DMD Intelligence

Pitfalls to Avoid in Healthcare Email Marketing

Christopher Lee, Chief Commercial Officer, Healthcare

For health systems, reaching the right physicians with the right messages can be a challenge. Increasing referrals requires strengthening your brand among physicians outside your network. At the same time, limiting out-migration requires maintaining strong relationships with in-system physicians. Most health systems also need to communicate a variety of messages to NP/PAs, allied health professionals, alumni, CME registrants, and other groups.

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Topics: Health Systems Marketing, Email Marketing, Healthcare Staffing, Email Campaign Design & Deployment

4 Things Pharma and Healthcare Marketers Need to Know in Q2

Roger Korman, President

One of the best practices for email marketing is creating emails with marketing messages that healthcare professionals can consume and engage with quickly. Physicians, NP/PAs, and nurses have only seconds to scan their emails. When they’re formatted for easy reading and optimized for mobile, it encourages more engagement and benefits campaign ROI as a whole.

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

Measuring the Impact of Identified Website Traffic

David Reim, Chief Privacy Officer

Audience identity management technology can potentially report the names of the HCPs who visit your website, so you can verify if you’re attracting and retaining your target audience. But what do you do if the data indicates that your HCP audience is smaller or different than expected? You refine your website strategy, measure the results, and repeat until you’ve built the audience you want.

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Topics: Audience Identity Management, Pharma Marketing, Email Marketing

Improve Healthcare Email Success with These Proven Tactics

Christopher Lee, Chief Commercial Officer, Healthcare

Health systems are implementing a variety of new email programs designed to enhance their brands, increase referrals, and build stronger relationships across the medical community. In a recent post we discussed email strategy, or what healthcare marketers need to do to make these campaigns successful. Key elements include building share of voice, driving brand engagement, and integrating your marketing channels.

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Topics: Health Systems Marketing, Email Marketing, Healthcare Staffing, Email Campaign Design & Deployment

The Best Healthcare Email Campaigns Start with Strategy

Christopher Lee, Chief Commercial Officer, Healthcare

Savvy health systems know that email isn’t just a marketing tactic. It’s an integral component of the most successful cross-channel marketing strategies. Although compelling copy, design, and subject lines are essential, it’s only when email is incorporated into an overarching strategy that its true potential can be realized.    

To fully integrate email with your cross-channel marketing plan, it’s important to focus on email strategy, followed by tactics, and, finally, operations. This is the first in a series of posts that will explore each of these elements and how they fit into your larger marketing plan. Today we’ll consider strategy.

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Topics: Email Marketing, Health Systems Marketing, Healthcare Staffing, Email Campaign Design & Deployment

Standing on the Shoulders of Giants

Roger Korman, President

Ever since Isaac Newton has been “standing on the shoulders of giants” – using incremental improvements to develop a concept or a system into something more capable than it once was. Many small improvements over time are able to bring the world more of what it needs and wants - sometimes, far beyond what people ever could imagine.

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

Optimizing Medical Device Dear Doctor Letters

Christopher Lee, Chief Commercial Officer, Healthcare

When a medical device company discovers a serious problem with one of its products, time is of the essence. Healthcare marketers have to move quickly to alert doctors and distribute accurate information about any necessary follow-up actions.

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Topics: Email Marketing, Health Systems Marketing, Healthcare Staffing, Physician Engagement

Use Storytelling To Write Better HCP Emails

Roger Korman, President

Storytelling is an ingrained part of the human experience. From cave drawings to stories passed on through oral tradition to today’s 140-character messages, humans see themselves and shape the world around them through stories. According to MarketingLand columnist Peter Minnium, “good stories can function as potent strategic business tools.” If a story speaks directly to its audience, an emotional connection can be forged. When pharma marketers write email marketing messages to support that connection, campaigns are most likely to succeed.

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

Pharma Website Data Reveals Unexpected Audiences, Part 2

David Reim, Chief Privacy Officer

Read part 1 of this series here

Last week we looked at the audience identity management data collected over a 6-week period on a real-world pharma website. The site, which we’re calling GlabellaSkinCare.com, targets mainly dermatologists and rheumatologists. Yet AIM data revealed that the website’s largest audience is actually made up of general practitioners.

