Audience Identity Management

[Webinar] Obstacles and Innovations: What's Changed for Email Marketing in 2019

Jerrad Rickard, Director of Product Management: Email

As we look towards the second half of 2019 and beyond, it’s important to look back at some of the changes—both positive and negative—that have already been made in email marketing just this year. Even if you’ve been adhering to traditional “best practices,” this new information requires a thorough review of your digital marketing tactics.


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Topics: Audience Identity Management, Physician Engagement, AIM, Healthcare Marketing

[Webinar] Decoding The Digital Physician: Separating Fact From Fiction

Sarah B. Brown, Director of Marketing

Capturing the attention of your physician audience is no easy feat, especially with digital communication increasing every day. It’s difficult to cut through this noise to deliver your message. The best way to reach your audience is to understand their needs – and tailor your outreach to those needs. Today, more than ever, physician-level data is critical to effectively reach and engage your targets.

In our next webinar on July 17, Edith Hodkinson, Chief of Digital Strategy, will unravel some notions about the “digital physician” to demonstrate why it’s so important for marketers to separate fact from fiction when strategizing ways to communicate with and engage healthcare professionals. In preparation for the webinar, I sat down with Edith to explore some of the topics she’ll be discussing.

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Topics: Audience Identity Management, Physician Engagement, AIM, Healthcare Marketing

Putting Actionable Insights Into Motion For Improved Physician Recruiting

Lisa Killion

When you go to a five-star restaurant, it’s usually the chef’s culinary expertise that makes the experience truly memorable. For hospitals, having the best physicians on staff is also essential to serving up excellent care.

In today’s competitive landscape, the more information healthcare staffers have about physicians seeking job opportunities, the more proactive they can be in attracting the most talented doctors to their teams. Traditional web analytics only provide aggregate data—no specifics—leaving viable leads to turn cold. DMD’s Audience Identity ManagerSM (AIM) platform can provide an important advantage.

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Topics: Audience Identity Management, AIM

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: Audience Identity Management, Pharma Marketing, AIM

Audience Identity Management: Solving The Physician Anonymity Problem

Dale Benner, Senior Director, Product Management

Twenty years is a long time to live in the digital “unknown,” but it’s been the harsh reality health system marketers have had to suffer through. For as long as digital marketing has been on the scene, the anonymity of website visitors has put obstacle after obstacle in front of fruitful hospital growth.

That is all changing.

The Audience Identity ManagerSM (AIM) platform allows marketers to deterministically identify website visitors, down to their NPI number and more.

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Topics: Audience Identity Management, Health Systems Marketing

Optimize The Online Customer Experience: Meet HCPs Where They Are

Dale Benner, Senior Director, Product Management

In 2018, it would be inconceivable for a product or service brand not to have a web presence. The immediate availability of information over the web now means it stands to influence awareness and engagment, with an expanding role in the sales process. 

While retailers face challenges as regularly as the pharma industry when constructing a customer-friendly website, pharma has much more to consider in terms of meeting HCPs needs. Whether a shoe brand runs small or true-to-size fit is much less complicated than ensuring a drug profile is comprehensive, up to date, and readily accessible to those who seek it out.

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Topics: Audience Identity Management, Pharma Marketing, AIM

Top 10 Blogs For Pharma Marketers In 2017

Roger Korman, President

Data-driven marketing was a powerful tool for pharma marketers in 2017. At the beginning of the year, audience identity management technology reported the online behavior of opted-in HCP visitors to your pharma brand sites. By year end, this capability had been extended across a digital ecosystem of more than 300 medical websites.  

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Topics: Email Marketing, Audience Identity Management, Pharma Marketing

Top Takeaways From 2017’s Hospital Conference Lineup

Christopher Lee, Chief Commercial Officer, Healthcare

Hospital and health system marketing is constantly changing, which means we are forever learning. Conferences are a terrific way for DMD to discover new trends—as well as challenges—and share our own expertise with others attending.

This marketing sphere is also very diverse. We attended conferences that covered everything from growing obstacles in physician recruitment to recent considerations surrounding medical device marketing.

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Topics: Email Marketing, Audience Identity Management, Health Systems Marketing

Finally, Medical Website Data Pharma Marketers Can Trust

Dale Benner, Senior Director, Product Management

Despite the increasing importance of audience data and analytics in marketing planning, few advertising executives trust the available data. A recent survey of advertiser and agency decision makers conducted by Advertiser Perceptions shows only 33 percent of ad execs consider their audience insights "completely trustworthy." Only 29 percent completely trust their audience analytics.

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Topics: Audience Identity Management, Accountable media, Pharma Marketing

How To Influence Physician Brand Loyalty

Anthony Luttenberger, Chief Commercial Officer, Pharma

Switching brands can be a very personal process. Going from Nike to Asics may pull at the heart strings, especially if you’ve been loyal to the "swoosh" for some time. There’s likely some heavy research involved before fully making the commitment. What are others saying? How will the fit differ? Will the new brand be able to support you on your weekend 10-milers?

Physicians who are considering shifting from one medical device company to another face a similar situation, just heightened. Concerns extend far beyond the risk of shin splints and blisters, so the pre-switch research is likely extensive. As a former medical device sales professional, building brand loyalty is critical, as it can be difficult to get your customer to switch devices. 

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Topics: Audience Identity Management, Health Systems Marketing, Medical Devices Marketing

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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.