Not long ago, nurses didn’t really figure into the pharma sales cycle. Sales reps traditionally focused on the one or two key physicians in each practice, simply because their office time was limited. In recent years, as pharma companies have employed fewer sales reps, reaching multiple healthcare professionals in a single practice has only become more difficult.
Yet, today, nurses have significant influence within most practices. To ignore them is to pass up valuable brand opportunities. A single sales rep can’t possibly connect with every nurse who educates patients or influences physician prescribing behavior, but a well-designed email marketing campaign can. DMD’s authenticated nurse database makes targeting nurses by specialty easier than ever before.
Without Nurses, Your Campaign Isn’t Complete
Nurses play an increasingly critical role in the healthcare process as hospitals and medical practices continue to focus on the “triple aim” of improving patient health, providing a better care experience, and reducing costs. Because nurses are the most direct caregivers for many patients, nurses are in a unique position to address patient concerns regarding treatment, drug interactions, allergies, reimbursements, and side effects.
By emailing this group of frontline care providers with targeted, relevant content, you can help nurses educate patients about your products. Over time, you can also develop a consistent narrative about the benefits of your brand. Nurses can then convey this care message in patient interactions, as well as in the feedback and recommendations they provide to physicians and mid-level prescribers.
Target By Specialty and Geography
We present a two-pronged approach to reaching this group of healthcare professionals. The first, a reliable database of authenticated physician email addresses. The second, the precise ability to segment that email list by treatment, specialty, and geographic data which allows pharma marketers to effectively target the nurses who are most likely to encounter the product.
For instance, you could target an email campaign for a seasonal allergy medication to nurses who work for allergists. To make sure your product is top-of-mind at the right time, you could deploy the campaign over several weeks or months, as allergens peak in different regions. Or, you could time the nurse campaign to coincide with a related physician campaign, perhaps providing nurses with patient education materials and physicians with clinical trial results.
Rigorous Authentication Standards
DMD maintains the first and only U.S. physician email database that is fully audited and classified as a verified source by BPA Worldwide. The same rigorous quality assurance process that earned this verification applies to the quality of our nurse database, as well as all other segments of the DMD database.
Nurse email addresses are obtained directly from a number of trusted data sources and partners, such as continuing education programs, specialty nurse association memberships, medical publications, and self-reported data. To ensure the highest level of accuracy, every email address in our nurse database is then authenticated against state-license databases.
Another best practice is verifying an email address’s domain (i.e., the part of the address after the “@” symbol) against the known domains for the nurse’s practice. A rigorous validation process also compares nurse-provided information collected from various sources to determine each nurse’s preferred email address. Because data changes fast, our nurse database is updated daily.
When you use an authenticated email list and target your campaigns based on specialty and geographic location, you can consistently deliver the educational content nurses need in order to become loyal advocates for your brand.