Our last few blogs have focused on our new Audience Identity ManagerSM (AIM), a data technology that will help you identify and target healthcare professional (HCP) visitors to your website in real time. We’ve talked about what it is and how it can power your marketing efforts. At this point, you may be wondering why DMD, an email marketing company, developed a product like AIM.
DMD data has repeatedly shown that you can significantly boost open rates by timing your deployments carefully. HCPs check email at different times and on different days depending on their specialty. Geography plays a role, since afternoon on the West Coast is already evening on the East Coast.
Knock, knock. Who’s there?
A pediatrician from Detroit? A nurse from L.A.? A surgeon from who knows where?
When website visitors come knocking, do you know who’s really at the door? Probably not. Until now, the audience identity management technologies available to healthcare marketers, like cookies and logins, have been unable to provide the accurate, real-time information you need to truly understand your HCP visitors.
Are you ready to know who is visiting your healthcare websites – at the individual level, in real time, without a login? DMD’s new digital identification tool, Audience Identity Manager(SM) (AIM), can tell you that and more.
Whether it’s the latest social media network or visual marketing platform, there’s always a shiny new object in the world of digital marketing. We can spend a lot of time and money chasing down each one without seeing much improvement in our campaign results. Or, we can stick with a proven channel, but change the content.
Healthcare marketers know that to be effective, website content must speak directly to the needs of two very different audiences: healthcare professionals (HCPs) and patients. In fact, federal regulations require you to identify site visitors at the individual level, so you can consistently serve the right content to the right visitor. This is easier said than done.
If you’re looking for ways to boost your email marketing results now, targeting is the single biggest area of opportunity. It’s currently the most neglected aspect of digital marketing, so there’s a lot of room for improvement.
Have you honed your target list, refined your message, and tested your creative – but you’re still not getting the open rates you want? Then you need to reconsider the timing of your deployments. Your emails may be getting stuck in traffic.
What would you think if we said direct mail is going the way of house calls, golfing dates with sales reps, and drive-in movies? It’s almost heretical, right? Direct mail has been the cornerstone of medical marketing for decades. And, for many years, it did its job very effectively.
