Email Marketing

No Tricks, Just Treats: Deploying Valuable Email Content To Physician Candidates

Christopher Lee, Chief Commercial Officer, Healthcare

Healthcare staffing professionals are tasked with finding the "perfect match" for the hospital entities they represent. Thanks to a diminishing physician supply and increasing demand, that undertaking isn’t always achievable in its truest sense. Time constraints and an overfull docket of open positions often results in staffers pushing out a blanket list of open positions with no energy or resources for targeted—and thus valuable—communications.

So, instead of sweetening the deal with an inbox full of “treats” (aka: job incentives), candidates are left to weed through the same old posts with nothing to entice them to take further action. It’s not intentional trickery on the staffers’ part, but it does lead to a frustrated end user—one who might end up ghosting you in the end.

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

[Video] Email Testing Basics: Getting Started

Jerrad Rickard, Director of Product Management: Email

The drive for increased personalization in marketing, regardless of industry, means those on the receiving end of marketing messages have become more fastidious of where they devote their attention. Email messaging that lacks relevance will likely fall to the bottom of a healthcare provider’s digital mail pile, while communications that provide timely, meaningful information rise to the top.

So, anytime you can learn more about your healthcare provider audience—and thus tailor messaging accordingly—you should never pass up that opportunity. Email testing is one of the most helpful ways to accomplish this.

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

Will Your Email Campaign Sink Or Swim?

Jerrad Rickard, Director of Product Management: Email

It’s a rare occasion to find solutions that are cost-conscious, highly effective, and fast-acting. One attribute is typically sacrificed for another. In healthcare marketing, email is that very thing—encompassing all of these positive traits.

One of the reasons email works so well is because it is physicians’ preferred messaging channel. Seventy-three percent of physicians report email as their top choice for communication. If you expect to succeed in reaching and engaging physicians, email should be a cornerstone in your marketing mix.

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Topics: Health Systems Marketing, Email Marketing, Email Campaign Design & Deployment

SHSMD 2018: Drive Home The Benefits Of Physician Email

Christopher Lee, Chief Commercial Officer, Healthcare

When you’re driving to a new destination, you likely put the address in your GPS and let it guide you using the most efficient and direct route. Yet when it comes to your physician marketing efforts, if you aren’t using email to communicate, you’re not taking the best route to drive your messages home.

Many health systems overlook the value email provides to converse with their healthcare providers. Without this important vehicle, your messages may be getting stalled on the information highway.

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Topics: Health Systems Marketing, Email Marketing

Why Physicians Shouldn’t Receive Your Patient Newsletters

Christopher Lee, Chief Commercial Officer, Healthcare

Your patient newsletters act as an important vehicle to communicate with your target audience. Whether sent to existing or prospective patients, these publications are effective for introducing new service lines, announcing hospital improvements, and providing information about common conditions and treatment options.

The key word here is "patient." If you're tempted to deploy these same newsletters to your physicians, put that strategy on pause.

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Topics: Healthcare Marketing, Email Marketing

Beyond The Basics: How Audience Identity Data Enhances Email Marketing

Dale Benner, Senior Director, Product Management

When pharma marketers think about email campaigns, metrics like opens and click-throughs immediately come to mind. It’s nearly impossible to develop successful campaigns without these fundamental measurements.

Yet newer metrics are equally valuable. That’s because the next generation of digital measurement provides individualized data about healthcare professionals (HCPs) who visit medical websites. With audience identity data and digital journey data, pharma brands can connect the dots between email and website marketing in order to produce highly effective, integrated digital campaigns.

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

6 Tips To Capture Physician Engagement In 6 Seconds Or Less

Jerrad Rickard, Director of Product Management: Email

What can you accomplish in just six seconds or less? Thanks to a few popular internet videos, you can apparently learn how to tie a Windsor knot, rearrange your roommate’s den, and strip a screw in this very brief timeframe.

As savvy healthcare marketers know firsthand, six seconds is also the length of time you have to engage healthcare professionals. You need to make every second count in order to be fully effective in your efforts.

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Topics: Healthcare Marketing, Physician Engagement, Email Marketing

Digital vs. Direct Mail: Why Digital Is The Clear Winner

Christopher Lee, Chief Commercial Officer, Healthcare

Marketing experts estimate the average American is exposed to between 4,000 and 10,000 marketing messages per day. As much as we’re swayed to think physicians are a special breed of human, they’re really just people too—and encounter just as many marketing touchpoints as the average individual.

With figures like that, there’s no wiggle room to experiment with marketing channels that have become less effective over the years. While direct mail was at one time considered a top performer in physician communications, statistics surrounding physician preference reveal email beats out all other forms of communication. Even though direct mail is not “dead” and arguably has a place in certain outbound campaigns, email is still the clear winner.

That is, if you do it the right way.

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Topics: Healthcare Marketing, Email Marketing

The AdTech-MarTech Convergence: Making An Argument For Email’s Value

David Reim, Chief Privacy Officer

Healthcare marketers focused on developing engaging customer journeys understand email is a deterministic identifier, and can be used to link an individual’s digital activity across multiple channels. That is to say, the email address is positioned to be the unique identifier that can actually unify other digital marketing solutions.

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Topics: Healthcare Marketing, Email Marketing

How Your Emails Can Strengthen (Or Weaken) Physician Engagement

Jerrad Rickard, Director of Product Management: Email

A local market in my town gives out lollipops to kids who help their parents bag the groceries. As a result, I often see children proudly stacking items into bags in an effort to earn this treat. Not only does this keep them busy, it also helps speed up the check-out process. This is a great example of using “conditioning” to teach children that taking a desired action will be rewarded.

Healthcare organizations can try a similar approach with their email marketing.  When you design relevant copy that resonates with your target healthcare professionals, you entice them to open your emails and engage with your brand.

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Topics: Email Marketing, Healthcare 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.