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Topics: Audience Identity Management, Pharma Marketing, AIM

Email Performs Best for Health Systems Over Traditional Channels

Christopher Lee, Chief Commercial Officer, Healthcare

While health systems once relied on printed newsletters for almost all of their outreach, more and more systems are beginning to explore how digital channels can be used to build physician loyalty, increase referrals, and improve internal communication. Knowing which channel is best in each situation takes a little practice, so we’ve assembled a few guidelines to make it easier.

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Topics: Health Systems Marketing, Email Marketing, Healthcare Staffing, Audience Identity Management

Pharma Website Data Reveals Unexpected Audiences, Part 1

David Reim, Chief Privacy Officer

The ability to identify the traffic that comes to your website offers the advantage of insight. When pharma marketers begin their marketing campaigns armed with individual HCP data, they can craft their messaging to resonate with each on a very personal level.

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Topics: Audience Identity Management, AIM, Pharma Marketing

3 Opportunities to Improve Health System Outreach With Email

Christopher Lee, Chief Commercial Officer, Healthcare

Health systems produce print and digital newsletters to share information about their services and successes, and this format continues to be effective in some marketing situations. Newsletters work well when your goal is to increase awareness of your system across a large audience. But today’s health systems have a range of communication objectives , including building physician loyalty, increasing referrals, and limiting outmigration.

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Topics: Email Marketing, Health Systems Marketing, Healthcare Staffing, Physician Engagement

Extending Your Service Line With Email

Christopher Lee, Chief Commercial Officer, Healthcare

Once a week your Chief of Staff probably sits down with service line leaders from across your health system to share any variety of news:

  • The new DaVinci® is online in the OR.
  • Be sure to replace all powdered latex gloves with nitrile.
  • Several spots in the doctor’s parking lot are now reserved for visiting practitioners.
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Topics: Email Marketing, Health Systems Marketing, Healthcare Staffing, Email Campaign Design & Deployment

The Evolution of Audience Tracking: DMD at ePharma Summit

David Reim, Chief Privacy Officer

"Digital is one of the most powerful tools for pharma marketers, and we all know the buzzwords: multichannel, omnipresent, automation, authentication. But there’s a devastatingly simple piece of data that’s always been missing: Do you really know who’s coming to your website?" asked Frank Lin, Chief Technology Officer at DMD at the ePharma Summit in New York.

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Topics: Audience Identity Management, AIM, Pharma Marketing

16 Stats Proving Email Still Delivers the Best ROI

Roger Korman, President

What’s convincing? Proof. We know this: after all, HCPs are most likely to engage with marketing messages that are tailored to them - groundbreaking technology relevant to their speciality, new indications for medications they routinely prescribe, a research paper authored by alumni of the same medical school the HCP attended and, yes, even their hobbies and interests outside of the office.

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Topics: Email Marketing, Pharma Marketing, Email List Quality

How Physician Emails Increase In-Network Referrals

Christopher Lee, Chief Commercial Officer, Healthcare

As health systems shift their focus from volume to value, they’re adding fewer hospital beds and providing more medical services through outpatient facilities. In fact, some healthcare executives see the hospital of the future as simply an ED, an OR, and an ICU, with all other medical services provided elsewhere.

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Topics: Health Systems Marketing, Email Marketing, Healthcare Staffing, Physician Engagement

At ePharma: Overcoming the Obstacles of Website Identity

David Reim, Chief Privacy Officer

Everyone’s talking about the marketing implications of audience identity management technology. That’s because knowing the identity of the HCPs who visit your pharma website has the potential to transform everything from website content to email marketing to ad buying.

I’m going to get into some of the marketing specifics during my talk at ePharma on Monday at 2:30 pm. Then on Tuesday at 3:15 pm, COO Frank Lin will explain the technology that makes it all possible. In the meantime, it’s important to understand why identifying website visitors is so challenging.

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Topics: Audience Identity Management, Pharma Marketing, AIM

7 Reasons Why Email Marketing Is a Win for Health Systems

Christopher Lee, Chief Commercial Officer, Healthcare

As health systems continue to buy up physician practices and coordinate care across multiple hospitals and clinics, maintaining consistent communication with physicians is becoming increasingly important. Yet the size and scale of many systems makes this difficult.

Physician liaisons can’t reach everyone, and developing traditional, printed materials is slow and expensive. As a result, health systems are seeking new ways to engage their large and geographically dispersed medical staff. More and more often, they’re turning to targeted email marketing.

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Topics: Email Marketing, Health Systems Marketing, Healthcare Staffing, Physician Engagement

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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.