Email Marketing

Ho, Ho, Hold Up… Should You Deploy Emails During the Holidays?

Jerrad Rickard, Senior Director of Product Management: Email

When you’re in the business of data, it’s important to follow trends year over year. In the past, we’ve identified a number of consistencies surrounding email engagement, specific to the holiday season. Healthcare marketers can expect some of those consistencies to remain the same this year, but they also have to consider the unique nature of 2020.

Our analysis of 2020 behavior to-date revealed that the COVID-19 pandemic seemed to have a dramatic effect on the engagement rates of emails sent by pharmaceutical, medical device, and diagnostic companies. Metrics such as open rates have experienced a downturn from the initial spike early in the pandemic, but they remain elevated over previous years. DMD’s AIM® XR data, which monitors physician activity across 2,100-plus medical websites, also shows that COVID-19 continues to be a highly relevant and engaging topic among healthcare providers.

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Topics: Email Marketing, Physician Engagement, Healthcare Marketing, Covid-19, DMD Marketing

Triggered Email Is Easier Than You Think

Jerrad Rickard, Senior Director of Product Management: Email

When healthcare marketers consider the merits of implementing a triggered email campaign, you can almost see the trepidation in their eyes.

Visions of a tangled web of “if this, then that,” confusing automations, and hard-to-understand metrics; all these cloud the reality of triggered email campaigns.

The truth is: triggered emails aren't as complicated as they appear. And, they really work.

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Topics: Email Marketing, Healthcare Marketing, DMD Marketing, Triggered Email

A Multichannel Marketing Approach Elevates U.S. News & World Report Ranking Potential

Andrew Munro, Senior Vice President, Healthcare

The events of 2020 not only reinforce the value of effective digital communications, they demand a digital intervention. When typical in-person encounters suddenly shift to digital exchanges, everyone has to pivot—and quickly.

This “new” digital reality is one we saw coming. Now that it’s here, it is time for healthcare marketers to embrace this moment and propel it into all the opportunities 2021 presents.

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Topics: Email Marketing, Healthcare Marketing, Programmatic Targeting, DMD Marketing, U.S. News & World Report

Health System Updates on COVID-19: Your Patients Need to Hear from You

Andrew Munro, Senior Vice President, Healthcare

The COVID-19 pandemic continues to disrupt the world in varying ways. Even as some areas are seeing reduced rates of infection and health systems begin to “reopen,” there is a primary concern among consumers:

“Is it safe to go to the hospital if I’m sick? What about COVID-19?”

Many healthcare providers have growing concerns about patients who are delaying care out of fear. It’s a sentiment reflected by a Los Angeles billboard sent to us recently by a client: “Concerts are put on hold. Going to your doctor shouldn’t be.” 

More than anything, the patient community wants reassurance from reliable, authoritative sources—and hospital leadership can meet that demand with relevant, targeted patient and community email communications programs.

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Topics: Email Marketing, Healthcare Marketing, Covid-19, DMD Marketing

Physician Email Holds Strong, Even In a Pandemic: A COVID Case Study

Jerrad Rickard, Senior Director of Product Management: Email

Over the last three months, hospitals and health systems have adapted to the COVID-19 pandemic on multiple levels—from turning tents into emergency rooms to exploring telehealth services. Throughout, they’ve had to communicate these changes to their healthcare professionals.

We took a step back to review how our clients have been using email during the pandemic to see if trends in communication might help them move into the next chapter in this worldwide disruption.

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Topics: Email Marketing, Pharma Marketing, Healthcare Marketing

[WEBINAR] One Digital Key To Rule Them All

David Reim, Chief Privacy Officer

Today, there is one critical factor for ensuring the digital multi-channel marketing strategy is effective: the email address. To truly engage healthcare providers wherever they are online, and deliver a consistent and engaging experience, marketers know they need an approach that incorporates many digital channels. It is equally important to deliver that experience to the right audience. 

On Wednesday, March 25, I’ll be presenting the webinar “One Digital Key to Rule Them All,” demonstrating how email addresses can help you achieve more in your multi-channel digital marketing. Read on for background on what I’ll be covering during this live event.

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Topics: Email Marketing, Social Media Targeting, Programmatic Targeting, Event Triggered Marketing, Multi-channel Marketing

How Well Do You Know Who’s On Your Target List?

Jerrad Rickard, Senior Director of Product Management: Email

If there’s one thing all marketers can agree on, healthcare or otherwise, it’s that email works. Even with other channels nipping at email’s heels, the statistics are there to support its effectiveness. It’s particularly valuable in healthcare, a notoriously difficult industry in which to communicate one-on-one with both physicians and patients.

But, there are caveats to email’s performance as a marketing tool. Namely, the quality of your email list.

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Topics: Email Marketing, Email List Quality

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

Jerrad Rickard, Senior 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, Senior 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

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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.