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

How Well Do You Know Who’s On Your Target List?

Jerrad Rickard, Director of Product Management: Email

If there’s one thing all marketers can agree on, healthcare or otherwise, it’s that email works. Even with other channels nipping at email’s heels, the statistics are there to support its effectiveness. It’s particularly valuable in healthcare, a notoriously difficult industry in which to communicate one-on-one with both physicians and patients.

But, there are caveats to email’s performance as a marketing tool. Namely, the quality of your email list.

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Topics: Email Marketing, Email List Quality

Should You Self-Deploy? Reasons Why Partnering With Email Experts Is A Better Option

Jerrad Rickard, Director of Product Management: Email

As new technologies and platforms come onto the healthcare marketing scene, it can be tempting to allocate resources to develop them into a viable communications program. Yet, data doesn’t lie. Even though email has been around for a long time, it’s far from tired. Email routinely outperforms other channels, including social media outlets.

However, a tenuous trap to fall into is that because email has proved “tried and true,” some marketers feel so comfortable with email they think they’ve mastered it. Alternatively, those new to email may have been drawn to this channel by its seeming simplicity and take on deployments themselves.

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Topics: Email Marketing, Email List Quality

Email 101 Webinar Series: DMD’s Email Scientists Share How To Optimize Your Email Campaigns

Jerrad Rickard, Director of Product Management: Email

Email is a highly effective marketing channel—and a cost effective one. Email marketing has been proven time and again to be the best way to directly engage with healthcare providers, making it the go-to channel for healthcare marketers.

Yet, it is not without complexities. Many of these challenges can be mitigated by gaining a better understanding of what makes a successful email campaign—and what makes an unsuccessful one. Here are the four main components we’ll be discussing in our upcoming Email 101 webinar series.

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Topics: Email Marketing, Email List Quality

Physician-Level Digital Data: What Are Physicians Reading About Most?

Jerrad Rickard, Director of Product Management: Email

For healthcare marketers, the level of insight required to have one-to-one conversations with healthcare providers was previously unattainable. Marketing teams could get a general sense of what topics were popular in the medical community, but knowing with certainty which physicians were seeking out which materials was only a hope, a wish, a dream.

Now, thanks to advances in audience identity management technology, obtaining physician-level digital data is a reality.

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Topics: Email Marketing, Email List Quality

SHSMD 2019: DMD Presents on John Hopkins Success

Jerrad Rickard, Director of Product Management: Email

Creating authentic, long-term relationships with physicians is a key marker of success for flourishing health systems. Much of the relationship-building process relies on communication; more importantly, using a mode of communication that physicians value.

In just a few weeks, I'll be presenting at the Society for Healthcare Strategy and Market Development (SHSMD) Connects 2019 annual conference--highlighting one health system in particular that is going "all in" on a very effective communication channel: email.

If you’re going to be at SHSMD this year, I invite you to attend the session, entitled “Building a Successful Physician Email Program to Support Your Multi-Channel Strategy: Behind the Scenes with Johns Hopkins,” taking place on Wednesday, September 11 at 9:45 a.m.

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Topics: Email Marketing, Email List Quality

6 Questions to Ask When Buying a Physician Email List

Jerrad Rickard, Director of Product Management: Email

When making a purchase, you’ll likely turn to a vendor or brand you trust. Perhaps you’ve had a great experience with them previously, or you’ve done your due diligence in pre-purchase research before making a final decision.

Price is almost always a top consideration, but you also don’t want to get burned by a vendor who compromises quality for cost. This is especially important when purchasing email data. While a faulty watch or peeling handbag bought on the cheap are easy to replace, the damage to your email campaign’s reputation is not as easily rectified.

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Topics: Email Marketing, Email List Quality

[Webinar] Obstacles and Innovations: What's Changed for Email Marketing in 2019

Jerrad Rickard, Director of Product Management: Email

As we look towards the second half of 2019 and beyond, it’s important to look back at some of the changes—both positive and negative—that have already been made in email marketing just this year. Even if you’ve been adhering to traditional “best practices,” this new information requires a thorough review of your digital marketing tactics.

 

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Topics: Audience Identity Management, Physician Engagement, AIM, Healthcare Marketing

Gmail: Strategies To Get Past Inbox Filtering

Jerrad Rickard, Director of Product Management: Email

Deliverability is something all email marketers work to perfect. What good is your message if it never lands in the intended inbox? Following certain standards ensures you’ll achieve high deliverability, but some email service providers (ESPs) go above and beyond the typical requirements in order to protect their users.

Gmail is one of those providers. It’s also the most popular ESP, which presents a significant challenge for healthcare marketers wanting to get their communications in the hands of healthcare providers.

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Topics: Email Marketing, Email List Quality

DMD Earns BPA Worldwide Certification For The Third Straight Year

Jerrad Rickard, Director of Product Management: Email

What constitutes excellence? One marker is repeatedly achieving success, despite new or unexpected challenges. This is something we strive for every day, working diligently to provide the high-quality products our clients expect from us. Recognition for those efforts has been bestowed upon us once again.

 

 

 

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Topics: Email Marketing, Email List Quality

Why Testing Is Essential For Ongoing Success In Email Marketing

Jerrad Rickard, Director of Product Management: Email

People often dread tests because they don't want to fail. Failure means you'll have to take the test again, after you've spent even more time studying or working on your health.

Email testing is different.

The likelihood of failure is higher when you don't test. You won't get as many opens or clicks, and you definitely won't learn anything about your audience and how they view you, your content, and your organization.

Continuous testing and learning is needed for ongoing success in email marketing. Whether you’re using a simpler A/B approach, where two versions of copy or design (version A and version B) are compared to one another, or a multivariate testing strategy which compares a higher number of variables and reveals more information about how these variables interact with one another, the critical point is that you should always be testing.

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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.