One of the most anticipated events in healthcare marketing is right around the corner. The 2017 MM&M Awards will be held next Thursday, October 19 at Cipriani Wall Street. A few lucky DMD team members will be attending, and like many of you, we’ll be waiting anxiously to hear the winners announced.
This year I was honored to be selected to represent DMD as an on-site judge. It was my third year as a judge and my second year of participation in the live judging process that selects a short-list of finalists. Each time, I’ve found that viewing hundreds of the year’s most ingenious campaigns is both inspiring and educational.
What I Learned
The MM&M Awards, which are sponsored by Medical Marketing & Media, the healthcare marketing trade magazine, celebrate creativity and effectiveness in healthcare marketing and communications.
As an on-site judge, I had the opportunity to work alongside a panel of industry experts representing leading pharmaceutical companies, consulting firms, and marketing agencies. Together, teams of eight judges reviewed hundreds of creative entries in 30 categories, ultimately narrowing the field to five finalists in each.
After a long day of judging, I was excited about the brilliant creative that is being done in a number of areas, but concerned about the lack of solid metrics behind them.
Creativity And Data Go Hand-In-Hand
As a data company that supports a variety of digital marketing programs—including optimized email, websites, and advertising—DMD is committed to helping our pharma clients measure the impact of their campaigns. For example:
AIM data helps pharma marketers track and report engagement. It’s only been within the last year or so that marketers have had access to technology that identifies the HCPs who visit medical websites. Now that audience identity management technology is readily available, you can know the name, NPI number, medical specialty, and geographic location of the HCPs who consume your digital content. This kind of clarity is invaluable for refining your creative.
Judging hundreds of the year’s most ingenious marketing campaigns is both inspiring and educational.
Individualized data takes the guesswork out of marketing decisions. When it comes to calculating marketing ROI, pharma marketers need hard metrics. Yet aggregated data, like that provided by Google Analytics, forces you to guess about campaign results. It can tell you that a recent ad set a record for click-throughs, but it can’t tell you if doctors, mid-level prescribers, or consumers did the clicking. Informed marketing decisions require indisputable, physician-level data, which audience identity management technology can provide.
Email data supports ongoing campaigns. Email marketing to physicians is too often limited to product-centric communication. This is a missed opportunity. By using email in conjunction with audience identity technology, marketers can develop sophisticated campaigns that support a small sales force and sustain physician loyalty over time. One example would be to build a target file of website visitors, deploy unbranded email messages that educate HCPs on the value of your product, and then shift to branded messaging only after they’ve become engaged.
As healthcare marketers begin developing next year’s innovative, award-winning campaigns, audience identity data provides numerous ways to verify the many marketing decisions that once relied on guesswork.