DMD Intelligence

The phrase “More is not always better” has great validity—otherwise it wouldn’t be such a well-known quote. What’s often left off is the second half of the truism, “Sometimes, it’s just more.”

It’s an attitude that applies to healthcare marketing in a few ways, but particularly when you’re considering physician email lists. You can buy a database from any number of vendors and get hundreds, thousands, or even hundreds of thousands of email addresses—and believe you now have the avenue to reach all those healthcare providers’ inboxes.

I love a good road trip. As a father of four, I realize there are a lot of moving parts when we all pile into the car—the vehicle itself, the driver, a tuned-up engine, and guidance to our destination via a trusty GPS. These necessary parts provide a helpful analogy to all the components involved in an email deployment.

In this video, I break down how each element plays an integral part.

When you go to a five-star restaurant, it’s usually the chef’s culinary expertise that makes the experience truly memorable. For hospitals, having the best physicians on staff is also essential to serving up excellent care.

In today’s competitive landscape, the more information healthcare staffers have about physicians seeking job opportunities, the more proactive they can be in attracting the most talented doctors to their teams. Traditional web analytics only provide aggregate data—no specifics—leaving viable leads to turn cold. DMD’s Audience Identity Manager^SM (AIM) platform can provide an important advantage.

When you send an email to your physician audience, the goal is not only for them to open it, but also to read it. You’ve spent the time and money to craft those emails and want that effort to be recognized.

Paying heed to your deployments’ read rate is imperative for ensuring you’re capturing the attention of physician recipients.

Authenticity is important in a variety of purchasing situations, from fine art to sports memorabilia. You’d be more than disappointed to find out something you spent your hard earnings on was not what it was made out to be, which is why guarantees are standard.

Is your email database compliant with the Health Insurance Portability and Accountability Act of 1996 (HIPAA)?

This is one of the most frequent questions we hear in our conversations with hospitals. For healthcare marketers, this is a valid concern since HIPAA is closely monitored and comes with strict penalties that can result in millions of dollars in fines.

In order to optimize your email campaigns, there is one thing you need to be doing continuously: testing. If you’re just starting to test, we suggest you begin A/B testing with one variable at a time. Although A/B testing can be simple, such as identifying if a question or statement works better as a subject line, it’s important to establish an objective and hypothesis for your tests. This ensures you know what is being tested and why.

The New Year is about change. People make resolutions to lose those stubborn 10 pounds or quit French fries. Some vow to spend more time with family and less time in the office. It’s a new day, a new dawn, as the song says. Of course, we tend to keep the good things in our lives as the calendar turns—those things which we can rely on and are familiar with.

As marketing professionals, you know what you need to change and what you need to keep in your mix. Email is a keeper, with its high potential for targeted reach and deep engagement.