DMD Intelligence

Anthony Luttenberger, Chief Commercial Officer, Pharma

Anthony Luttenberger, Chief Commercial Officer, Pharma

Pharmaceutical industry veteran, Anthony Luttenberger was named Chief Commercial Officer of DMD’s pharma division in 2016. With a strong track record of accelerating sales and revenue, Anthony has launched new, innovative healthcare technology game-changers while growing legacy offerings. He has been instrumental in growing DMD’s sales and revenue, building team performance, and optimizing the company’s organizational processes. Anthony attended Kean University where he earned a Bachelor of Applied Science degree in Business Management, Statistics.

Author's Posts

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

Engage Physicians As Consumers To Expand Your Sales Base

Anthony Luttenberger, Chief Commercial Officer, Pharma

The 2017 State of Engagement Report, released earlier this year, speaks about the reality of the “Engagement Economy”—the evolving era where everyone and everything is connected. It’s an environment that is opportune for medical device marketers to interact with health systems and physicians, but it also presents challenges.

As we’ve explored in other discussions, physicians are consumers too. Just like B2C customers, they should feel wanted, understood, and connected to their brand.

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Topics: Health Systems Marketing, Medical Devices Marketing, Physician Engagement

How To Influence Physician Brand Loyalty

Anthony Luttenberger, Chief Commercial Officer, Pharma

Switching brands can be a very personal process. Going from Nike to Asics may pull at the heart strings, especially if you’ve been loyal to the "swoosh" for some time. There’s likely some heavy research involved before fully making the commitment. What are others saying? How will the fit differ? Will the new brand be able to support you on your weekend 10-milers?

Physicians who are considering shifting from one medical device company to another face a similar situation, just heightened. Concerns extend far beyond the risk of shin splints and blisters, so the pre-switch research is likely extensive. As a former medical device sales professional, building brand loyalty is critical, as it can be difficult to get your customer to switch devices. 

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Topics: Health Systems Marketing, Audience Identity Management, Medical Devices Marketing

Everything You Wanted To Know About Healthcare Digital Marketing (But Were Afraid To Ask)

Anthony Luttenberger, Chief Commercial Officer, Pharma

Everyone talks about it, but no one really knows how to do it. Everyone thinks everyone else is doing it, so everyone says they’re doing it. But the truth is, most aren’t doing it. And if they are, they probably aren’t doing it very well.

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Topics: Pharma Marketing, Email Marketing, Email Campaign Design & Deployment

Does Your Email Provider Pass the Quality Test?

Anthony Luttenberger, Chief Commercial Officer, Pharma

Pharma marketers know that precision targeting, customized messaging, and strategic timing are critical to email marketing ROI. Yet implementing these tactics is often easier said than done. Working with an experienced and successfulemail provider can make all the difference.

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Topics: Email Marketing, Pharma Marketing, Email Campaign Design & Deployment

Know Why HCPs Aren’t Prescribing Your Drug, So You Can Influence Their Behavior

Anthony Luttenberger, Chief Commercial Officer, Pharma

When a target group of physicians isn’t prescribing your brand, you need to understand the "why" so you can figure out how to change their behavior. You need to determine how best to promote the brand based on the current needs of individual doctors in that market.

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Topics: Audience Identity Management, Pharma Marketing, AIM

The Evolution (and Implications) of Big Data in Pharma

Anthony Luttenberger, Chief Commercial Officer, Pharma

Would you be surprised to learn that pharma marketing has something in common with beer? Consider this.

Historically, Budweiser knew how many cases and kegs rolled off its delivery trucks and into specific bars or restaurants. Tracking sales was simply a matter of adding up the totals. Then point-of-sale data came along and the company could track whether it sold more beer by the bottle or draft. Sales and marketing strategies were adjusted to better serve specific markets.

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Topics: Pharma Marketing, Email Marketing, Pharma Innovator Series

4 Databases Every Successful Pharma Marketer Should Master

Anthony Luttenberger, Chief Commercial Officer, Pharma

Every pharma marketer needs to be aware of four critical databases in order to make effective marketing decisions. At the highest level, this data provides insight into your supply chain. At its most granular, it paints a detailed picture of the doctors who prescribe your products and the diagnoses they’re most often prescribed for. As regional, demographic, and other differences become apparent, you can adjust your digital marketing strategies accordingly.  

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Topics: Email Marketing, Pharma Marketing, Audience Identity Management

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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.