DMD Intelligence

Health Systems: Start Engaging Doctors Online

Christopher Lee, Chief Commercial Officer, Healthcare

Imagine this scene: a beautiful baby and her adoring new parents gaze at each other in the soft light of a comfortable maternity suite.

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Topics: Health Systems Marketing

Pharma Marketers: Doctors Are Consumers Too

Jerrad Rickard, Director of Product Management: Email

It goes without saying that promoting your pharma brand falls squarely within the world of B2B marketing. For a doctor, discovering, researching, and prescribing a new branded drug is an entirely different process than buying a new TV from Amazon.

But, when your pharma marketing relies heavily on digital marketing—and these days, most campaigns do—it’s important to remember that doctors are consumers too.

That’s why I spend a lot of time talking to our pharma clients about the intersection of B2C and B2B email marketing. These are some of their most common questions.

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Topics: Pharma Marketing, Email Marketing, Physician Engagement

Is Your HCP Email Database Helping Or Hindering?

Roger Korman, President

With pharma reps being increasingly squeezed out of in-person meetings due to lack of time and resources, connecting with HCPs via email is a crucial step forward. Digital marketing is one way to ensure you get through the “virtual door” and provide pertinent information in a timely, succinct manner.

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

How Measuring Campaign Response Can Accelerate Physician Recruitment Efforts

Tighe Blazier, Chief Commercial Officer, Healthcare Communications

The race is on.

What was once referred to as an “impending” physician shortage is no longer a future concern. It’s here.

Before panic mode sets in and you start emailing everyone everywhere, take a breath and realize how valuable it can be to first measure audience response to your digital efforts. Understanding what makes a successful campaign (versus an unsuccessful one) can be what sets your recruitment efforts apart from the competition.

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Topics: Health Systems Marketing, Healthcare Staffing

4 Data Mistakes To Avoid During Pharma Marketing Planning

David Reim, Chief Privacy Officer

Are your 2017 digital marketing campaigns performing as well as they should be? If not, a lack of quality audience data may be to blame. 

An authenticated database is the foundation for successful pharma email marketing campaigns. But to maximize your digital marketing ROI, you also need data about the individual HCPs who visit your website.

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Topics: Planning for Success, Pharma Marketing, AIM, Audience Identity Management

15 Reasons Health Systems Should Send Physicians Email, Not Snail Mail

Christopher Lee, Chief Commercial Officer, Healthcare

Health systems know how to engage consumers online, but hospital outreach to physicians is stuck in its traditional marketing tracks. If, like many health systems, you’re still using printed newsletters and postcards to reach physicians, it’s time to take a closer look at email.

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Topics: Health Systems Marketing, Physician Engagement, Expanding HCP Reach

Battling The Bots: Tips For Overcoming Ad Fraud In Pharma Marketing

Roger Korman, President

Fraud is not a new concept. Snake oil, advertised to cure everything from arthritis to bursitis in the days of yore, was widely utilized as a way to swindle one’s hard-earned money.

Today, fraud takes a different form. The virtual world has allowed for fraudulent activity to be off-the-charts effective. Unfortunately, the pharmaceutical industry has a large target on its back in this regard.

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Topics: Pharma Marketing, Email List Quality, Accountable media

Recruiters: ID Physician Website Visitors, Even When They Don’t Apply

Tighe Blazier, Chief Commercial Officer, Healthcare Communications

These days email marketing is a healthcare recruiter’s best friend. When powered by a quality physician email database, it’s fast, cost-effective, highly targeted, and returns reams of data.

Snail mail can’t say the same, and until recently, neither could your recruiting website. But digital audience identity technology is changing that.

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

DMD Pharma Innovators Series: Dr. Augustine Fou, Cybersecurity and Ad Fraud Researcher

David Reim, Chief Privacy Officer

Dr. Augustine Fou is an industry-recognized thought leader in digital strategy and integrated marketing, and former Chief Digital Officer of Omnicom's Healthcare Consultancy Group, a $100 million agency group serving pharma, medical device, and healthcare clients. Dr. Fou has over 22 years of management consulting experience, creating and optimizing marketing across traditional and digital channels. Dr. Fou completed his PhD at MIT in Materials Science and Engineering at the age of 23.

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Topics: Pharma Marketing, Pharma Innovator Series

Email Enables A Coordinated Response To Low U.S. News Rankings

Christopher Lee, Chief Commercial Officer, Healthcare

Every health system aspires to receive high rankings from respected organizations like U.S. News & World Report, Healthgrades, and The Leapfrog Group. However, most hospitals will earn low marks in one or another at some point in time, and addressing them head-on is imperative.

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Topics: Health Systems Marketing, Email Marketing

The Future of Pharma Website Data

David Reim, Chief Privacy Officer

After 20 years of trying to use aggregated website data to make intelligent marketing decisions, pharma marketers are adopting audience identity technology to identify the individual HCPs who visit their medical websites. In addition to determining the name, specialty, and NPI# of all “tagged” visitors, brands are evaluating the specific pages individual HCPs visit, how much time they spend on each, and how often they return, in order to tailor their follow-up communication to the preferences of that individual physician.

