Every human needs to eat in order to survive. The challenge of supermarkets, restaurants, and the recently-popular meal planning services is to get you to choose their goods over the competitor.
The continuing medical education (CME) world resonates similarly. Physicians are required to obtain CME credits in order to retain licensure (aka, their "meal ticket"), but the trick is getting them to attend your events.
We know digital marketing is the best way to reach physicians. The problem arises if you’re using outdated data in those efforts. "Dirty data" is a major issue in the professional realm. Statistics suggest that B2B data decays at a rate of up to 70 percent per year. That means that for every 10 emails you send, seven of them are sending an inaccurate message to an inappropriate person at an incorrect address.
Only three recipients are getting your invitation? It’s time to clean up your dirty data for these very reasons:
Dirty Data Dilemma #1: Incomplete Profiles
Only three out of ten recipients are getting your invitation? It’s time to clean up your dirty data.
Even if you have a physician’s personal email address, which is typically the preferred contact point, an incomplete profile might send your message right to spam due to annoyance or irrelevance. For example, bad list intel could lead you to believe a doctor is still living and practicing in the city where you’re holding your next event, when in actuality, she has moved all the way across the country. Or, perhaps your database is missing information about a physician’s progression into a specialty field and you negligently exclude him from the invitation to your conference on emerging robotic surgery techniques.
Dirty Data Dilemma #2: Wasted Time
Databases that aren’t authenticated or third-party verified waste your time in two distinct ways. One, you end up pursuing leads that are dead-ends. Two, you spend time trying to clean up the fall-out of using dirty data. A quality database reduces the spoilage and allows you to create campaigns that capitalize on CME outreach.
Dirty Data Dilemma #3: Missing The Mark
You put a lot of trust in your database. It’s the core resource to your CME efforts. The more you know about the physicians contained in that database is the stepping stone to success.
Using tools like audience identity management technology is one way to capture critical details about physicians who have visited your website. The mechanics of this technology allows you to “tag” physicians and collect information such as name, specialty, geographical location, and case mix – all without requiring them to register. With those unique details, you can create highly-targeted campaigns. However, without that information, campaigns are limited to conjecture instead of certainty.
Dirty Data Dilemma #4: The Blacklist Gamble
An uninformed (or misinformed) database always carries the risk of too many emails being sent to SPAM or bouncing back, sentencing you to the dreaded blacklist. Get enough soft or hard bounces under your belt and ISPs may block you; sometimes for a few months, oftentimes forever. Don’t take the gamble. Invest in a list that’s been verified, multi-sourced, and that updates consistently (ideally in real-time).
Like any other marketer, you’re likely working under a time and budget crunch with no room for guesswork. A clean list alleviates these dirty data dilemmas, improves physician engagement, and ultimately expands your CME registrants.