Healthcare Marketing

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

Jerrad Rickard, Senior Director of Product Management: 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, Senior Director of Product Management: 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

Health System Updates on COVID-19: Your Patients Need to Hear from You

Andrew Munro, Senior Vice President, Healthcare

The COVID-19 pandemic continues to disrupt the world in varying ways. Even as some areas are seeing reduced rates of infection and health systems begin to “reopen,” there is a primary concern among consumers:

“Is it safe to go to the hospital if I’m sick? What about COVID-19?”

Many healthcare providers have growing concerns about patients who are delaying care out of fear. It’s a sentiment reflected by a Los Angeles billboard sent to us recently by a client: “Concerts are put on hold. Going to your doctor shouldn’t be.” 

More than anything, the patient community wants reassurance from reliable, authoritative sources—and hospital leadership can meet that demand with relevant, targeted patient and community email communications programs.

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Topics: Email Marketing, Healthcare Marketing, Covid-19, DMD Marketing

Physician Email Holds Strong, Even In a Pandemic: A COVID Case Study

Jerrad Rickard, Senior Director of Product Management: Email

Over the last three months, hospitals and health systems have adapted to the COVID-19 pandemic on multiple levels—from turning tents into emergency rooms to exploring telehealth services. Throughout, they’ve had to communicate these changes to their healthcare professionals.

We took a step back to review how our clients have been using email during the pandemic to see if trends in communication might help them move into the next chapter in this worldwide disruption.

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Topics: Email Marketing, Pharma Marketing, Healthcare Marketing

DMD Engineer Provides Global Solution for 1.6 Million Weekly Download Open Source Library

Sarah B. Brown, Director of Marketing

At DMD, problem-solving is at our core. Our suite of data products solves the marketing challenges our healthcare clients routinely encounter.

Like any progressive technology company, we run into our software engineering challenges which require creative solutions. Using resources like open source libraries allows us to leverage the collective knowledge and experience of both engineers and programmers who serve the broader community. It’s a valuable go-to; but unfortunately, those libraries occasionally have issues of their own.

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Topics: Physician Engagement, Healthcare Marketing

DMD Pharma Innovators Series: Jane Portman, SVP, General Manager – Merkle Health

Edith Hodkinson, Chief of Digital Strategy

I recently spoke with Jane Portman, SVP, General Manager, Merkle Health, to discuss new sales and marketing trends within the pharmaceutical industry--particularly a focus on an increasing “virtual” space in which sales reps are forced to operate. We also talked about why 1:1 marketing is even more critical for pharma brands now, and will be in the future.

The full text of our conversation is below.

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Topics: Pharma Marketing, Pharma Innovator Series, Healthcare Marketing

[Webinar] Obstacles and Innovations: What's Changed for Email Marketing in 2019

Jerrad Rickard, Senior Director of Product Management: Email

As we look towards the second half of 2019 and beyond, it’s important to look back at some of the changes—both positive and negative—that have already been made in email marketing just this year. Even if you’ve been adhering to traditional “best practices,” this new information requires a thorough review of your digital marketing tactics.

 

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Topics: Email Marketing, Physician Engagement, Healthcare Marketing

[Webinar] Decoding The Digital Physician: Separating Fact From Fiction

Sarah B. Brown, Director of Marketing

Capturing the attention of your physician audience is no easy feat, especially with digital communication increasing every day. It’s difficult to cut through this noise to deliver your message. The best way to reach your audience is to understand their needs – and tailor your outreach to those needs. Today, more than ever, physician-level data is critical to effectively reach and engage your targets.

In our next webinar on July 17, Edith Hodkinson, Chief of Digital Strategy, will unravel some notions about the “digital physician” to demonstrate why it’s so important for marketers to separate fact from fiction when strategizing ways to communicate with and engage healthcare professionals. In preparation for the webinar, I sat down with Edith to explore some of the topics she’ll be discussing.

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Topics: Audience Identity Management, Physician Engagement, AIM, 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.