DMD Intelligence

Marketing to Physicians Made Easier

Roger Korman, President

Pharma marketers know that traditional “push” marketing strategies, such as advertising, direct mail, and spray-and-pray email campaigns, are far less effective than they once were. When inundated with brand messages, many physicians, even those who are genuinely interested in your product, simply tune out. As a result, marketers have shifted their focus to inbound strategies that use blogs, content-rich websites, and social media to share valuable information and attract a following.

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Topics: Email Marketing, Pharma Marketing, Audience Identity Management, AIM

How to Use Website Data to Support Pharma Sales

Roger Korman, President

Each week during November, we’ve gone “Back to the Future” to explore the best ways to develop email calls to action, subject lines, and preheaders. We’ve shared proven guidelines, and also considered how pharma marketers can use audience identity management technology to create even more effective versions of these key email components.

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Topics: Audience Identity Management, Email Marketing, Pharma Marketing

10 Ways Marketing & Sales Can Collaborate to Increase HCP Engagement

Roger Korman, President

It’s hardly news that physicians are less accessible to pharma reps now than in the past. Or that physicians, like the rest of us, often struggle with digital overload. Whether you deliver your pharma message in person or electronically, it’s hard to make it heard.

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

So Happy Together: Website Data and Email Preheaders

Roger Korman, President

It’s time for the next installment of “Back to the Future” for pharma marketers. In this series, we’re revisiting critical components of email marketing like calls to action, subject lines, and today, preheaders.

Preheaders are not as sexy as subject lines in terms of real estate, but they do have significant value. Audience identity management technology reports physician-level data from your website, giving you greater insight into your target audiences than ever before. So we’re reviewing what already works well, and then introducing new ways to create even more powerful versions of these key email components.

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Topics: Email Marketing, Pharma Marketing, Audience Identity Management

Authenticating the Traffic to Online Medical Publications

Roger Korman, President

Medical publishers are discovering that their website visitors aren’t always the HCPs they're trying to engage. Though many of their visitors are undoubtedly physicians, few publishers can verify exact numbers. It’s even harder to determine if site visitors are the “right” physicians, as defined by specialty, geographic location, or other targeting criteria. There’s also the question of distinguishing between physicians and mid-level prescribers, or even humans and bots.  

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Topics: AIM, Health Systems Marketing, Audience Identity Management, Medical Publishing

Time for an Upgrade: How Website Data Can Improve Your Subject Lines

Roger Korman, President

This month, in our “Back to the Future” blog series, we’re taking a close look at the elements of an email that have the greatest impact on campaign success. We’ve written extensively about some of these before, including calls to action, subject lines, and preheaders. Now we’re highlighting the best practices that work today, and also explaining how our new audience identity management tool will make email marketing even more effective in the future. Last week we focused on calls to action. This week we’ll take a look at subject lines.

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

What You Need to Know to Maximize Email Opens This Holiday Season

Roger Korman, President

Pharma email open rates can dip during the holiday season, but 2015 deployment data can help you limit the damage in 2016. Last year’s numbers indicate some definite high and low points between Thanksgiving and New Year’s, as well as a few patterns we expect to see again this year. With a little advance planning, you can take advantage of the optimal deployment windows relative to the season, as well as to your target audience.

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

Use Pharma Website Data to Write More Effective Email CTAs

Roger Korman, President

It’s no secret that a few key elements of an email can impact the success of an entire campaign. Compelling subject lines, pre-headers, and calls-to-action largely determine open and click-through rates, and we’ve spent considerable time discussing them in the past. But a lot has changed in the last few months. Audience identity management technology now provides new ways to run even more effective email campaigns.

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Topics: Email Marketing, Pharma Marketing, Audience Identity Management, Precision Targeting

ICYMI: Our Big Reveal at Digital Pharma East 2016

David Reim, Chief Privacy Officer

If I asked you what percent of your website traffic are actual physicians, what would you say? Maybe 40%? Or, conservatively, more like 20-30%? If so, you’re not alone. That’s what most of the pharma marketers who attended my presentation at DPE said. But it’s not even close.

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Topics: Pharma Marketing, AIM, Audience Identity Management

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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.