marketing, Expanding HCP Reach

Beyond the In-Person Sales Call

Roger Korman, President

In 2005, more than 110,000 pharmaceutical sales reps made in-person sales calls in the United States. Today, that number is about 55,000, roughly half of what it was just ten years ago. Where did all the reps go? The answer to that question reveals why modern sales reps need to think beyond the traditional in-person sales call to succeed.

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Topics: Email Marketing, Pharma Marketing, Precision Targeting

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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.