DMD Intelligence

Dale Benner, Senior Director, Product Management

Dale Benner, Senior Director, Product Management

With more than 20 years in the healthcare and pharmaceutical industry, Dale Benner is the Senior Director, Product Management at DMD, where he plays a key role in DMD’s growing portfolio of digital identification products. Dale has launched both pharmaceutical and information services products, and has expertise in a broad range of healthcare areas including product management, strategic planning, supply chain, multi-channel marketing, forecasting, and business development. Dale holds an MBA from Regis University and a Certificate in Pharmaceutical Management from Rutgers Business School.

Author's Posts

Aggregate Data Is Not Enough: The Case For Individual-Level Physician Data

Dale Benner, Senior Director, Product Management

When you go out to dinner with friends, chances are you don’t all order the same meal or request your food to be prepared the same way. Most restaurants try to accommodate individual preferences. Pharma marketers also need to go to the same lengths to serve up content tailored to meet their physician’s specific tastes.

This requires capturing data on an individual level so you can begin to know your physicians and what they care about. Such insights can be the difference between marketing success and failure.

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Topics: Pharma Marketing, AIM, Audience Identity Management

[Video] AIM: Identifying Your Website Traffic

Dale Benner, Senior Director, Product Management

The headline on the Google Analytics website overview page states “Get to know your customers.” It’s not a false statement. GA and other data platforms do give you tools to better understand your website traffic. It’s a valuable resource.

Yet, as insightful as this information is on a broad level, it still leaves much to be desired in terms of individual data. Who is your website visitor, exactly?

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Topics: Healthcare Marketing, AIM

Beyond The Basics: How Audience Identity Data Enhances Email Marketing

Dale Benner, Senior Director, Product Management

When pharma marketers think about email campaigns, metrics like opens and click-throughs immediately come to mind. It’s nearly impossible to develop successful campaigns without these fundamental measurements.

Yet newer metrics are equally valuable. That’s because the next generation of digital measurement provides individualized data about healthcare professionals (HCPs) who visit medical websites. With audience identity data and digital journey data, pharma brands can connect the dots between email and website marketing in order to produce highly effective, integrated digital campaigns.

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

AIM Topic: Expand Insights Beyond Your Target Physician List

Dale Benner, Senior Director, Product Management

We’ve had some exciting news surrounding our Audience Identity ManagerSM (AIM) platform as of late, and now, we’re introducing a new sub-product to the overall AIM suite of products: AIM Topic.

AIM Topic is similar to AIM Journey, in that it reports the types of sites healthcare professionals visit and the topics they investigate, including disease categories, specific disease states (and sub-states), and approximately five thousand keywords. But, instead of following the online activity of individual, pre-selected HCPs, AIM Topic identifies the HCPs for you based on the disease and topics you select.

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Topics: AIM, Healthcare Marketing

AIM Joins DMD’s Email In BPA Worldwide Certification

Dale Benner, Senior Director, Product Management

Nothing is certain in this world except for death and taxes, according to Benjamin Franklin. If we’ve reached a third “certainty”, it’s arguably technology’s constant evolution—something Greg Satell speaks about in his recent Harvard Business Review article. This evolution requires ongoing adaptation, not only from consumers but also those who innovate—if they wish to remain competitive.

Unfortunately, due to the speed at which technology reinvents itself, innovation isn’t always rooted in compliance. A company’s shortcuts puts clients at risk. On the other hand, a company’s fierce devotion to hold itself responsible—and pass the resulting compliance along to its clients—is what makes one an industry leader. With our patent-pending Audience Identity MangerSM (AIM) technology recently receiving certification for its conformance to the BPA Worldwide standards for audience qualification and IAB Data Best Practices, we are leading the charge in responsible digital marketing.

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Topics: Healthcare Marketing, AIM, DMD News

Increase Physician Engagement With Audience Identity Data

Dale Benner, Senior Director, Product Management

Timing is everything—both in life and also in marketing.

Perhaps you’re considering a trip to the Grand Canyon and you suddenly get an email with links to hotel deals, airfare specials, and tours of the South rim. Such a well-timed message may encourage you to go ahead and book these details. This makes your vacation planning quick and painless.

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Topics: Pharma Marketing, AIM: Digital Journey

5 Ways To Build Authentic Relationships With Physicians

Dale Benner, Senior Director, Product Management

We all know the stereotype of the used car salesman trying desperately to sell someone a vehicle that they don’t need or want. Perhaps the shopper is looking for a compact car, but the salesperson is pushing an SUV. This effectively halts the sales conversation and leaves the shopper running for the door.

 While this scenario is often played from a comical angle in sitcoms and movies, it can also drive home a serious reminder for pharma marketers: Know your physicians and listen to what they want. This insight is essential to forming authentic alliances so you can deliver the desired information through your website and email marketing.

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Topics: Pharma Marketing

Audience Identity Management: Solving The Physician Anonymity Problem

Dale Benner, Senior Director, Product Management

Twenty years is a long time to live in the digital “unknown,” but it’s been the harsh reality health system marketers have had to suffer through. For as long as digital marketing has been on the scene, the anonymity of website visitors has put obstacle after obstacle in front of fruitful hospital growth.

That is all changing.

The Audience Identity ManagerSM (AIM) platform allows marketers to deterministically identify website visitors, down to their NPI number and more.

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Topics: Health Systems Marketing, Audience Identity Management

Channel Optimization In Pharma: Looking Beyond Your Brand Websites

Dale Benner, Senior Director, Product Management

Multichannel is one of the biggest buzzwords in marketing, but this week it’s time to get down to business and define what it really means for pharma.

At the Channel Optimization in Pharma Marketing conference, experts from AstraZeneca, GSK, and other pharma organizations will connect the dots between multichannel, data, and physician engagement.

On Thursday, I’ll join them to talk about how audience identity data—and specifically, “digital journey” data from our online ecosystem of 300 medical websites—is essential to optimizing physician marketing across channels.

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Topics: Pharma Marketing, AIM: Digital Journey

Agility Training For Pharma Marketers

Dale Benner, Senior Director, Product Management

Doing digital marketing in a world of tech giants like Microsoft, Google, and Facebook can make even the most seasoned pharma marketer feel like a Lilliputian. Our individual campaigns are essential to our brands, but they’re inconsequential in the total scheme of the technology that underpins digital commerce.

In other words, the giants make the rules, and we have to play by them. That requires being nimble enough to stay on top of each successive change.  

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

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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.