DMD Intelligence

Email Gone Wrong: How A Bad List Can Destroy Your Campaigns

Jerrad Rickard, Director of Product Management: Email

Have you ever had a salesman try to sell you something you didn’t want? An unsolicited sales pitch can leave you with a bad taste in your mouth about the product or brand and in some cases cause you to avoid it forever.

You may be triggering a similar type of negative response if you’re sending marketing emails to people who haven’t given their consent to receive them. And, with bad email etiquette—and a bad email list, the problems don’t stop there.

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Topics: Email List Quality

[Video] Email Opt-In

Jerrad Rickard, Director of Product Management: Email

Life is met with little annoyances that are sometimes unavoidable. From loud cell phone talkers to the person who just can’t seem to land within the lines and takes up two precious parking spots, we all regularly encounter pet peeves that are out of our control.

That being the case, we should better understand the benefit of lessening annoyances that are within our control—including email marketing efforts aimed at healthcare professionals.

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Topics: Email List Quality, Email Campaign Design & Deployment

Why Precision Targeting Matters In Physician And Consumer Email Marketing

Jerrad Rickard, Director of Product Management: Email

With winter right around the corner, skiing is a popular sport. Most ski resorts offer different trails to meet the needs of skiers with different levels of expertise. Healthcare marketers can take a similar approach to navigating the slippery slope of email marketing by tailoring their messages for different audiences.

The Importance of Precision Targeting

There are many types of skiers with different skill levels. Similarly, there are many types of physicians and patients with different needs and interests. Just as you wouldn’t send a beginner skier down the black diamond slope, you also wouldn’t want to send an email with physician CME opportunities to non-physician audiences.

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Topics: Health Systems Marketing, Email List Quality, Email Campaign Design & Deployment

[Video] Responsible Email Targeting

Jerrad Rickard, Director of Product Management: Email

Greek philosopher Heraclitus is attributed the quote, “There is nothing permanent except change.” Born in the year 554 BC, he never could have guessed just how quickly change happens today. Technology is constantly updating, as is the information that resides in our universally-digital existence.

The fallout is data decay. An email address that was viable three months, three weeks, or even three days ago may no longer be accurate in this moment. How can you expect to make advances with your target audience if you’re not even reaching them?

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Topics: Healthcare Marketing, Email List Quality

3 Key Email List Components For Ensuring Optimal List Engagement

Jerrad Rickard, Director of Product Management: Email

If you’re into DIY home improvement projects like building a deck or installing a fence, you probably look for blueprints to guide your efforts—a step-by-step plan for a successful finish. Healthcare marketers can benefit, too, from using a master plan of best practices to ensure their communications "finish strong" and actually reach their target audience.

Remember, just as decks can be configured in all shapes and sizes, healthcare marketing campaigns can run the gamut in terms of target audience, messaging, and specific goals. No matter the focus, starting with an opted-in, authenticated physician list is the foundation of successful email campaigns.

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Topics: Healthcare Marketing, Email List Quality

Buyer Beware: Why You Should Take A Closer Look At Your Physician Email List

Jerrad Rickard, Director of Product Management: Email

When most people go out to buy an engagement ring, they want the diamond to be certified so they can be sure they are getting what they paid for. I know that I did the research before purchasing the one I bought my wife.

Oftentimes, however, email marketers don’t insist on the same high standards when it comes to selecting a physician email database. As a result, they end up with an unauthenticated list with bad data that can ruin an email campaign before it even gets started.

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Topics: Healthcare Marketing, Email List Quality

[Video] How To Reach Physicians Through Email

Jerrad Rickard, Director of Product Management: Email

Physicians prefer email. In fact, 73 percent of physicians cite email as their preferred communication channel.  However, that doesn’t automatically guarantee your email will spark engagement. There’s a great deal of strategy that goes into creating email campaigns to not only reach physicians, but also to encourage a positive response.

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Topics: Healthcare Marketing, Email List Quality

Don’t Get Hooked By A Bad Email List

Jerrad Rickard, Director of Product Management: Email

Growing up, my parents always told me, “You get what you pay for.” The unsaid message was not to be tempted by bargain prices for things too good to be true. Sometimes they were talking about the importance of selecting reputable local service providers for things like auto repairs and home maintenance. Other times they were referring to saving up for quality restaurants and vacation destinations. I grew up learning the value of investing my own hard-earned money wisely. The sting of disappointment in a cheap product or service far outlasted the joy of saving a few bucks up front.

The same adage also holds true when it comes to educating physicians about your products. If your marketing campaign is worth your time, effort, and cost, your investment will pay off in the results you can expect. The best place to start is by ensuring you’re using a high-quality physician email list to create segmented messages to engage your recipients.

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Topics: Pharma Marketing, Email List Quality

How Data Can Help You Map Your Next Physician Email Campaign

Jerrad Rickard, Director of Product Management: Email

Having ready access to a wealth of information about disease tracks and population health is changing the way HCPs do business today. With concrete data points to guide them, providers are able to apply key analytics as part of a comprehensive approach to improving patient outcomes and increasing efficiency.

Pharmaceutical marketers can also benefit from incorporating such a strategy rooted in metrics to guide their marketing efforts. When you work from detailed data about your providers, you can build more effective campaigns to educate them about the latest medications and their benefits.

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Topics: Email List Quality, Pharma Marketing

When Your Physician Email List Gives You Lemons, It’s Hard To Make Lemonade

Jerrad Rickard, Director of Product Management: Email

We all know what you do when life gives you lemons. The extent to how tasty the resulting lemonade is depends on what other ingredients you have at your disposal. Straight lemon juice is sour-tasting at best, not to mention the number it does on the stomach. But, if you have water, sugar, and ice, it becomes far more palatable. Consider how delicious a concoction you could create if you had additional components, like fresh lavender, berries, or bubbly to make a spritzer.

Simple data only allows for the most basic of campaigns, which often leave physicians with a bad taste. Full-bodied data provides the type of additional details that can really make email campaigns enticing—and leave your physician audience asking for more.

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Topics: Health Systems Marketing, Email List Quality, Email 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.