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

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: Health Systems Marketing, Audience Identity Management

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: Pharma Marketing, Audience Identity Management, 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: Pharma Marketing, Email Marketing, Audience Identity Management

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: Health Systems Marketing, Email Marketing, Audience Identity Management

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: Pharma Marketing, Audience Identity Management, Accountable media

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

Leverage Digital Data To Optimize The Customer Experience

Dale Benner, Senior Director, Product Management

If all you had to do was market to robots, your job would be easy. A no-nonsense approach of presenting facts and figures with bulleted arguments as to why your product is better than XYZ’s would likely land you significant sales.

Robots—at least for now—aren’t capable of human emotions. They process data, computing the pros and cons until a decision is made. Information is just information; when it comes, it’s measured and resolved. The concept of customer experience (CX) is not relevant.

HCPs—regardless of how robotic their bedside manner may be—are subject to the human experience. They’re consumers, therefore, customers.

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Topics: Pharma Marketing, Audience Identity Management, Physician Engagement

For Better Pharma Marketing ROI, Follow The Clues

David Reim, Chief Privacy Officer

Pharma marketing can feel a bit like a game of Clue. No matter how carefully you plan your strategy, once the game (or your campaign) gets rolling, it’s difficult to know who is doing what:

  • Was it Dr. Chan outside the OR reading a clinical trial on her iPad?
  • Or Dr. Meyer in his office viewing a journal article on his laptop?
  • Perhaps Dr. Lewis in the hallway downloading a co-pay offer on his mobile?
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Topics: Pharma Marketing, Email List Quality, Audience Identity Management, AIM

3 Ways Digital Tools Facilitate Health System Outreach To Physicians

Christopher Lee, Chief Commercial Officer, Healthcare

This is the second blog in our “Digital Marketing to Physicians” series. The first blog addressed email deliverability. Today we’ll explore how health systems can use email marketing and audience identity management technology to engage with physicians.

Print still reigns in healthcare marketing to physicians, but digital marketing is gaining ground. Recent research from Kantar Media shows that although 61 percent of physicians prefer to read the print version of medical journals, the number of physicians who read both the print and digital versions increased from 68 percent in 2016 to 73 percent in 2017.

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

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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.