Today, there is one critical factor for ensuring the digital multi-channel marketing strategy is effective: the email address. To truly engage healthcare providers wherever they are online, and deliver a consistent and engaging experience, marketers know they need an approach that incorporates many digital channels. It is equally important to deliver that experience to the right audience.
On Wednesday, March 25, I’ll be presenting the webinar “One Digital Key to Rule Them All,” demonstrating how email addresses can help you achieve more in your multi-channel digital marketing. Read on for background on what I’ll be covering during this live event.
Email: The Digital Key to Unlocking Multi-channel Potential
You may wonder, “How much of a difference does an email address really make?”
Email addresses are the digital key — the unique identifier — to targeting and reaching your healthcare audiences precisely. The authenticated email address is the key to 1:1 communication in email marketing; when you deliver a message to Dr. Smith, who has opted-in and been verified, you know you are reaching the right Dr. Smith.
The same is now true in other digital channels: custom and tailored audiences can guarantee your message is delivered 1:1. Why rely solely on probabilistic data (e.g. lookalike audiences) when deterministic data gives you a direct line to your intended targets?
What’s On the Agenda? Email Addresses Used in Other Digital Channels
Here’s a glimpse into the agenda I’ll be covering next week:
1) Social Media Marketing
With social media users projected to hit almost 3.1 billion in 2021, exact audience targeting helps you refine reach, boost visibility, and increase engagement.
2) Programmatic Advertising
Advertising in the digital space often still relies heavily on probabilistic data; educated guesses are made to determine if the correct audience is being reached. Better targeting is available, however. Deterministic data, with the email address as the digital key, allows for 1:1 programmatic ad serving to both healthcare professional and consumer audiences.
3) Triggered Engagement Programs
Audience identity technology, specifically DMD’s proprietary Audience Identity ManagerTM (AIM), paired with better marketing automation tools and logic engines, now allow healthcare marketers to move beyond simple drip campaigns to triggered campaigns based on actual online behaviors of a healthcare provider. Used here, the email address is the unique identifier, providing marketers with insights into when and where a healthcare professional is engaging with medical topics and content.
These insights deliver the ability to trigger a next best message through email or another channel, and offer healthcare professionals a personalized -- and direct -- experience unique to their observed interests and needs.
A Final Word: COVID-19
We’d be ignoring the elephant in the room if we didn’t address COVID-19 and the impact it is having on all aspects of today. While many essential healthcare organizations and services are still operating, face-to-face interactions have been reduced significantly in support of flattening the curve.
It is equally important to deliver that experience to the right audience.
During the webinar next week, I’ll provide some insights into what we at DMD are observing with regard to healthcare professional digital engagement and ways in which marketers can continue to maintain and build relationships with key audiences, whether professional or consumer.
To learn more about why email is so integral to reaching key targets and achieving your strategic marketing goals, whether short-term or long-term, we invite you to sign up for our upcoming webinar, “One Digital Key to Rule Them All: The Email Address is Your Key to Achieving More in Healthcare Marketing.” Even if you can’t attend in person, when you register you’ll receive a copy of the webinar recording . Register here.
Webinar Details: Wednesday, March 25, 2020 | 2:00 PM Eastern Time (US & Canada)