Email Marketing

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, Data Privacy

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, Data Privacy

Do Privacy Rights Matter To You?

Roger Korman, President

When we hear Facebook is monetizing the personal information of its members without their knowledge, we react with indignation. When we read that Google reads all of our email for keywords, we are offended.

And, when we understand that Alexa is listening to us all the time, we wonder if there’s any part of our lives that is safe from invasion.

My question to you is: Do we need laws to affirm that these are intrusions into our privacy or do we inherently understand that these practices are just plain wrong and never should have been undertaken in the first place?

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Topics: Email Marketing, Email List Quality, Data Privacy

AIM: The Only Way To Truly Understand HCP Digital Behavior

Dale Benner, Senior Director, Product Management

Lectures, seminars, TED Talks—these are all great ways to get insights and information from experts in their fields. As a member of the audience, it’s understood that some of the information may not personally resonate with you. After all, the speaker cannot touch, specifically, on all the points that interest each and every individual in the crowd.

Or could they?

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Topics: Email Marketing, Email List Quality

Gmail: Strategies To Get Past Inbox Filtering

Jerrad Rickard, Director of Product Management: Email

Deliverability is something all email marketers work to perfect. What good is your message if it never lands in the intended inbox? Following certain standards ensures you’ll achieve high deliverability, but some email service providers (ESPs) go above and beyond the typical requirements in order to protect their users.

Gmail is one of those providers. It’s also the most popular ESP, which presents a significant challenge for healthcare marketers wanting to get their communications in the hands of healthcare providers.

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Topics: Email Marketing, Email List Quality

[Webinar] Data Privacy Legislation Picking Up Speed: State And Federal Update

David Reim, Chief Privacy Officer

In the last nine months, the data privacy landscape has evolved at an accelerated pace--and shows no signs of slowing.

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Topics: Email Marketing, Email List Quality

DMD Earns BPA Worldwide Certification For The Third Straight Year

Jerrad Rickard, Director of Product Management: Email

What constitutes excellence? One marker is repeatedly achieving success, despite new or unexpected challenges. This is something we strive for every day, working diligently to provide the high-quality products our clients expect from us. Recognition for those efforts has been bestowed upon us once again.

 

 

 

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Topics: Email Marketing, Email List Quality

Physician Loyalty Lies In The Data

Andrew Munro, Senior Vice President, Healthcare

Some experts categorize “relationship marketing” as a subset of an overall marketing strategy. Yet, shouldn’t all marketing be relationship marketing? The goal, after all, is to create, solidify, and maintain the connections between your health system brand and your physician audience.

To effectively form—and preserve—those relationships, you must be able to understand your audience’s specific needs on an individual level. While personalization is important, hospital marketers may have a different interpretation of exactly what “personalization” means. We’ve moved beyond a first-name salutation being adequate. Now, it’s all about optimizing your email recipients’ overall experience by digging deeper into your data.

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Topics: Email Marketing, Email List Quality

Why Testing Is Essential For Ongoing Success In Email Marketing

Jerrad Rickard, Director of Product Management: Email

People often dread tests because they don't want to fail. Failure means you'll have to take the test again, after you've spent even more time studying or working on your health.

Email testing is different.

The likelihood of failure is higher when you don't test. You won't get as many opens or clicks, and you definitely won't learn anything about your audience and how they view you, your content, and your organization.

Continuous testing and learning is needed for ongoing success in email marketing. Whether you’re using a simpler A/B approach, where two versions of copy or design (version A and version B) are compared to one another, or a multivariate testing strategy which compares a higher number of variables and reveals more information about how these variables interact with one another, the critical point is that you should always be testing.

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Topics: Email Marketing, Email List Quality

[Video] How To Avoid Spam Traps And Improve Email Deliverability

Jerrad Rickard, Director of Product Management: Email

The ultimate goal of any email marketer is for deployments to have high deliverability, open, and click-through rates, leading to improved audience engagement. None of that can happen if your email ends up being routed to physicians’ spam folders.

It’s important to understand the different types of spam traps—as well as the damage they incur—in order to avoid ending up on a blacklist or blocklist.

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