DMD Intelligence

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

A Band-Aid Approach Won’t Fix Referral Leakage - Targeted Email Can

Christopher Lee, Chief Commercial Officer, Healthcare

A slow leak in a bike tire can be manageable—for a while. You might get by with a patch or by pumping it up every few times you ride. Similarly, you may not be so concerned if one or two in-network referrals escape your door, especially if you’re recouping the loss with a few patients gained from outside sources. The health system can still perform, even if it’s not growing or running as smoothly as it could be.

Eventually, the Band-Aid approach won’t work and you’ll need to do something serious about the leak. You can’t run a health system on a flat tire.

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Topics: Email Marketing, Health Systems Marketing

Million-Dollar Price Tag: The Real Cost Of Physician Dissatisfaction

Christopher Lee, Chief Commercial Officer, Healthcare

When facing any predicament, it often helps to dig deeper into the core issues at hand. In regards to waning physician retention, getting to the root of the matter involves identifying the underlying reasons physicians leave. Acknowledging the various needs of providers is of utmost importance, so you’re well-informed on how to enhance job satisfaction and thus reduce the costs involved in hiring and training new staff.

That last point cannot be ignored. How much of a financial burden is on the table?

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Topics: Email Marketing, Physician Engagement, Health Systems Marketing

Why Email Is The Best Digital Channel For Growing Your Health System

Christopher Lee, Chief Commercial Officer, Healthcare

Before the World Wide Web made information access so simple, communicating could be a laborious process. If you needed to call someone or mail a letter, the phone book was your best option. Upcoming generations may not realize it, but “yellow pages” involved actual, physical pages before it was a URL.

Answering machines solved outreach obstacles to a point, but prior to their existence, you had to hope someone was on the other end or just keep trying.

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Topics: Email Marketing, Health Systems Marketing

Let’s Get Visual: 6 Steps To Reach The Right Pharma Audience

Jerrad Rickard, Director of Product Management: Email

Suppose you’re responsible for email marketing for an established pharma brand with a breast cancer indication. Which of the following metrics would you rather see? Click-throughs from:

  • 1,000 physicians across all specialties
  • 500 pediatric oncologists
  • 100 medical oncologists
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Topics: Email Marketing, Precision Targeting, Pharma Marketing

Don’t Alienate Your Docs: Use A Personalized Approach To Stand Out

Jerrad Rickard, Director of Product Management: Email

A few decades ago, digital engagement was very limited. While individuals in certain professional arenas got online at a frequency reasonable for their trade, many people preferred to correspond via postal cards and letters. Email and other online exchanges were thought to be a little too impersonal and quite honestly an afterthought. The average Joe opened up his inbox once a day—if that—and even then wasn’t always greeted with the infamous “You’ve got mail” if no one on the other end felt the need to connect.

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

Patient Care vs. Five-Star Ratings: Untangle A Sticky Web

Christopher Lee, Chief Commercial Officer, Healthcare

When Hippocrates was composing the Hippocratic Oath, he could never have foreseen the impact consumer, peer-to-peer, and third-party commentary could have on a hospital’s ability to serve its patients.

From trusted sources such as U.S. News & World Report, Consumer Reports, and Healthgrades to buyer-based entities like Google and Yelp, it seems everyone has an opinion. We all know—as discussed in a previous bloga numbered score doesn’t always tell the full story.

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Topics: Email Marketing, Health Systems Marketing

Are You Playing Inbox Roulette In A Mobile-First World?

Tighe Blazier, Chief Commercial Officer, Healthcare Communications

An insightful Forbes.com article I came across discussed the difference between mobile-friendly marketing, what author Gabriel Shaoolian describes as “the bare minimum required in this day and age” and mobile-first marketing, which takes a step beyond the simplicity of mobile-friendly and standardizes mobile as the status quo in digital and multichannel marketing efforts.

The former had been acceptable, because until just a few years ago, desktop was the norm and mobile was the exception. The tables have turned.

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Topics: Email Marketing, Health Systems Marketing

Do Physicians Know Your Hospital's True Worth? Tell Them With Email

Christopher Lee, Chief Commercial Officer, Healthcare

The futuristic television show “Black Mirror” includes an episode where an individual’s “worth” is determined by how many stars are assigned by others, based on a 1 to 5 scale. You can guess how much inauthenticity goes into characters’ daily interactions in order to receive a coveted five-star rating. Genuine encounters are severely lacking, to say the least.

You might also envision how one’s ranking could go terribly wrong—simply via a series of misunderstandingswhich is exactly what happens to the main character, Lacie Pound.

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Topics: Email Marketing, Physician Engagement, Health Systems Marketing

The Internet Of Me: Use Physician Data To Better Personalize Email Communications

Dale Benner, Senior Director, Product Management

When working with email lists, it’s easy to get caught up in thinking “that’s just data.” In reality, it’s so much more. Each physician contained in your database is a real person; a human being with pain points that require resolution. While email marketing used to slide by with low-level personalization and still drive engagement, that approach is fading fast.

If you’re not speaking to physicians in a meaningful way, you’ve already knocked yourself out of the digital marketing game. This snippet from a recent article perfectly captured the personalization notion:

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Topics: Email Marketing, Physician Engagement, Health Systems 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.