Pharma Marketing (2)

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 Product Lead

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

DMD Pharma Innovator Series: António Pregueiro, IQVIA

Edith Hodkinson, Chief Digital Officer

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

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

Jerrad Rickard, Vice President, Email Product Lead

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

Edith Hodkinson, Chief Digital Officer

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

Why You Should Care About CCPA Right Now

David Reim, Chief Privacy Officer

In terms of social policy, California is often considered a bellwether state. If California votes it in, other states better pay attention. And, although it isn’t the largest, the state of California holds a great deal of influence. The Golden State is the fifth largest economy in the world and is projected to surpass 40 million residents by 2019—representing approximately one out of every eight U.S. citizens (12.5 percent). California also has 12 percent of the nation's physicians.

Given the state’s impact, it’s no wonder that the California Consumer Privacy Act (CCPA) is becoming an important topic. Although the CCPA does not go into effect until January 1, 2020, there are crucial considerations you need to start thinking about right now.

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

Digital Pharma East 2018: 5 Sessions You Shouldn’t Miss

David Reim, Chief Privacy Officer

The Digital Pharma East conference is always high on my list of must-attend events. This year is no exception. The agenda is packed with more timely presentations than ever to select from, making it a particularly worthwhile trip.

With the growing intersection between online and offline channels, it’s becoming increasingly important for companies operating in the pharma and healthcare spaces to find a way to navigate. I am hopeful that some of the experts leading sessions will shine a light on possible paths to take moving forward.

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Topics: Pharma Marketing

Aggregate Data Is Not Enough: The Case For Individual-Level Physician Data

Roger Korman, President

When you go out to dinner with friends, chances are you don’t all order the same meal or request your food to be prepared the same way. Most restaurants try to accommodate individual preferences. Pharma marketers also need to go to the same lengths to serve up content tailored to meet their physician’s specific tastes.

This requires capturing data on an individual level so you can begin to know your physicians and what they care about. Such insights can be the difference between marketing success and failure.

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Topics: Audience Identity Management, Pharma Marketing, AIM

Beyond The Basics: How Audience Identity Data Enhances Email Marketing

Roger Korman, President

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

DMD Innovators Series: Allison Hartsoe, Ambition Data

David Reim, Chief Privacy Officer

Allison Hartsoe is the Founder and CEO of Ambition Data. Her experience and passion for analysis allow her to see future trends and relate them all the way back to the tactical moves her clients need to make today. She has built and executed digital analytics strategies for Fortune 500 customers including Blackrock, BlueShield, Genentech, GlaxoSmithKline, HP, Intel, Microsoft, Nike, and Seagate. She is also a member of the C-Suite Network.

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Topics: Pharma Marketing, Pharma Innovator Series

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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.