When pharma marketing relied heavily on sales reps, identifying the single, most relevant doctor in a practice was imperative. Sales reps have limited time, so it made sense to invest it in the most influential doctor. With email marketing, you’re not so limited.
Today, we advocate whole practice targeting as an easy way to increase the impact of your email campaigns. That means targeting not only all the doctors in a practice, but the nurse practitioners (NPs) and physician assistants (PAs) too. Until recently, this was easier said than done.
It Pays to Target NPs/PAs
Medical practices continue to hire more NPs/PAs in order to keep costs under control, while still maintaining a high level of service for a heavy patient load. As a result, NPs and PAs now play a critical role in patient care and treatment on a daily basis. By emailing this group of secondary prescribers, you can expand your message to a wider audience and influence everyday prescribing behavior.
Because these care providers often have more patient interaction than physicians, they’re in a unique position to address questions regarding treatment, drug interaction, allergies, and reimbursement. When you hypertarget your NP/PA email campaigns—based on specialty, practice affiliation, prescribing behavior, and more—you can consistently deliver the relevant educational content each healthcare professional (HCP) needs. The question is, how can you be sure you’re targeting those NPs/PAs accurately?
Get the NP/PA Data You Need
Our NP/PA database is the most thorough file ever assembled for NPs and PAs. It includes specialty, practice affiliation, prescribing behavior, professional designation, preferred email address, and many other valuable targeting criteria. Email addresses are sourced directly from NPs and PAs through DMD’s Healthcare Communications Network℠, while diagnosis, treatment, demographic, and affiliation data are sourced from insurance claims. Rx data is sourced from IMS.
Email Authentication Matters
An email list, regardless of the number of targeting criteria it includes, is only as good as its addresses. With 147,000 NP email addresses and 77,000 PA email addresses, the NP/PA database covers 75% of practicing NPs/PAs. This is the highest NP/PA coverage in the industry. Because of our rigorous authentication process, it’s also the most accurate.
Our process validates each NP/PA address against our own midlevel database that is continuously updated through the USPS, NCOA, and ACS in conjunction with our publisher partners. Government sources are used for new additions and removals. Then, we compare the email address’s domain —that is, the part of the address after the “@” symbol—to the known domains for the NP’s or PA’s practice. If we can’t match the domain to our approved list, we run it through our proprietary DMD domains registrant program to verify it. We also compare the NP/PA-provided information collected by multiple DMD Healthcare Communications Network℠ members to determine the NP’s/PA’s preferred email address.
Maintaining an authenticated email database is an ongoing process. The first email we send to NPs/PAs gives them the option to update their preferred email addresses or to opt out. This ensures that we have their consent, as well as their best contact information from the beginning. We continue to update the database daily as we receive additional information.