DMD Intelligence

Aggregate Data Is Not Enough: The Case For Individual-Level Physician Data

Dale Benner, Senior Director, Product Management

When you go out to dinner with friends, chances are you don’t all order the same meal or request your food to be prepared the same way. Most restaurants try to accommodate individual preferences. Pharma marketers also need to go to the same lengths to serve up content tailored to meet their physician’s specific tastes.

This requires capturing data on an individual level so you can begin to know your physicians and what they care about. Such insights can be the difference between marketing success and failure.

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Topics: Pharma Marketing, AIM, Audience Identity Management

[Video] AIM: Identifying Your Website Traffic

Dale Benner, Senior Director, Product Management

The headline on the Google Analytics website overview page states “Get to know your customers.” It’s not a false statement. GA and other data platforms do give you tools to better understand your website traffic. It’s a valuable resource.

Yet, as insightful as this information is on a broad level, it still leaves much to be desired in terms of individual data. Who is your website visitor, exactly?

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Topics: Healthcare Marketing, AIM

AIM Topic: Expand Insights Beyond Your Target Physician List

Dale Benner, Senior Director, Product Management

We’ve had some exciting news surrounding our Audience Identity ManagerSM (AIM) platform as of late, and now, we’re introducing a new sub-product to the overall AIM suite of products: AIM Topic.

AIM Topic is similar to AIM Journey, in that it reports the types of sites healthcare professionals visit and the topics they investigate, including disease categories, specific disease states (and sub-states), and approximately five thousand keywords. But, instead of following the online activity of individual, pre-selected HCPs, AIM Topic identifies the HCPs for you based on the disease and topics you select.

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Topics: AIM, Healthcare Marketing

AIM Joins DMD’s Email In BPA Worldwide Certification

Dale Benner, Senior Director, Product Management

Nothing is certain in this world except for death and taxes, according to Benjamin Franklin. If we’ve reached a third “certainty”, it’s arguably technology’s constant evolution—something Greg Satell speaks about in his recent Harvard Business Review article. This evolution requires ongoing adaptation, not only from consumers but also those who innovate—if they wish to remain competitive.

Unfortunately, due to the speed at which technology reinvents itself, innovation isn’t always rooted in compliance. A company’s shortcuts puts clients at risk. On the other hand, a company’s fierce devotion to hold itself responsible—and pass the resulting compliance along to its clients—is what makes one an industry leader. With our patent-pending Audience Identity MangerSM (AIM) technology recently receiving certification for its conformance to the BPA Worldwide standards for audience qualification and IAB Data Best Practices, we are leading the charge in responsible digital marketing.

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Topics: Healthcare Marketing, AIM, DMD News

AIM Technology Earns BPA Worldwide Certification

Roger Korman, President

DMD’s core values represent our ardent dedication to clients and partners. Two of those values in particular, industry leadership and integrity, have been recognized once again. Our patent-pending Audience Identity ManagerSM (AIM) technology recently earned BPA Worldwide certification for its conformance to the BPA Worldwide rules for audience qualification and IAB Data Best Practices.

We already maintain the first and only physician email database fully audited and classified as a verified source by BPA Worldwide. Now, after a thorough assessment, our AIM platform joins email in this highly-regarded “place at the podium.”

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Topics: Healthcare Marketing, AIM, DMD News

Healthcare Staffers: Optimize Outreach By Identifying Physician Hand-Raisers

Christopher Lee, Chief Commercial Officer, Healthcare

In the marketing world, a “hand-raiser” can be summed up in a simple sentence: A person who identifies himself as a prospective customer, to a company, by volunteering contact information. For the marketer, receiving that interest is a choice position to be in.

Physicians who are viewing online job posts are, in a way, raising their hands. But, until recently, unless they took the extra step to hand over their personal information, you couldn’t know for sure which physicians were in the crowd. Rather, it was just a sea of hands—undeterminable through a foggy landscape of aggregate data.

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Topics: Healthcare Staffing, AIM, Physician Engagement

All Your Pharma Ad Analytics Are Wrong (Thanks, Bots)

Wei Han Frank Lin, Chief Technology Officer

Our “Pharma and Digital Ad Fraud” blog series examines essential issues related to digital pharma marketing. Previous blogs have discussed good and bad bots, blacklisting and whitelisting, bot generation techniques, and most recently, two simple ways to reduce the risk of ad fraud.

This week we’ll look at the relationship between bots, web analytics, and marketing planning.

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Topics: Pharma Marketing, AIM, Accountable media

Got Data? Use It To Build Better Physician Relationships

David Reim, Chief Privacy Officer

The FiercePharmaMarketing Forum is all about the “big ideas” that are moving digital pharma marketing forward. Over the next two days, attendees will explore a wide range of innovative marketing techniques and technologies.

Our role as an email services provider gives us unique insight into new ways pharma brands can use data to engage physicians and ultimately, provide better patient care. So, in the spirit of Fierce 2018, here are three trends we’re watching now:

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Topics: Pharma Marketing, AIM

Agility Training For Pharma Marketers

Dale Benner, Senior Director, Product Management

Doing digital marketing in a world of tech giants like Microsoft, Google, and Facebook can make even the most seasoned pharma marketer feel like a Lilliputian. Our individual campaigns are essential to our brands, but they’re inconsequential in the total scheme of the technology that underpins digital commerce.

In other words, the giants make the rules, and we have to play by them. That requires being nimble enough to stay on top of each successive change.  

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Topics: Pharma Marketing, AIM, Email Campaign Design & Deployment

Confessions Of A White Hat Hacker: Generating Bot Traffic On Medical Websites

Wei Han Frank Lin, Chief Technology Officer

This is the third blog in our "Pharma and Digital Ad Fraud" series. In the last few weeks, we’ve explored the differences between good and bad bots, as well as the strengths and limitations of blacklisting and whitelisting. Today, we’ll look at some of the ways bots are created and why they’re so prevalent.

Bot traffic now exceeds human traffic across the Internet, especially in pharma. According to our research, 60 percent of total traffic on some healthcare websites is bot-generated.

Where do all those bots come from? To find out, I took a journey to the dark side of online publishing and bot generation. Here’s what I learned.

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Topics: Pharma Marketing, AIM

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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.