DMD Intelligence

Top 10 Blogs For Pharma Marketers In 2017

Roger Korman, President

Data-driven marketing was a powerful tool for pharma marketers in 2017. At the beginning of the year, audience identity management technology reported the online behavior of opted-in HCP visitors to your pharma brand sites. By year end, this capability had been extended across a digital ecosystem of more than 300 medical websites.  

Read More
Topics: Pharma Marketing, Email Marketing, Audience Identity Management

Don’t Start 2018 With A Dirty Physician Email List

Jerrad Rickard, Director of Product Management: Email

Email newsletters are an effective method of disseminating important information to physicians and other health system support staff, as well as highlighting achievements within the health system community. Recent hires (or retires), newly acquired state-of-the-art equipment, alumni announcements, and timely updates such as the learned ineffectiveness of the flu vaccine are just a few potential communications that require a prompt execution.

The challenge is getting targeted recipients to engage with those emails.

Read More
Topics: Health Systems Marketing, Email List Quality, Email Marketing

5 Pharma Marketing Must-Do’s: Your 2018 Checklist

Dale Benner, Senior Director, Product Management

A combination of well-known factors points to a big year for digital pharma marketing in 2018:

  • The use of mobile devices in clinical settings continues to rise
  • Doctors are less available for in-person meetings with sales reps

The challenge is, of course, using digital channels to engage target physicians and build meaningful relationships that stand the test of time. Delivering a valuable, seamless customer experience is the key.

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

Top Takeaways From 2017’s Hospital Conference Lineup

Christopher Lee, Chief Commercial Officer, Healthcare

Hospital and health system marketing is constantly changing, which means we are forever learning. Conferences are a terrific way for DMD to discover new trends—as well as challenges—and share our own expertise with others attending.

This marketing sphere is also very diverse. We attended conferences that covered everything from growing obstacles in physician recruitment to recent considerations surrounding medical device marketing.

Read More
Topics: Health Systems Marketing, Email Marketing, Audience Identity Management

Bots And Pharma Marketing: Brief Answers To Big Questions

Wei Han Frank Lin, Chief Technology Officer

As we look toward 2018, one thing is certain: Digital ad fraud is here to stay. Beating it will require a thorough understanding of bots, bot detection technologies, and digital audience identification.

These are complex topics, and early next year we’ll begin a blog series that takes an in-depth look at many of them. In the meantime, we want to answer some of the basic questions that will continue to inform pharma marketing’s response to digital ad fraud.

Read More
Topics: Pharma Marketing, Accountable media

Engage Physicians As Consumers To Expand Your Sales Base

Anthony Luttenberger, Chief Commercial Officer, Pharma

The 2017 State of Engagement Report, released earlier this year, speaks about the reality of the “Engagement Economy”—the evolving era where everyone and everything is connected. It’s an environment that is opportune for medical device marketers to interact with health systems and physicians, but it also presents challenges.

As we’ve explored in other discussions, physicians are consumers too. Just like B2C customers, they should feel wanted, understood, and connected to their brand.

Read More
Topics: Health Systems Marketing, Medical Devices Marketing, Physician Engagement

6 Essential Ad Fraud Resources For Pharma Marketers

Wei Han Frank Lin, Chief Technology Officer

Pharma has a target on its back when it comes to digital ad fraud. A combination of increasing advertising budgets and high CPM relative to other industries makes pharma irresistible to cybercriminals. The million-dollar question is what to do about it.

In the last few weeks, a number of ad fraud experts have weighed in through articles, podcasts, and slideshares. Here are the highlights:

Read More
Topics: Pharma Marketing, Accountable media

Email + Web: A Multichannel Approach To CME Event Marketing

Tighe Blazier, Chief Commercial Officer, Healthcare Communications

This is the sixth and final blog in our “Digital Marketing to Physicians” series, which has contemplated how health systems, medical device manufacturers, and healthcare recruiters can use digital marketing to engage specific physician audiences. Thus far we've focused on email deliverability, the importance of digital tools in physician outreach, using physician data to improve recruiting efforts, benefits of using digital tools over print, and optimizing campaigns by ensuring mobile-readiness. This installment explores how you can integrate multichannel efforts to better promote CME and other events.

Just as the physician recruiting landscape has faced challenges in the last few years, so has the arena of CME marketing. Physicians have experienced cuts in clinician educational budgets and some—in part due to the physician shortage—have had to be more judicious selecting the conferences they attend, with limited time allowed away from busy offices.

Read More
Topics: Health Systems Marketing, CME Programs

The 5 W’s Of Successful Pharma Email Deployments

Jerrad Rickard, Director of Product Management: Email

Email is so simple compared to direct mail and other traditional marketing that it can be tempting to jump into a new campaign without really thinking it through. Yet taking time to clearly define what you want to accomplish is critical in order for your email provider to help you optimize every deployment.

