DMD Intelligence

Ho, Ho, Hold Up… Should You Deploy Emails During the Holidays?

Jerrad Rickard, Senior Director of Product Management: Email

When you’re in the business of data, it’s important to follow trends year over year. In the past, we’ve identified a number of consistencies surrounding email engagement, specific to the holiday season. Healthcare marketers can expect some of those consistencies to remain the same this year, but they also have to consider the unique nature of 2020.

Our analysis of 2020 behavior to-date revealed that the COVID-19 pandemic seemed to have a dramatic effect on the engagement rates of emails sent by pharmaceutical, medical device, and diagnostic companies. Metrics such as open rates have experienced a downturn from the initial spike early in the pandemic, but they remain elevated over previous years. DMD’s AIM® XR data, which monitors physician activity across 2,100-plus medical websites, also shows that COVID-19 continues to be a highly relevant and engaging topic among healthcare providers.

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Topics: Email Marketing, Physician Engagement, Healthcare Marketing, Covid-19, DMD Marketing

Triggered Email Is Easier Than You Think

Jerrad Rickard, Senior Director of Product Management: Email

When healthcare marketers consider the merits of implementing a triggered email campaign, you can almost see the trepidation in their eyes.

Visions of a tangled web of “if this, then that,” confusing automations, and hard-to-understand metrics; all these cloud the reality of triggered email campaigns.

The truth is: triggered emails aren't as complicated as they appear. And, they really work.

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Topics: Email Marketing, Healthcare Marketing, DMD Marketing, Triggered Email

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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.