Healthcare Marketing

Data Privacy Gains Momentum: Current and Future Legislation, Healthcare Impact, and 2021 Predictions

David Reim, Chief Privacy Officer

Last year around this time we presented on data privacy trends, regulations, and predictions for 2020. Some of those predictions didn’t materialize for various reasons; COVID-19 included. State and federal legislators had a lot on their plates, so less urgent policies were put on hold.

However, we did see a trickle-down effect from California’s proactive stance on data privacy. An increasing number of organizations—including those in healthcare—are stepping up to meet consumers’ data privacy demands. These companies are not waiting for legislative action. Rather, they’ve anticipated the inevitable and understand the benefits of establishing trust with their target audiences.

Our recent webinar, “Data Privacy 2021: The Journey Continues,” reflected this growing trend in data privacy legislation. Here are some key highlights of the presentation, which focused on state- and federal-level legislation, how data privacy impacts healthcare marketers, and what to expect in the coming months.

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Topics: Email Marketing, Pharma Marketing, Healthcare Marketing, Data Privacy, DMD Marketing

Introducing the Lab Report, A New White Paper Series from DMD. First Topic: Gmail Deliverability

Jerrad Rickard, Vice President, Email

While 2020 proved to be a banner year for engagement, as outlined in our “2020 Email Year in Review Report,” it was not without challenges.

Building on the research conducted for 2020’s Year in Review Report, in 2021, we’re shining a light on email with a new monthly white paper dedicated to the channel. DMD’s Lab Report: The Art & Science of Healthcare Email explores insights, trends, and obstacles affecting healthcare email. From strategy to creative, deployment to reporting, we aim to address the most pressing issues healthcare marketers face.

To kick off this educational series, we’re taking a look at inbox deliverability, specifically the calculated interference Gmail runs between healthcare marketers and their intended HCPs.

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Topics: Email Marketing, Physician Engagement, Pharma Marketing, Healthcare Marketing, DMD Marketing, Deliverability

DMD Pharma Innovator Series: Regina Paris, Evoke

Edith Hodkinson, Chief of Digital Strategy

Even before the COVID-19 pandemic, HCPs were increasingly relying on digital channels to stay up-to-date in the healthcare industry.

I recently chatted with Regina Paris, VP of Engagement Strategy at Evoke, to discuss how brands are shifting to (and embracing) the vast opportunities of digital outreach, why qualified data sources are so imperative for achieving optimal engagement, and what is unique about HCPs’ digital behavior in the rare disease space.

The full text of our conversation is below.

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Topics: Email Marketing, Pharma Marketing, Pharma Innovator Series, Healthcare Marketing, DMD Marketing

DMD’s Year of Learning, Adapting: 5 Reflections from 2020

Tighe Blazier, President

No amount of planning can prepare a business for a crisis such as COVID-19. At DMD, we started off 2020 expecting to help our clients connect meaningfully with healthcare professionals, as always. The pandemic worsened and everything changed.

Confronted with varying COVID-related challenges, we committed to learning—and evolving—to better support our clients and the larger healthcare community during this time. Despite the difficulties, DMD found ways to serve our clients and help them overcome unparalleled hardships.

The pandemic may not be over, but what we have learned will carry through 2021 and beyond. Here are our top reflections from 2020...

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Topics: Email Marketing, Physician Engagement, Pharma Marketing, Healthcare Marketing, DMD Marketing

Email Year in Review Report: Identifying COVID-19 Trends PLUS What to Expect in 2021

David Reim, Chief Privacy Officer

2020 represented an unprecedented year for many reasons. 

COVID-19 loomed large in everyone’s life and proved to be greatly influential for healthcare marketing. DMD’s analysis of the more than 32 million emails deployed from October 31, 2019 to October 31, 2020 revealed informative trends. These emails were sent to U.S.-based physicians, nurse practitioners, physicians’ assistants, nurses, and pharmacists on behalf of pharmaceutical companies and brands.

Our 2020 Email Year in Review report summarizes year-to-year trends, delves into engagement metrics influenced by COVID-19, and provides a look to what may be ahead for healthcare marketers in 2021.

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

Triggered Email’s Exponential Effect: The “Math” Behind 1+1=3

Jerrad Rickard, Vice President, Email

In our latest webinar, “1+1=3: Triggered Email is the Perfect Complement to Your Email Marketing,” our goal was to highlight the value of integrating broadcast and triggered email campaigns.

We use the “1+1=3” equation to illustrate why combining broadcast and triggered is not simply an average of each individual campaign’s performance. Each is effective on its own, but when using triggered + broadcast, impact increases exponentially.

Here are a few key insights we extracted from the webinar. If you’d like to view the entire session, you can access it here.

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Topics: Email Marketing, Physician Engagement, Pharma Marketing, Healthcare Marketing, DMD Marketing, Triggered Email

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

Jerrad Rickard, Vice President, 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, Vice President, 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

DMD Pharma Innovator Series: António Pregueiro, IQVIA

Edith Hodkinson, Chief of Digital Strategy

The COVID-19 pandemic has rapidly changed the pharma marketing and sales environment, accelerating a trend towards digital engagement that was already in motion. I recently sat down with António Pregueiro, VP Life Sciences, and Practice Lead at IQVIA, to discuss the trajectory of a virtual shift in engagement, what constitutes the “good data” required for successful multichannel campaigns, and how life sciences companies can optimize opportunities for both their sales and marketing teams. 

The full text of our conversation is below.

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Topics: Pharma Marketing, Pharma Innovator Series, Healthcare Marketing, Covid-19, Data For Good, DMD 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.