For the best possible results, start by asking yourself the 5 W’s: who, what, when, where, and why. Though not necessarily in that order.

Download our ebook: The Ultimate Guide to Email Authentication 

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

The Physician Recruitment Landscape: A Forecast Into 2018

Tighe Blazier, Chief Commercial Officer, Healthcare Communications

I recently shared my thoughts on how healthcare recruiting has changed in the last 10 years. Looking back, it was surprising—even to mejust how drastic the shifts have been.

We can learn insights from the past, but the real strategy is looking forward to opportunities ahead.

Read More
Topics: Health Systems Marketing, Healthcare Staffing

Finally, Medical Website Data Pharma Marketers Can Trust

Dale Benner, Senior Director, Product Management

Despite the increasing importance of audience data and analytics in marketing planning, few advertising executives trust the available data. A recent survey of advertiser and agency decision makers conducted by Advertiser Perceptions shows only 33 percent of ad execs consider their audience insights "completely trustworthy." Only 29 percent completely trust their audience analytics.

Read More
Topics: Pharma Marketing, Audience Identity Management, Accountable media

Optimize Physician Emails For Mobile With This Simple Checklist

Christopher Lee, Chief Commercial Officer, Healthcare

This is the fifth blog in our "Digital Marketing to Physicians" series. In previous blogs, we discussed the importance of email deliverability, the value of individualized physician data, how digital tools facilitate outreach to physicians, and the appropriateness of using digital tools for health system marketing. This blog will discuss three factors to consider when developing mobile-friendly email marketing campaigns.

A recent article from Business Insider made the simple yet powerful statement of “Digital is inheriting the earth.”

The author goes on to point out that this shift is nowhere near slowing down, with the millennial and Gen X populations increasingly turning to smartphones and tablets as the go-to for digital content consumption. Even baby boomers are becoming fully invested in the mobile movement.

Read More
Topics: Health Systems Marketing, Email Campaign Design & Deployment

How To Influence Physician Brand Loyalty

Anthony Luttenberger, Chief Commercial Officer, Pharma

Switching brands can be a very personal process. Going from Nike to Asics may pull at the heart strings, especially if you’ve been loyal to the "swoosh" for some time. There’s likely some heavy research involved before fully making the commitment. What are others saying? How will the fit differ? Will the new brand be able to support you on your weekend 10-milers?

Physicians who are considering shifting from one medical device company to another face a similar situation, just heightened. Concerns extend far beyond the risk of shin splints and blisters, so the pre-switch research is likely extensive. As a former medical device sales professional, building brand loyalty is critical, as it can be difficult to get your customer to switch devices. 

Read More
Topics: Health Systems Marketing, Audience Identity Management, Medical Devices Marketing

Leverage Digital Data To Optimize The Customer Experience

Dale Benner, Senior Director, Product Management

If all you had to do was market to robots, your job would be easy. A no-nonsense approach of presenting facts and figures with bulleted arguments as to why your product is better than XYZ’s would likely land you significant sales.

Robots—at least for now—aren’t capable of human emotions. They process data, computing the pros and cons until a decision is made. Information is just information; when it comes, it’s measured and resolved. The concept of customer experience (CX) is not relevant.

HCPs—regardless of how robotic their bedside manner may be—are subject to the human experience. They’re consumers, therefore, customers.

Read More
Topics: Pharma Marketing, Audience Identity Management, Physician Engagement

3 Factors To Avoid The Dreaded One-Click Unsubscribe

Jerrad Rickard, Director of Product Management: Email

Have you ever received a promotional email that was so off the mark you wondered if it was really meant for you?

Think of a 20-something getting an email from AARP. Or, even more outrageous, a millennial receiving a message for the dating site "Senior People Meet."

The first time, maybe it’s comical. Second time, it’s annoying. Third? You’re hitting that unsubscribe link faster than Billy the Kid’s trigger finger.

The misstep with these examples can be attributed to two factors:

Read More
Topics: Pharma Marketing

5 Times When Digital Is Better Than Print In Hospital Marketing

Christopher Lee, Chief Commercial Officer, Healthcare

This is the fourth blog in our “Digital Marketing to Physicians” series. In previous blogs, we considered the importance of email deliverability, the value of individualized physician data, and how digital tools facilitate outreach to physicians. Today we’ll look at five situations when digital tools are especially useful for health system marketing.  

Healthcare marketing teams that are new to digital marketing often feel overwhelmed. Trying to master multiple channels, messages, and technologies simultaneously may even leave you longing for the days of traditional print communications. But digital marketing doesn’t have to be complicated.

Read More
Topics: Health Systems Marketing, Physician Engagement, Email Marketing

Subscribe to Email Updates

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.