DMD Intelligence

Edith Hodkinson, Chief of Digital Strategy

Edith Hodkinson, Chief of Digital Strategy

Edith Hodkinson serves as DMD’s Chief of Digital Strategy. Edith has worked with pharma marketing clients, both professional and consumer, for more than 20 years to bring innovative, measurable programs to market. Prior to joining DMD, Edith served as President of AccentHealth, the company that created the market for DTC at the point of care. Edith is responsible for DMD’s flagship online behavior monitoring platform AIM, Audience Identity Manager and for building HCP engagement tools that deliver brand results.
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Author's Posts

DMD Pharma Innovators Series: Jane Portman, SVP, General Manager – Merkle Health

Edith Hodkinson, Chief of Digital Strategy

I recently spoke with Jane Portman, SVP, General Manager, Merkle Health, to discuss new sales and marketing trends within the pharmaceutical industry--particularly a focus on an increasing “virtual” space in which sales reps are forced to operate. We also talked about why 1:1 marketing is even more critical for pharma brands now, and will be in the future.

The full text of our conversation is below.

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Topics: Pharma Marketing, Pharma Innovator Series, Healthcare Marketing

Identifying New Segments Based On Content Consumption And Demographic Data

Edith Hodkinson, Chief of Digital Strategy

Very few companies have the budget or bandwidth to market to everyone. Even massive brands that are ubiquitously known still strategize to identify their target markets. That fact makes it all the more pleasantly surprising when a new segment—an audience actively interested in a company’s product or service—becomes apparent.

The opportunities for capitalizing on newly identified segments depends on the level of specificity a company can obtain about them—something that was previously limited via traditional aggregate data. The game-changer has come in the form of audience identity management technology.

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Topics: Email Marketing, Email List Quality

DPE 2019: Decoding The Digital Physician

Edith Hodkinson, Chief of Digital Strategy

For healthcare marketers, there’s no greater resource than having access to individual physicians’ online journeys. Their browsing behavior tells a story, rich with intent and unique insights into specific needs and wants. It also reveals their willingness to engage with brands and organizations—and why they engage.

This deep, physician-level understanding--and what you can do with it--is the premise of the session I’ll be co-presenting with Adam Derengowski, Senior Vice President, Pharma, at this year’s Digital Pharma East conference.

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Topics: Email Marketing, Email List Quality

Physician-Level Data: Providing Unique Insights Into Physician Online Behavior

Edith Hodkinson, Chief of Digital Strategy

The increasing demand of personalization in digital marketing should be leaving “batch and blast” tactics in the dust. But even savvy healthcare marketers who recognize the need for personalized marketing, and are incorporating personalization into their marketing strategies, still face challenges.

The biggest obstacle? Understanding what drives the interests of your target audience—and translating that information into timely, relevant communications.

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Topics: Email Marketing, Email List Quality

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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.