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

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

Create A Seamless Multichannel Experience For Target HCPs

Dale Benner, Senior Director, Product Management

Information overload has become a way of life for most of us, physicians included. Between email marketing, pharma brand websites, online medical journals, and digital ads, doctors encounter more professional resources than they can possibly consume.

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Topics: Pharma Marketing

The Internet Of Me: Use Physician Data To Better Personalize Email Communications

Dale Benner, Senior Director, Product Management

When working with email lists, it’s easy to get caught up in thinking “that’s just data.” In reality, it’s so much more. Each physician contained in your database is a real person; a human being with pain points that require resolution. While email marketing used to slide by with low-level personalization and still drive engagement, that approach is fading fast.

If you’re not speaking to physicians in a meaningful way, you’ve already knocked yourself out of the digital marketing game. This snippet from a recent article perfectly captured the personalization notion:

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Topics: Email Marketing, Physician Engagement, Health Systems Marketing

Email + Web + Events: How Digital Strategies Can Enhance The Customer Experience

Dale Benner, Senior Director, Product Management

In our final customer experience (CX) blog, we build upon the importance of relevancy, appropriate frequency, and value in HCP communications to explore how you can integrate email, web, and event initiatives to deliver a seamless HCP experience.

Getting in front of HCPs doesn’t necessarily have to happen in a doc’s office. With those in-person meetings becoming more difficult to arrange and execute, additional avenues of communication are increasingly important.

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Topics: Pharma Marketing

Beat HCP Boredom: How To Make In-Person Meetings More Meaningful

Dale Benner, Senior Director, Product Management

As we continue with our Customer Experience (CX) series, this installment builds upon previous topics—providing a seamless online experience and sending only timely, relevant emailsand highlights how audience identity management technology makes in-person meetings more valuable for HCPs.

It’s no secret that pharma sales reps get less time with HCPs with each passing year. In-person meetings are often limited to just a few minutes. HCPs are more focused on attending to their patients, which has also been a struggle due to the rising number of individuals seeking care. 2017 statistics indicate that about 60 percent of HCPs spend between 13 and 24 minutes with patients, but 6 percent limit the HCP-patient interaction to less than nine minutes.

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Topics: Pharma Marketing

Optimize The Online Customer Experience: Meet HCPs Where They Are

Dale Benner, Senior Director, Product Management

In 2018, it would be inconceivable for a product or service brand not to have a web presence. The immediate availability of information over the web now means it stands to influence awareness and engagment, with an expanding role in the sales process. 

While retailers face challenges as regularly as the pharma industry when constructing a customer-friendly website, pharma has much more to consider in terms of meeting HCPs needs. Whether a shoe brand runs small or true-to-size fit is much less complicated than ensuring a drug profile is comprehensive, up to date, and readily accessible to those who seek it out.

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Topics: Audience Identity Management, Pharma Marketing, AIM

ICYMI: Understand Physician Behavior On Your Medical Website And 300 Others

Dale Benner, Senior Director, Product Management

The last two years have brought major changes to the way pharma marketers plan, evaluate, and refine digital marketing strategies. After relying on aggregated website data for 20 years, marketers finally have access to individualized data about the online behavior of opted-in HCPs.

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Topics: Pharma Marketing, AIM: Digital Journey

5 Pharma Marketing Must-Do’s: Your 2018 Checklist

Dale Benner, Senior Director, Product Management

A combination of well-known factors points to a big year for digital pharma marketing in 2018:

  • The use of mobile devices in clinical settings continues to rise
  • Doctors are less available for in-person meetings with sales reps

The challenge is, of course, using digital channels to engage target physicians and build meaningful relationships that stand the test of time. Delivering a valuable, seamless customer experience is the key.

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

Finally, Medical Website Data Pharma Marketers Can Trust

Dale Benner, Senior Director, Product Management

Despite the increasing importance of audience data and analytics in marketing planning, few advertising executives trust the available data. A recent survey of advertiser and agency decision makers conducted by Advertiser Perceptions shows only 33 percent of ad execs consider their audience insights "completely trustworthy." Only 29 percent completely trust their audience analytics.

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Topics: Audience Identity Management, Accountable media, Pharma Marketing

Leverage Digital Data To Optimize The Customer Experience

Dale Benner, Senior Director, Product Management

If all you had to do was market to robots, your job would be easy. A no-nonsense approach of presenting facts and figures with bulleted arguments as to why your product is better than XYZ’s would likely land you significant sales.

Robots—at least for now—aren’t capable of human emotions. They process data, computing the pros and cons until a decision is made. Information is just information; when it comes, it’s measured and resolved. The concept of customer experience (CX) is not relevant.

HCPs—regardless of how robotic their bedside manner may be—are subject to the human experience. They’re consumers, therefore, customers.

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Topics: Audience Identity Management, Physician Engagement, Pharma Marketing

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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.