DMD Intelligence

Email + Web + Events: How Digital Strategies Can Enhance The Customer Experience

Dale Benner, Senior Director, Product Management

In our final customer experience (CX) blog, we build upon the importance of relevancy, appropriate frequency, and value in HCP communications to explore how you can integrate email, web, and event initiatives to deliver a seamless HCP experience.

Getting in front of HCPs doesn’t necessarily have to happen in a doc’s office. With those in-person meetings becoming more difficult to arrange and execute, additional avenues of communication are increasingly important.

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Topics: Pharma Marketing

What Hospital Marketers Can Learn From Elite Athletes

Christopher Lee, Chief Commercial Officer, Healthcare

Elite athletes deserve the title. They’ve spent years expelling sweat and tears to rise above mediocre talent and hopefully come away with the ultimate prize, whether that trophy comes in the form of an Olympic medal or a Superbowl ring. These individuals—solo or as part of a team—never let up, because they know once they do, victory becomes fleeting.

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

Personalize Emails For More Productive Conversations With Physicians

Jerrad Rickard, Director of Product Management: Email

Certain types of personalities skip to the end of a book to find out what happens. They get a result, but they don’t learn any of the “guts” that explain how the story ended up where it did. The reader didn’t do the work for the assumed payoff.

Email database sources don’t always do the work either, even though they may promise physician-level data equivalent to an autobiography. Health system marketers find themselves in a serious pickle upon discovering the declared life’s story is filled with empty pages. They know next to nothing about the physicians they’re targeting and therefore have no idea how to speak to them in a meaningful and relevant manner. Worse, oftentimes the email addresses contained in physician lists are inaccurate or impertinent.

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Topics: Email Marketing, Health Systems Marketing

Confessions Of A White Hat Hacker: Generating Bot Traffic On Medical Websites

Wei Han Frank Lin, Chief Technology Officer

This is the third blog in our "Pharma and Digital Ad Fraud" series. In the last few weeks, we’ve explored the differences between good and bad bots, as well as the strengths and limitations of blacklisting and whitelisting. Today, we’ll look at some of the ways bots are created and why they’re so prevalent.

Bot traffic now exceeds human traffic across the Internet, especially in pharma. According to our research, 60 percent of total traffic on some healthcare websites is bot-generated.

Where do all those bots come from? To find out, I took a journey to the dark side of online publishing and bot generation. Here’s what I learned.

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Topics: Pharma Marketing, AIM

Beat HCP Boredom: How To Make In-Person Meetings More Meaningful

Dale Benner, Senior Director, Product Management

As we continue with our Customer Experience (CX) series, this installment builds upon previous topics—providing a seamless online experience and sending only timely, relevant emailsand highlights how audience identity management technology makes in-person meetings more valuable for HCPs.

It’s no secret that pharma sales reps get less time with HCPs with each passing year. In-person meetings are often limited to just a few minutes. HCPs are more focused on attending to their patients, which has also been a struggle due to the rising number of individuals seeking care. 2017 statistics indicate that about 60 percent of HCPs spend between 13 and 24 minutes with patients, but 6 percent limit the HCP-patient interaction to less than nine minutes.

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Topics: Pharma Marketing

Embrace Multichannel Marketing For Physician Recruitment Success

Tighe Blazier, Chief Commercial Officer, Healthcare Communications

Improvements in digital tactics have prompted email and web to fill in the holes left by traditional approaches to physician recruitment. This is not to say that “classic advertising” does not have a place in an overall marketing strategy.

A hybrid approach using all available channels—also known as multichannel marketing—can be very effective. However, there are challenges to consider.

Before I get to the potential hurdles of non-digital avenues, let’s examine the benefits of taking a multichannel route.

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Topics: Healthcare Staffing, Health Systems Marketing

DMD Pharma Innovators Series: Richard Murphy, BPA Worldwide

David Reim, Chief Privacy Officer

Richard Murphy is Senior Vice President, BPA Media and General Manager, iCompli – Technology Assurance.  Richard leads BPA's Technology Assurance division, iCompli, specializing in Technology Auditing, Data Security and Privacy, Governance, Risk and Compliance.  In addition, he manages BPA’s global operations, including the company’s U.S., Canada, EMEA, and China/Asia Pacific divisions.  He is a licensed Certified Public Accountant (CPA) and a Certified Information Systems Auditor (CISA).

For DMD’s Pharma Innovators Series, David Reim spoke with Richard Murphy, Senior Vice President at BPA Worldwide, about the growing demand for accountability in digital media, particularly as it relates to online brand safety and digital ad fraud. As an independent, not-for-profit organization, BPA Worldwide audits media audiences and verifies compliance to government, industry, and organizational standards. These compliance and assurance services are especially welcome in pharma and healthcare, which are prime targets for digital ad fraud.

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Topics: Pharma Marketing, Pharma Innovator Series

Alliance 2018: Learn, Then Play

Christopher Lee, Chief Commercial Officer, Healthcare

With over 83 concurrent sessions at this year’s Alliance for Continuing Education in the Health Professions Conference, there is great opportunity for learning. Here are just a few sessions we think to be of value. But it's not all about work, is it? Read on for fun places for when you need a break your daily learning. 

