DMD Intelligence

Digital vs. Direct Mail: Why Digital Is The Clear Winner

Christopher Lee, Chief Commercial Officer, Healthcare

Marketing experts estimate the average American is exposed to between 4,000 and 10,000 marketing messages per day. As much as we’re swayed to think physicians are a special breed of human, they’re really just people too—and encounter just as many marketing touchpoints as the average individual.

With figures like that, there’s no wiggle room to experiment with marketing channels that have become less effective over the years. While direct mail was at one time considered a top performer in physician communications, statistics surrounding physician preference reveal email beats out all other forms of communication. Even though direct mail is not “dead” and arguably has a place in certain outbound campaigns, email is still the clear winner.

That is, if you do it the right way.

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Topics: Email Marketing, Healthcare Marketing

The AdTech-MarTech Convergence: Making An Argument For Email’s Value

David Reim, Chief Product Officer

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.

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Topics: Email Marketing, Healthcare Marketing

How Your Emails Can Strengthen (Or Weaken) Physician Engagement

Jerrad Rickard, Director of Product Management: Email

A local market in my town gives out lollipops to kids who help their parents bag the groceries. As a result, I often see children proudly stacking items into bags in an effort to earn this treat. Not only does this keep them busy, it also helps speed up the check-out process. This is a great example of using “conditioning” to teach children that taking a desired action will be rewarded.

Healthcare organizations can try a similar approach with their email marketing.  When you design relevant copy that resonates with your target healthcare professionals, you entice them to open your emails and engage with your brand.

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Topics: Email Marketing, Healthcare Marketing

3 Physician List Standards That Improve Healthcare Staffing Efforts

Mike Pendergast, Senior Vice President, Digital Solutions

One of the key tactics for successful healthcare staffing is following up with physicians who have expressed interest in available positions. Since email is physicians’ preferred mode of such communication, it’s important to think about where the email addresses in your database came from so you know you’re reaching the right physician every time.

Fortunately, DMD provides email data that guarantees just that. Specifically, there are three core assurances that speak to our level of physician list quality.

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Topics: Email Marketing, Healthcare Staffing

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: Email Marketing, Health Systems Marketing, Email List Quality

GDPR: Why DMD Is The Calm In The Storm

Christopher Lee, Chief Commercial Officer, Healthcare

You’ve likely received an email or two (or twenty) referencing the European Union’s implementation of the General Data Protection Regulation (GDPR), which took effect May 25, 2018. While GDPR is an EU standard, it’s already had a global impact. Companies around the world—from large corporations to small firms—were tasked with deploying “repermissioning campaigns,” fearing the worst in terms of regulatory compliance.

All of this has created quite a digital windstorm surrounding privacy, compliance, and the protection of data. Instead of getting sucked up into the GDPR hurricane, take a minute to sit in the calm of the storm.

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Topics: Email Marketing, Health Systems Marketing

Consumer Email: Supporting The Patient Side Of Hospital Growth

Christopher Lee, Chief Commercial Officer, Healthcare

As you know, hospital growth relies on a number of factors. On the physician side, strong healthcare staffing practices, solid physician retention, and minimal referral leakage all contribute to a successful health system. But, physicians and other support staff are only one side of the coin. In this case, the literal coin.

Patient base is also a key factor for consistent growth; it’s just a consumer-based one. Universities can’t function without students, law firms can’t survive without clients, and hospitals won’t subsist if patients don’t come through those doors.

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Topics: Email Marketing, Health Systems Marketing

Know What Physicians Want: 3 Strategies To Craft Powerful Emails

Jerrad Rickard, Director of Product Management: Email

The last time you went on a job interview, you probably conducted some research in advance to learn more about the position and the company. These insights may have helped you sell yourself to land the job.

The most successful pharma marketers take a similar approach when it comes to knowing HCPs and understanding their behavior and preferences. This information is key to developing personalized emails that strengthen the sales conversation.

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Topics: Email Marketing, Pharma Marketing

Personalized Email: The Hospital-Physician Relationship Fix

Christopher Lee, Chief Commercial Officer, Healthcare

Couple relationships are tricky—but not impossible. From little things like not watching Netflix episodes without one another, to big events such as navigating the logistics of buying a house together, there’s one standing foundation that keeps partners happy: clear communication.

Why wouldn’t you want to apply that same attitude to your relationships with physicians?

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Topics: Email Marketing, Health Systems Marketing

What Email Pharma Marketers Can Learn From Disney

Jerrad Rickard, Director of Product Management: Email

If you’ve visited Walt Disney World, you know that Disney excels at providing highly personalized experiences for guests. In the Magic Kingdom alone, there are seven specialized areas—all with different themes and features to appeal to different ages and interests. This careful segmentation helps people navigate the theme park efficiently. It’s also a large part of what keeps them coming back.

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

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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.