Email Marketing

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.

Read More
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.

Read More
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.

Read More
Topics: Email Marketing, Email Campaign Design & Deployment, Email List Quality

Why Email Is The Nucleus Of Healthcare Marketing

Andrew Munro, Senior Vice President, Healthcare

Heraclitus’s wisdom regarding change as the only constant was updated in modern times by Stephen Covey, known mainly for his highly circulated book, “The 7 Habits of Highly Effective People.” Covey expanded the constants in life to change, choices, and principles.

All three apply to email’s role in healthcare marketing—and the argument can be made that email itself is a constant.

Read More
Topics: Email Marketing, Email List Quality

[Video] DMD Minute: Email Deployment

Jerrad Rickard, Director of Product Management: Email

Read rate is one of the most important key performance indicators (KPIs) for email. It’s also one of the most often overlooked. For successful campaigns, it’s important to understand—and then utilize—the read rate of your email deployments.


Read More
Topics: Email Marketing, Email Campaign Design & Deployment, Email List Quality

How To Provide An Optimal CX For Physicians (And Patients)

Andrew Munro, Senior Vice President, Healthcare

In healthcare marketing, you’re always looking ahead. Learning from past strategies, whether successful or not, is crucial for ensuring the effectiveness of future programs. This is exactly what a panel of 19 marketing experts had in mind when they contributed to an infographic predicting what they believe to be the top concerns for brands in 2019.

Not surprisingly, the concept of customer experience (CX) rose to the top. Healthcare marketers are increasingly tuned in to the fact that the “end user,” be that a physician within your health system or a potential patient in your community, wants to be treated like a human—not an inbox. To up the ante, your target audience members also don’t want to be seen as a stranger; they need to believe you value their time and interests and will provide personalized content that fulfills that desire.

The key in achieving this level of human-to-human personalization—and resulting trust—lies in the quality and depth of your data.

Read More
Topics: Email Marketing, Physician Engagement, Precision Targeting

More Vs. Good: 6 Questions To Ask Your Email List Provider

Jerrad Rickard, Director of Product Management: Email

The phrase “More is not always better” has great validity—otherwise it wouldn’t be such a well-known quote. What’s often left off is the second half of the truism, “Sometimes, it’s just more.”

It’s an attitude that applies to healthcare marketing in a few ways, but particularly when you’re considering physician email lists. You can buy a database from any number of vendors and get hundreds, thousands, or even hundreds of thousands of email addresses—and believe you now have the avenue to reach all those healthcare providers’ inboxes.

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

[Video] Driving Engagement With Physician Email

Jerrad Rickard, Director of Product Management: Email

I love a good road trip. As a father of four, I realize there are a lot of moving parts when we all pile into the car—the vehicle itself, the driver, a tuned-up engine, and guidance to our destination via a trusty GPS. These necessary parts provide a helpful analogy to all the components involved in an email deployment.

In this video, I break down how each element plays an integral part.

Read More
Topics: Email Marketing, Email Campaign Design & Deployment

Optimizing Email Deployments For The Highest Read Rate

Jerrad Rickard, Director of Product Management: Email

When you send an email to your physician audience, the goal is not only for them to open it, but also to read it. You’ve spent the time and money to craft those emails and want that effort to be recognized.

Paying heed to your deployments’ read rate is imperative for ensuring you’re capturing the attention of physician recipients.

Read More
Topics: Email Marketing, Email Campaign Design & Deployment

[Video] Email Authentication

Jerrad Rickard, Director of Product Management: Email

Authenticity is important in a variety of purchasing situations, from fine art to sports memorabilia. You’d be more than disappointed to find out something you spent your hard earnings on was not what it was made out to be, which is why guarantees are standard.

Read More
Topics: Email Marketing, Email Campaign Design & Deployment

Subscribe to Email Updates

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.