Email Marketing

Should You Self-Deploy? Reasons Why Partnering With Email Experts Is A Better Option

Jerrad Rickard, Director of Product Management: Email

As new technologies and platforms come onto the healthcare marketing scene, it can be tempting to allocate resources to develop them into a viable communications program. Yet, data doesn’t lie. Even though email has been around for a long time, it’s far from tired. Email routinely outperforms other channels, including social media outlets.

However, a tenuous trap to fall into is that because email has proved “tried and true,” some marketers feel so comfortable with email they think they’ve mastered it. Alternatively, those new to email may have been drawn to this channel by its seeming simplicity and take on deployments themselves.

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Topics: Email Marketing, Email List Quality

Email 101 Webinar Series: DMD’s Email Scientists Share How To Optimize Your Email Campaigns

Jerrad Rickard, Director of Product Management: Email

Email is a highly effective marketing channel—and a cost effective one. Email marketing has been proven time and again to be the best way to directly engage with healthcare providers, making it the go-to channel for healthcare marketers.

Yet, it is not without complexities. Many of these challenges can be mitigated by gaining a better understanding of what makes a successful email campaign—and what makes an unsuccessful one. Here are the four main components we’ll be discussing in our upcoming Email 101 webinar series.

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Topics: Email Marketing, Email List Quality

Identifying New Segments Based On Content Consumption And Demographic Data

Edith Hodkinson, Chief of Digital Strategy

Very few companies have the budget or bandwidth to market to everyone. Even massive brands that are ubiquitously known still strategize to identify their target markets. That fact makes it all the more pleasantly surprising when a new segment—an audience actively interested in a company’s product or service—becomes apparent.

The opportunities for capitalizing on newly identified segments depends on the level of specificity a company can obtain about them—something that was previously limited via traditional aggregate data. The game-changer has come in the form of audience identity management technology.

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Topics: Email Marketing, Email List Quality

Physician-Level Digital Data: What Are Physicians Reading About Most?

Jerrad Rickard, Director of Product Management: Email

For healthcare marketers, the level of insight required to have one-to-one conversations with healthcare providers was previously unattainable. Marketing teams could get a general sense of what topics were popular in the medical community, but knowing with certainty which physicians were seeking out which materials was only a hope, a wish, a dream.

Now, thanks to advances in audience identity management technology, obtaining physician-level digital data is a reality.

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Topics: Email Marketing, Email List Quality

DMD Innovator Series: Chris Paquette, Co-Founder & Chief Executive Officer Of DeepIntent

David Reim, Chief Privacy Officer

Chris Paquette is the co-founder and CEO of DeepIntent, a marketing technology company that operates a specialized programmatic marketplace to improve communication between healthcare brands, patients, and verified healthcare professionals.

Chris draws on his multifaceted expertise to bring a uniquely valuable perspective to healthcare marketing. After graduating from Binghamton University with a bioengineering degree, Chris launched his martech career. Prior to founding DeepIntent, Chris was a Data Scientist at Memorial Sloan Kettering Cancer Center, where he developed systems that leveraged bleeding-edge machine learning and artificial intelligence to improve patient experiences and outcomes. Chris co-founded DeepIntent in 2015; under his leadership, the company has grown from a mere idea to a global operation that proudly serves several major pharmaceutical and Fortune 500 companies out of its offices in New York, California, and India.

Outside of the office, Chris is an avid traveler and enjoys the outdoors; some of his favorite hikes were in Southeast Asia and Chilean Patagonia. Chris currently resides in New York City with his fiancé, Kelly.

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Topics: Email Marketing, Email List Quality

DPE 2019: Decoding The Digital Physician

Edith Hodkinson, Chief of Digital Strategy

For healthcare marketers, there’s no greater resource than having access to individual physicians’ online journeys. Their browsing behavior tells a story, rich with intent and unique insights into specific needs and wants. It also reveals their willingness to engage with brands and organizations—and why they engage.

This deep, physician-level understanding--and what you can do with it--is the premise of the session I’ll be co-presenting with Adam Derengowski, Senior Vice President, Pharma, at this year’s Digital Pharma East conference.

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Topics: Email Marketing, Email List Quality

SHSMD 2019: DMD Presents on John Hopkins Success

Jerrad Rickard, Director of Product Management: Email

Creating authentic, long-term relationships with physicians is a key marker of success for flourishing health systems. Much of the relationship-building process relies on communication; more importantly, using a mode of communication that physicians value.

In just a few weeks, I'll be presenting at the Society for Healthcare Strategy and Market Development (SHSMD) Connects 2019 annual conference--highlighting one health system in particular that is going "all in" on a very effective communication channel: email.

If you’re going to be at SHSMD this year, I invite you to attend the session, entitled “Building a Successful Physician Email Program to Support Your Multi-Channel Strategy: Behind the Scenes with Johns Hopkins,” taking place on Wednesday, September 11 at 9:45 a.m.

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Topics: Email Marketing, Email List Quality

6 Questions to Ask When Buying a Physician Email List

Jerrad Rickard, Director of Product Management: Email

When making a purchase, you’ll likely turn to a vendor or brand you trust. Perhaps you’ve had a great experience with them previously, or you’ve done your due diligence in pre-purchase research before making a final decision.

Price is almost always a top consideration, but you also don’t want to get burned by a vendor who compromises quality for cost. This is especially important when purchasing email data. While a faulty watch or peeling handbag bought on the cheap are easy to replace, the damage to your email campaign’s reputation is not as easily rectified.

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Topics: Email Marketing, Email List Quality

Physician-Level Data: Providing Unique Insights Into Physician Online Behavior

Edith Hodkinson, Chief of Digital Strategy

The increasing demand of personalization in digital marketing should be leaving “batch and blast” tactics in the dust. But even savvy healthcare marketers who recognize the need for personalized marketing, and are incorporating personalization into their marketing strategies, still face challenges.

The biggest obstacle? Understanding what drives the interests of your target audience—and translating that information into timely, relevant communications.

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Topics: Email Marketing, Email List Quality

DMD Innovator Series: Jon Bigelow, Coalition For Healthcare Communication (CHC)

David Reim, Chief Privacy Officer

Jon Bigelow is Executive Director of the Coalition for Healthcare Communication, representing health communicators across advertising, marketing, medical communications, medical publishing, and digital media. He keeps Coalition members informed on evolving regulations and legislation that may aid, or impede, the free flow of accurate and credible medical information.

Jon previously was CEO and President of KnowledgePoint360 Group, a leading provider of multichannel medical communications, digital and strategic consulting, benchmarking services, and workflow solutions with 18 agencies across the U.S., U.K., and Germany. Earlier, he was President of Cliggott Publishing; founding Editor of a series of innovative controlled circulation clinical journals; and President of the Association of Medical Media. He provides strategic support to businesses and serves on boards at two companies and an ocean sciences laboratory.

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Topics: Email Marketing, Email List Quality

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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.