DMD Intelligence

Masters Of The Pharma Universe: 4 Databases Every Digital Marketer Must Know

Anthony Luttenberger, Chief Commercial Officer, Pharma

Nearly two-thirds of U.S. senior business decision-makers rank big data/analytics first among the technologies necessary for enhancing the customer experience. A similar number put “improving data analysis capabilities” at the top of their priorities.

Effective marketing clearly requires data, and in pharma marketing, much of this information comes from four critical databases. In this blog, we’ll review the differences between drug distribution data, prescription claims data, electronic health records, and audience identity data. We’ll also consider how each data set evolved to support effective digital marketing campaigns.

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Topics: Pharma Marketing

A Band-Aid Approach Won’t Fix Referral Leakage - Targeted Email Can

Christopher Lee, Chief Commercial Officer, Healthcare

A slow leak in a bike tire can be manageable—for a while. You might get by with a patch or by pumping it up every few times you ride. Similarly, you may not be so concerned if one or two in-network referrals escape your door, especially if you’re recouping the loss with a few patients gained from outside sources. The health system can still perform, even if it’s not growing or running as smoothly as it could be.

Eventually, the Band-Aid approach won’t work and you’ll need to do something serious about the leak. You can’t run a health system on a flat tire.

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Topics: Health Systems Marketing, Email Marketing

First Impressions Matter: Make Your Physician Emails Count

Jerrad Rickard, Director of Product Management: Email

Though email has traditionally been considered non-personal promotion, it doesn’t have to be. In the hands of savvy marketers, email becomes a personalized channel that allows you to build strong, ongoing relationships with physicians.

As in any relationship, your first interaction with a physician makes a lasting impression. If your email message is compelling and relevant, it sets the tone for a mutually beneficial relationship. On the other hand, if it is irrelevant or unwanted, it encourages the recipient to associate your brand with spam.

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Topics: Pharma Marketing, Email Campaign Design & Deployment

Million-Dollar Price Tag: The Real Cost Of Physician Dissatisfaction

Christopher Lee, Chief Commercial Officer, Healthcare

When facing any predicament, it often helps to dig deeper into the core issues at hand. In regards to waning physician retention, getting to the root of the matter involves identifying the underlying reasons physicians leave. Acknowledging the various needs of providers is of utmost importance, so you’re well-informed on how to enhance job satisfaction and thus reduce the costs involved in hiring and training new staff.

That last point cannot be ignored. How much of a financial burden is on the table?

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Topics: Health Systems Marketing, Email Marketing, Physician Engagement

Flex Your Email Muscle: Condition ISPs To Recognize Your Email Domain As Reliable

Jerrad Rickard, Director of Product Management: Email

Anyone who has pursued an athletic goal – whether running a 5K or earning a spot on a competitive team – knows that it requires training. To succeed, you have to put in hours at the gym, adopt a healthy lifestyle, and make adjustments as you reach milestones or face setbacks.

Achieving email marketing success isn’t so different. Creating campaigns that convert physicians to prescribers involves planning, persistence, and continual refinements. It also requires conditioning internet service providers (ISPs) to recognize and deliver your emails.

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Topics: Pharma Marketing, Email Campaign Design & Deployment

ASPR 2018 Revolutionize Your Recruitment Strategies

Christopher Lee, Chief Commercial Officer, Healthcare

Last week my colleague, Chris Lee, suggested a few presentations that may be valuable as you build your 2018 ASPR conference itinerary.  His presentation entitled “No Login Required: Identify The Physicians Reading Your Job Posts,” will discuss the leading benefits of housing our audience identity management technology on your recruitment website.

One of the most important uses—indicated by its inclusion in the presentation’s title—is the ability to capture information about potential candidates without requiring them to log in or create a profile on your website. When you know who is on your site and what they are doing, you can proactively partner with them.  

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Topics: Health Systems Marketing, Healthcare Staffing

Healthcare Recruiters: Do You Know Which Physicians Are Reading Your Job Posts?

Christopher Lee, Chief Commercial Officer, Healthcare

Until recently, one of the biggest hurdles healthcare recruiters had to overcome was capturing information about physicians who viewed online job posts. Recruiters had to rely on the hope that interested candidates would take time to create login credentials so they could be identified and subsequently contacted.

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Topics: Health Systems Marketing, Healthcare Staffing

Everything You Need To Know To Optimize Your Next Pharma Email Deployment

Jerrad Rickard, Director of Product Management: Email

Are you a jump-in-the-deep-end marketer? Or are you more likely to test the waters first?  