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Topics: Pharma Marketing, Planning for Success, AIM, Audience Identity Management

Are Your Recruiting Emails Getting A Response? 3 Ways to Optimize Physician Engagement

Tighe Blazier, Chief Commercial Officer, Healthcare Communications

“In this world nothing can be said to be certain, except death and taxes.” ~Benjamin Franklin

While advancements in medical science can't do anything about taxes, it is allowing for people to live well into their nineties. Widespread knowledge about what makes one “healthy” -- propagated by popular TV hosts and healthy living websites -- means people are sticking around well past previous life expectancies.

This, combined with an increasing disinterest amongst graduates to join the medical profession, has resulted in an impending physician shortage and a demand for physician recruiters to deliver.

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

Discover How Tagging Technology Will Drive Pharma Revenue In 2018

David Reim, Chief Privacy Officer

Brand Managers: As you allocate resources for 2018, you may find yourself wondering how well audience identity management technology actually supports pharma marketing objectives.

The short answer is very well. Being able to identify individual website visitors enables pharma marketers to verify their digital audiences and focus resources on producing (and placing) content that converts high-value targets.

Here’s how it works.

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Topics: Pharma Marketing, Planning for Success, AIM, Audience Identity Management

To Improve Patient Satisfaction, Focus On Physician Communication

Christopher Lee, Chief Commercial Officer, Healthcare

Today’s healthcare chief experience officer (CXO) faces a difficult challenge: improve the overall patient experience—including both medical outcomes and patient satisfaction—across the entire continuum of care.

In the past, health systems could afford to focus on clinical care at the expense of customer service, but the recent shift to value-based reimbursements has made hospitality practices equally important. Every health system now makes a brand promise that incorporates both "systems and smiles." Yet delivering on that promise isn’t easy.  

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Topics: Health Systems Marketing, Email Marketing, Physician Engagement, Expanding HCP Reach

Multichannel Marketing: Orchestrating Successful HCP Interactions

Roger Korman, President

An orchestra consists of string, woodwind, brass, and percussion instruments, each instrument group working together to create a seamless, awe-inducing symphony.

But what happens if you eliminate one (or more) of the instrument groups? You might still end up with a pleasant sound, but it would be nowhere near as breathtaking.

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

September Presents New Opportunities For Physician Engagement

Christopher Lee, Chief Commercial Officer, Healthcare

September has been designated for raising awareness about a number of cancers, including blood, childhood, gynecologic, prostate, and thyroid. This opens the door for active discussion among the healthcare professionals who specialize in treating and managing the disease, as well as primary care providers who encounter initial diagnoses. It’s also a chance for hospitals to relay strengths and achievements of their service lines, build better relationships with physicians, and attract both patient referrals and new hires.  

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Topics: Health Systems Marketing, Email Marketing, Expanding HCP Reach

4 Reasons To Move Email Up The Pharma Marketing Ladder In 2018

David Reim, Chief Privacy Officer

Embedded video. Snapchat. Native ads. Instagram.

As you look toward 2018, it’s tempting to prioritize newer platforms and technologies in your pharma marketing plan. At nearly 40 years old, email may seem past its prime. In fact, email is the pharma marketing secret weapon to include in your budget for 2018.

When used in combination with digital audience identity technology, email is transformed from much-maligned “non-personal communication” to a valuable, identity-based channel.

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Topics: Pharma Marketing, Email Marketing, Planning for Success

Need Referrals? Enlist KOLs In Email Outreach To Physicians

Christopher Lee, Chief Commercial Officer, Healthcare

Everywhere we look, we see marketing messages. Digital publications serve targeted ads, email alerts us to the day’s bargains, and billboards line our commute.  

Practice has taught us to filter out most of the noise. But sometimes we really do need reliable information in order to make big consumer decisions. In those cases, most of us seek advice from friends or experts.

This is especially true when we need medical care. And the voice that carries the most weight in these decisions is a trusted doctor.

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Audience Identity: The Missing Link In HCP Email Marketing

Roger Korman, President

The evolution of audience identity management has turned into a revolution of sorts.

Relying on traditional tracking methods is becoming an antiquated – and increasingly wasteful – approach. Use of probabilistic matching methods is far surpassed by collecting real-time, first-party data. Advances in digital database technology allow marketers to access data on HCPs at a physician level, providing minute-by-minute updates.

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Topics: Audience Identity Management, AIM, Pharma Marketing

6 Email Tactics to Drive Physician Engagement

Christopher Lee, Chief Commercial Officer, Healthcare

A hospital email marketing campaign is a significant investment, so you want to make sure you get the most bang for your buck. These six straightforward tactics will help you drastically improve the return on your physician email campaigns, whether your goal is increased referrals or improved internal communication.

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Topics: Health Systems Marketing, Email Marketing, Email Campaign Design & Deployment, 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.