DMD Intelligence

Email Gone Wrong: How A Bad List Can Destroy Your Campaigns

Jerrad Rickard, Director of Product Management: Email

Have you ever had a salesman try to sell you something you didn’t want? An unsolicited sales pitch can leave you with a bad taste in your mouth about the product or brand and in some cases cause you to avoid it forever.

You may be triggering a similar type of negative response if you’re sending marketing emails to people who haven’t given their consent to receive them. And, with bad email etiquette—and a bad email list, the problems don’t stop there.

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Topics: Email List Quality

[Video] Email Opt-In

Jerrad Rickard, Director of Product Management: Email

Life is met with little annoyances that are sometimes unavoidable. From loud cell phone talkers to the person who just can’t seem to land within the lines and takes up two precious parking spots, we all regularly encounter pet peeves that are out of our control.

That being the case, we should better understand the benefit of lessening annoyances that are within our control—including email marketing efforts aimed at healthcare professionals.

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Topics: Email List Quality, Email Campaign Design & Deployment

Why Precision Targeting Matters In Physician And Consumer Email Marketing

Jerrad Rickard, Director of Product Management: Email

With winter right around the corner, skiing is a popular sport. Most ski resorts offer different trails to meet the needs of skiers with different levels of expertise. Healthcare marketers can take a similar approach to navigating the slippery slope of email marketing by tailoring their messages for different audiences.

The Importance of Precision Targeting

There are many types of skiers with different skill levels. Similarly, there are many types of physicians and patients with different needs and interests. Just as you wouldn’t send a beginner skier down the black diamond slope, you also wouldn’t want to send an email with physician CME opportunities to non-physician audiences.

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

Why Irrelevant Email Marketing Alienates Your Physician Base

Jerrad Rickard, Director of Product Management: Email

We say “the customer is always right,” but a company’s actions don’t always match that sentiment. What the customer increasingly wants—and says he wants—is a more personalized user experience. If you fail to meet that expectation, the consequences can be severe; financial and otherwise.

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Topics: Email Campaign Design & Deployment

To Send Or Not: Email Open Rate Trends During The Holidays

Jerrad Rickard, Director of Product Management: Email

The volume and frequency of email marketing communications during the holiday season creates an inbox blizzard—one in which you don’t want to get stuck. All those reliable best practices you use to make sure your healthcare emails stand out in an everyday inbox become even more important, as the chance of getting lost in a flurry of Black Friday, Cyber Monday, and Christmas Clearance emails intensifies.

In addition to those best practices, it’s helpful to look at the past year’s trends to gauge optimal opportunities for deployment.

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Use Physician Email To Feed Your Health System

Jerrad Rickard, Director of Product Management: Email

Pizza night in my house can get pretty competitive. Everyone hovers around the table, ready to dive in for a slice, wanting to grab their share before anyone else gets it. In some ways, this reminds me of how healthcare organizations today compete for the limited attention of physicians in order to build and strengthen relationships, increase referrals, and ultimately grow their systems.

Personalization Matters

But just as there are different pizza toppings for different tastes, not all physicians will have the same needs. For health systems then, the need to tailor their messages to specific physicians is key, especially when trying to engage the physicians with the greatest potential to bring in more business. One way to start tailoring your communications is by segmenting your physician database.

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Topics: Health Systems Marketing, Email Marketing

Why You Should Care About CCPA Right Now

David Reim, Chief Privacy Officer

In terms of social policy, California is often considered a bellwether state. If California votes it in, other states better pay attention. And, although it isn’t the largest, the state of California holds a great deal of influence. The Golden State is the fifth largest economy in the world and is projected to surpass 40 million residents by 2019—representing approximately one out of every eight U.S. citizens (12.5 percent). California also has 12 percent of the nation's physicians.

Given the state’s impact, it’s no wonder that the California Consumer Privacy Act (CCPA) is becoming an important topic. Although the CCPA does not go into effect until January 1, 2020, there are crucial considerations you need to start thinking about right now.

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Topics: Email Marketing, Healthcare Marketing, Pharma Marketing, Data Privacy

[Video] Determining The Right Length And Schedule For Emails

Jerrad Rickard, Director of Product Management: Email

Six seconds isn’t a lot of time, but it’s a crucial cut-off in email marketing. By the time you get to “six Mississippi,” the healthcare provider on the receiving end of your email message has made an important decision: delete or engage.

To ensure you grab your audience's attention in that elusive time frame, there are a few principles to put into practice.

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HCIC 2018: Things To Do In Scottsdale, AZ

Christopher Lee, Chief Commercial Officer, Healthcare

Scottsdale, AZ is known for its great fall weather, with temperatures averaging around 75 degrees in November. There’s also lots to see and do in the area. That’s why if you’re headed to the 22nd Annual Healthcare Internet Conference (HCIC), you’ll want to set aside a little time in your busy schedule to explore some of the highlights.

Whether you want to experience the art galleries, indulge in specialty food drinks, or visit Frank Lloyd Wright’s former residence, there’s sure to be something that appeals to your senses.

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Topics: Healthcare Marketing, DMD News

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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.