For many of us, the answer depends on the type of campaign. Email is so simple compared to other channels, it’s not uncommon for marketers to head straight for the high board. Unfortunately, this often leads to a belly flop.  

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Topics: Pharma Marketing, Email Campaign Design & Deployment

Office Or Personal: What’s The Best Email For Physician Outreach?

David Reim, Chief Privacy Officer

It goes without saying that the success of your pharma brand depends on physicians. Yet marketing to physicians is a balancing act. You need to engage them frequently enough to convey your product’s value and build strong relationships, but you don’t want to alienate them by sending unwanted email.

One of the best ways to avoid sending email that may be considered irrelevant is to understand and respect physician’s preferences regarding where they receive email.

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Topics: Pharma Marketing

ASPR 2018 Is “Transforming Healthcare”: 3 Not-To-Miss Sessions

Christopher Lee, Chief Commercial Officer, Healthcare

Each year, the Association of Staff Physician Recruiters (ASPR) holds an annual conference to promote networking, learning, and improved success among recruitment-focused professionals. This year’s theme is “Transforming Healthcare in Our Communities.”

It’s always constructive for DMD representatives to attend these events, but this year I also have the honor of presenting as part of the new Innovation Theaters series. My session is entitled “No Login Required: Identify The Physicians Reading Your Job Posts,” from which I’ll be sharing insights about our digital audience identity management platform and its role in transforming healthcare.

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Topics: Health Systems Marketing, Healthcare Staffing

Learn Where HCPs Get Information Online At eyeforpharma 2018

David Reim, Chief Privacy Officer

Email marketing, brand websites, social media, paid advertising. Which is most effective for getting a physician’s attention? For building relationships? Or for delivering timely medical information?

Any way you slice it, channel selection presents a challenge for pharma marketers. At eyeforpharma, I’m going to ask you to step back from this problem long enough to consider the underlying question: How and where do your customers gain their information?

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Topics: Pharma Marketing

Email With Purpose: Valuable Content Builds Relationships With Physician Candidates

Tighe Blazier, Chief Commercial Officer, Healthcare Communications

Leaders For Today (LFT), a national healthcare interim and permanent staffing company, just released a report regarding the perceived state of physician staffing. More than 200 hospital leaders from facilities of various sizes and locations were enlisted to take part. Upon completion, the report was entitled “The Candidates Don’t Exist.”

You can’t get much more blunt than that.

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Topics: Health Systems Marketing, Healthcare Staffing

Deliver The Content Physicians Need To Make Better Decisions Faster

David Reim, Chief Privacy Officer

In the current healthcare economy, maximizing value is the surest way to maximize commercial performance. It’s also the best way to improve patient outcomes. Eyeforpharma 2018 will explore how pharma companies are working to achieve both goals.

New data sourcing and analysis techniques play a critical role in this process. Though the first tools that come to mind might be patient-facing, physician data sources, like audience identity management technology, are equally important.

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Topics: Pharma Marketing

Don’t Skimp On Sourcing: Ensure You’re Reaching Intended Physician Candidates

Tighe Blazier, Chief Commercial Officer, Healthcare Communications

In a Medscape “One-on-One” interview with host Eric Topol, Ezekiel Emanuel, MD, PhD, argues that the direness of the physician shortage has been overstated. He believes the problem is, at its core, a time management issue. Dr. Emanuel cites additional contributing factors, such as maldistribution of rural versus urban markets and the misconception that once supply meets demand, everything will be okay.

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Topics: Health Systems Marketing, Healthcare Staffing

Headed To eyeforpharma 2018? Don’t Miss These 4 Sessions

David Reim, Chief Privacy Officer

Next week we’re sending an all-star cast to Philadelphia for eyeforpharma 2018. Anthony Luttenberger, Joe Mastracchio, myself, and many others will be on hand to talk about one of our favorite subjects: Smart data that delivers new insights into the online behavior of individual HCPs.  

We’re also looking forward to learning from other industry experts, starting with these three presentations:  

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Topics: Pharma Marketing

Want To Pack Your Next CME Event? Conquer These 3 Email Missteps

Tighe Blazier, Chief Commercial Officer, Healthcare Communications

The core purpose of marketing is to bring positive awareness to a product or service, with the hope that consumers will choose your goods or services over a competitor. Even if a brand doesn’t truly believe it’s the best, savvy marketers are still capable of convincing a portion of the public to buy.

It’s why some brands have the budget—and the chutzpah—to pay an insane amount of money for a Superbowl ad.

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

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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.