DMD Intelligence

Jerrad Rickard, Vice President, Email

Jerrad Rickard, Vice President, 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

Introducing the Lab Report, A New White Paper Series from DMD. First Topic: Gmail Deliverability

Jerrad Rickard, Vice President, Email

While 2020 proved to be a banner year for engagement, as outlined in our “2020 Email Year in Review Report,” it was not without challenges.

Building on the research conducted for 2020’s Year in Review Report, in 2021, we’re shining a light on email with a new monthly white paper dedicated to the channel. DMD’s Lab Report: The Art & Science of Healthcare Email explores insights, trends, and obstacles affecting healthcare email. From strategy to creative, deployment to reporting, we aim to address the most pressing issues healthcare marketers face.

To kick off this educational series, we’re taking a look at inbox deliverability, specifically the calculated interference Gmail runs between healthcare marketers and their intended HCPs.

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Topics: Email Marketing, Physician Engagement, Pharma Marketing, Healthcare Marketing, DMD Marketing, Deliverability

Triggered Email’s Exponential Effect: The “Math” Behind 1+1=3

Jerrad Rickard, Vice President, Email

In our latest webinar, “1+1=3: Triggered Email is the Perfect Complement to Your Email Marketing,” our goal was to highlight the value of integrating broadcast and triggered email campaigns.

We use the “1+1=3” equation to illustrate why combining broadcast and triggered is not simply an average of each individual campaign’s performance. Each is effective on its own, but when using triggered + broadcast, impact increases exponentially.

Here are a few key insights we extracted from the webinar. If you’d like to view the entire session, you can access it here.

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Topics: Email Marketing, Physician Engagement, Pharma Marketing, Healthcare Marketing, DMD Marketing, Triggered Email

Ho, Ho, Hold Up… Should You Deploy Emails During the Holidays?

Jerrad Rickard, Vice President, Email

When you’re in the business of data, it’s important to follow trends year over year. In the past, we’ve identified a number of consistencies surrounding email engagement, specific to the holiday season. Healthcare marketers can expect some of those consistencies to remain the same this year, but they also have to consider the unique nature of 2020.

Our analysis of 2020 behavior to-date revealed that the COVID-19 pandemic seemed to have a dramatic effect on the engagement rates of emails sent by pharmaceutical, medical device, and diagnostic companies. Metrics such as open rates have experienced a downturn from the initial spike early in the pandemic, but they remain elevated over previous years. DMD’s AIM® XR data, which monitors physician activity across 2,100-plus medical websites, also shows that COVID-19 continues to be a highly relevant and engaging topic among healthcare providers.

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Topics: Email Marketing, Physician Engagement, Healthcare Marketing, Covid-19, DMD Marketing

Triggered Email Is Easier Than You Think

Jerrad Rickard, Vice President, Email

When healthcare marketers consider the merits of implementing a triggered email campaign, you can almost see the trepidation in their eyes.

Visions of a tangled web of “if this, then that,” confusing automations, and hard-to-understand metrics; all these cloud the reality of triggered email campaigns.

The truth is: triggered emails aren't as complicated as they appear. And, they really work.

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Topics: Email Marketing, Healthcare Marketing, DMD Marketing, Triggered Email

Physician Email Holds Strong, Even In a Pandemic: A COVID Case Study

Jerrad Rickard, Vice President, Email

Over the last three months, hospitals and health systems have adapted to the COVID-19 pandemic on multiple levels—from turning tents into emergency rooms to exploring telehealth services. Throughout, they’ve had to communicate these changes to their healthcare professionals.

We took a step back to review how our clients have been using email during the pandemic to see if trends in communication might help them move into the next chapter in this worldwide disruption.

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Topics: Email Marketing, Pharma Marketing, Healthcare Marketing

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

Jerrad Rickard, Vice President, 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, Vice President, 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, Vice President, 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, Vice President, 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, Vice President, 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

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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.