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Topics: Health Systems Marketing

Blacklisting vs. Whitelisting In Pharma Marketing

Wei Han Frank Lin, Chief Technology Officer

This is the second blog in our "Pharma and Digital Ad Fraud" series. Previously, we explored the differences between good and bad bots. This blog will consider several ways pharma marketers can ensure more of the visitors to medical website are actual humans.

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Topics: Accountable media, Pharma Marketing

No More “Dear Sir”- 4 Key Components To Personalize In Physician Emails

Jerrad Rickard, Director of Product Management: Email

Gone are the days of the “Dear Sir” or “To whom it may concern” salutation. They might still be used in overly-formal communications, but these days, individuals prefer a more personalized approach in their day-to-day operations and activities.

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

Deliver An Effective Customer Experience: Send HCPs Only Relevant, Timely Emails

Jerrad Rickard, Director of Product Management: Email

Blog-01.11.2018-639045124.jpgIn the first installment of our “Customer Experience” (CX) series, we discussed the importance of creating a seamless CX for HCPs visiting your website. In this blog, we’ll explore how you can use email to supplement details gleaned from their online behavior.

Retail has done a fair job of observing customer browsing patterns online and following up on interest. If you’ve added something to your virtual cart but not completed the checkout process, chances are you’ll get an email sometime within the next 24 hours reminding you of that very fact. Retailers also trigger emails suggesting other products you might like based on previous purchases.

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Topics: Precision Targeting, Pharma Marketing, Expanding HCP Reach

How Targeted Email Campaigns Can Thwart Referral Leakage

Christopher Lee, Chief Commercial Officer, Healthcare

A strong, healthy relationship is supported by the omnipresence of clear, consistent communication. A couple won’t survive long if the silent treatment is their go-to solution for addressing conflict. The same premise exists for building solid relationships between health systems and the physicians they employ—frequent communication is imperative.

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Topics: Email Marketing, Health Systems Marketing

Good vs. Bad Bots: Who’s Really Visiting Medical Websites?

Wei Han Frank Lin, Chief Technology Officer

This is the first blog in our "Pharma and Digital Ad Fraud" series. In the coming weeks, we’ll take a close look at the threat bots present and what pharma marketers can do to reduce the risk of ad fraud.

Jupiter Research predicts that in 2018 advertisers will lose $51 million dollars per day to digital ad fraud. Growing advertising budgets and high CPM make pharma a particularly attractive target for cybercriminals. Fortunately, there are ways to protect your marketing budget from fraudulent activity.

Developing a thorough understanding of bots is the first step. We’ll kick off our new bot series by exploring the differences between good bots and bad bots.

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Topics: Accountable media, Pharma Marketing

5 Reasons Email Works Best To Engage Physicians And Improve Retention

Jerrad Rickard, Director of Product Management: Email

A strong brand can withstand the occasional hiccup. Apple’s recent software snafu—which impacted the battery performance of older iPhones—will likely irritate users, but not instigate a mass transfer to Android. That’s the power of brand strength. It keeps customers, and it keeps them (generally) happy.

As we enter 2018, particularly with the U.S. News & World Report rankings on the horizon, it’s an opportune time to consider this: Are you keeping your physicians happy?

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Topics: Email Marketing, Health Systems Marketing

Optimize The Online Customer Experience: Meet HCPs Where They Are

Dale Benner, Senior Director, Product Management

In 2018, it would be inconceivable for a product or service brand not to have a web presence. The immediate availability of information over the web now means it stands to influence awareness and engagment, with an expanding role in the sales process. 

While retailers face challenges as regularly as the pharma industry when constructing a customer-friendly website, pharma has much more to consider in terms of meeting HCPs needs. Whether a shoe brand runs small or true-to-size fit is much less complicated than ensuring a drug profile is comprehensive, up to date, and readily accessible to those who seek it out.

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Topics: Audience Identity Management, Pharma Marketing, AIM

Strategizing Email For 2018: Don’t Forget The Basics

Jerrad Rickard, Director of Product Management: Email

As we dive head-first into 2018, it’s easy to get caught up in the latest and greatest marketing trends, tactics, and plans for execution. But, as Chad White, author of Email Marketing Rules, stated in a recent article, “The new thing for email marketing in 2018 will be an old thing: email authentication.”

When you don’t start with the basic foundation of a high-quality email list, your efforts—no matter how creative or how innovative—will simply fall short.

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

ICYMI: Understand Physician Behavior On Your Medical Website And 300 Others

Dale Benner, Senior Director, Product Management

The last two years have brought major changes to the way pharma marketers plan, evaluate, and refine digital marketing strategies. After relying on aggregated website data for 20 years, marketers finally have access to individualized data about the online behavior of opted-in HCPs.

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Topics: Pharma Marketing, AIM: Digital Journey

Don’t Fall Prey To Data Decay: 4 Ways To Boost CME Registration

Christopher Lee, Chief Commercial Officer, Healthcare

Every human needs to eat in order to survive. The challenge of supermarkets, restaurants, and the recently-popular meal planning services is to get you to choose their goods over the competitor.

The continuing medical education (CME) world resonates similarly. Physicians are required to obtain CME credits in order to retain licensure (aka, their "meal ticket"), but the trick is getting them to attend your events.

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Topics: CME Programs, Health Systems Marketing

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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.