Healthcare marketers focused on developing engaging customer journeys understand email is a deterministic identifier, and can be used to link an individual’s digital activity across multiple channels. That is to say, the email address is positioned to be the unique identifier that can actually unify other digital marketing solutions.
Lessons From the AdTech-MarTech Convergence
In a recent EContent article, contributor Jeff Kupietzky makes the argument that the evolution of digital advertising (and use of AdTech) has sparked impatience and annoyance among the end user, due to over-saturation and poorly targeted ads that “detract from their experience.”
Email is an accepted, highly-regarded, and compelling marketing tool
Combining AdTech and MarTech solutions, such as customer relationship management platforms, has lessened the angst—but only because of one unifying component: email. As Kupietzky puts it, email is the “tried and true staple of audience engagement at the heart of this convergence.”
Why does email work so well in this capacity? First and foremost, it belongs to an actual person. Browser-based cookies and traditional device IDs can’t make the same claim. Many individuals use the same email address when creating online profiles, which presents an opportunity for publishers to capture user data and behavior across multiple channels (e.g. web, email, social media, push notifications). Based on the data, marketers can develop messaging that’s relevant and specific to the user’s individual interests and needs—creating a personalized experience at every touch point.
Of course, in order for the AdTech/MarTech union to be truly effective, the email addresses tied to end users must be accurate. Otherwise, all is for naught. This is also a lesson healthcare marketers can take to heart when crafting and deploying physician (and consumer) campaigns.
Legitimate and Authentic: The “Truth” in Email
The payoff is a one-to-one user experience
The underlying requirement for optimized audience engagement is “truth in email.” In email marketing, this starts with an authenticated database that has been first-party sourced and third-party certified. DMD’s data has been through a rigorous process of ensuring accuracy by verifying each email address against the American Medical Association Physician Masterfile and other sources. And, DMD maintains the first and only physician email database fully audited and classified as a verified source by BPA Worldwide--the gold standard in third-party verification assurance. All of these quality standards guarantee you’re reaching the right physicians.
From there, other collected data and user behavior builds out physician profiles so you’re able to convey the right message. Assessing behavior to determine when recipients are most likely to engage identifies trends that allow you to deploy messaging at the right time.
Through all of this, just as is the case with the AdTech/MarTech argument for email’s value, the payoff is a one-to-one user experience that solidifies physician relationships and fosters future engagement.