DMD Intelligence

Jerrad Rickard, Director of Product Management: Email

Jerrad Rickard, Director of Product Management: Email

With his vast experience in email marketing, automation, and analytics, Jerrad Rickard is the Director of Email Development at DMD. Jerrad’s knowledge of “all things email” encompasses managing email deployments, establishing email marketing automation programs, and leading creative design for digital campaigns. In his 14-plus years in HCP marketing, Jerrad has developed and deployed thousands of successful email campaigns. Jerrad earned a Bachelor’s of Fine Arts in Web Page, Digital/Multimedia and Information Resources Design from The Illinois Institute of Art–Chicago.

Author's Posts

[Video] Email Campaign Results

Jerrad Rickard, Director of Product Management: Email

The rise of digital communications means our inboxes are fuller than ever. Think back to the overwhelm of Black Friday and Cyber Monday, when it seemed every single entity you’d ever given your email address to (and maybe some you didn’t) was emailing with some sort of offer. While those are exceptionally frantic days, using email as a regular means of communication will continue to grow.

How can you ensure your emails stand out in your healthcare providers’ overflowing inboxes? It starts with providing valueDoing so will condition your physicians to recognize your messages as important and worthwhile.

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

Email Gone Wrong: How A Bad List Can Destroy Your Campaigns

Jerrad Rickard, Director of Product Management: Email

Have you ever had a salesman try to sell you something you didn’t want? An unsolicited sales pitch can leave you with a bad taste in your mouth about the product or brand and in some cases cause you to avoid it forever.

You may be triggering a similar type of negative response if you’re sending marketing emails to people who haven’t given their consent to receive them. And, with bad email etiquette—and a bad email list, the problems don’t stop there.

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Topics: Email List Quality

[Video] Email Opt-In

Jerrad Rickard, Director of Product Management: Email

Life is met with little annoyances that are sometimes unavoidable. From loud cell phone talkers to the person who just can’t seem to land within the lines and takes up two precious parking spots, we all regularly encounter pet peeves that are out of our control.

That being the case, we should better understand the benefit of lessening annoyances that are within our control—including email marketing efforts aimed at healthcare professionals.

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Topics: Email List Quality, Email Campaign Design & Deployment

Why Precision Targeting Matters In Physician And Consumer Email Marketing

Jerrad Rickard, Director of Product Management: Email

With winter right around the corner, skiing is a popular sport. Most ski resorts offer different trails to meet the needs of skiers with different levels of expertise. Healthcare marketers can take a similar approach to navigating the slippery slope of email marketing by tailoring their messages for different audiences.

The Importance of Precision Targeting

There are many types of skiers with different skill levels. Similarly, there are many types of physicians and patients with different needs and interests. Just as you wouldn’t send a beginner skier down the black diamond slope, you also wouldn’t want to send an email with physician CME opportunities to non-physician audiences.

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Topics: Health Systems Marketing, Email List Quality, Email Campaign Design & Deployment

Why Irrelevant Email Marketing Alienates Your Physician Base

Jerrad Rickard, Director of Product Management: Email

We say “the customer is always right,” but a company’s actions don’t always match that sentiment. What the customer increasingly wants—and says he wants—is a more personalized user experience. If you fail to meet that expectation, the consequences can be severe; financial and otherwise.

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Topics: Email Campaign Design & Deployment

To Send Or Not: Email Open Rate Trends During The Holidays

Jerrad Rickard, Director of Product Management: Email

The volume and frequency of email marketing communications during the holiday season creates an inbox blizzard—one in which you don’t want to get stuck. All those reliable best practices you use to make sure your healthcare emails stand out in an everyday inbox become even more important, as the chance of getting lost in a flurry of Black Friday, Cyber Monday, and Christmas Clearance emails intensifies.

In addition to those best practices, it’s helpful to look at the past year’s trends to gauge optimal opportunities for deployment.

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Use Physician Email To Feed Your Health System

Jerrad Rickard, Director of Product Management: Email

Pizza night in my house can get pretty competitive. Everyone hovers around the table, ready to dive in for a slice, wanting to grab their share before anyone else gets it. In some ways, this reminds me of how healthcare organizations today compete for the limited attention of physicians in order to build and strengthen relationships, increase referrals, and ultimately grow their systems.

Personalization Matters

But just as there are different pizza toppings for different tastes, not all physicians will have the same needs. For health systems then, the need to tailor their messages to specific physicians is key, especially when trying to engage the physicians with the greatest potential to bring in more business. One way to start tailoring your communications is by segmenting your physician database.

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Topics: Health Systems Marketing, Email Marketing

[Video] Determining The Right Length And Schedule For Emails

Jerrad Rickard, Director of Product Management: Email

Six seconds isn’t a lot of time, but it’s a crucial cut-off in email marketing. By the time you get to “six Mississippi,” the healthcare provider on the receiving end of your email message has made an important decision: delete or engage.

To ensure you grab your audience's attention in that elusive time frame, there are a few principles to put into practice.

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[Video] Optimizing CTAs For Better Engagement

Jerrad Rickard, Director of Product Management: Email

Have you ever received an email where you had to search high and low on how to take action? Unless it was something you were really interested in, chances are your search ended in a frustrated “forget it!” quickly followed by hitting delete.

A frustrated user is also less likely to engage the next time your healthcare marketing email lands in his inbox, a reaction brought about by the process of conditioning (in this case, negative conditioning).

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Topics: Email Campaign Design & Deployment, Healthcare Marketing

[Video] Email Testing Basics: Getting Started

Jerrad Rickard, Director of Product Management: Email

The drive for increased personalization in marketing, regardless of industry, means those on the receiving end of marketing messages have become more fastidious of where they devote their attention. Email messaging that lacks relevance will likely fall to the bottom of a healthcare provider’s digital mail pile, while communications that provide timely, meaningful information rise to the top.

So, anytime you can learn more about your healthcare provider audience—and thus tailor messaging accordingly—you should never pass up that opportunity. Email testing is one of the most helpful ways to accomplish this.

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Topics: Healthcare Marketing, Email Campaign Design & Deployment, Email 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.