Our last few blogs have focused on our new Audience Identity ManagerSM (AIM), a data technology that will help you identify and target healthcare professional (HCP) visitors to your website in real time. We’ve talked about what it is and how it can power your marketing efforts. At this point, you may be wondering why DMD, an email marketing company, developed a product like AIM.
We are, of course, in the business of data. Thanks to opt-in email, the email channel has had great success collecting and analyzing HCP data – so far. Still, we started to see some technical challenges on the horizon, particularly related to the cookie. So, we decided to create an innovative audience identity management tool. Our email and data expertise make us uniquely qualified to do so.
Authenticated Email Addresses
DMD has a long history of developing the highest quality HCP data available. We source our HCP first-party data from the medical journal publishers and professional service companies who collect email addresses directly from HCPs.
When physicians register for online content with one of our partner publishers, they opt in to receive relevant medical information via email. We authenticate these physician addresses against theAmerican Medical Association (AMA) Physician Masterfile, identify a preferred address, when a physician has given more than one, and conduct our own domain testing. We then pool the authenticated email addresses via the DMD Healthcare Communications Network℠.
Our publishing industry relationships go back decades to when we became one of the first American Medical Association Database Licensees. Today, we maintain the largest opt-in HCP email database in the industry with deep insights on six million HCPs. Plus, ours is the first and only U.S. physician email database successfully audited and classified as a verified source by BPA Worldwide.
Opt-In Healthcare Communications Network
We’re probably all familiar with how opt-ins work on a website. For instance, when an HCP registers to download educational material or participate in an online event, she might be given the opportunity to opt in to various programs. AIM works this way too, but because we’re email experts, we designed it to also be implemented through email.
Whenever an HCP opts in to our Healthcare Communications Network and opens an email from us, we can automatically deliver a tag to the HCP’s browser. This is a huge advantage, particularly when you consider that DMD deploys 50 million emails per year. Once you identify your audience, we can provide the data and deployment benchmarks you need to develop successful campaigns.
Ahead of the Curve
We started assigning AIM Tags to individual HCPs in October 2015. We’re currently at 350,000 tagged HCPs using 600,000 devices. That number is rising fast. Given our email background, we have a clear understanding of the most valuable targets. We’re signing up HCPs from high value lists first.
Yet, we’re also big believers in targeting the whole practice, so we’re tagging nurse practitioners, physician assistants, and nurses whenever we get the chance. Just imagine how you could refine your brand strategy if you had specific real-time data, not only about physicians, but also about the many mid-level HCPs who are undoubtedly interacting with your site every day.