Before the World Wide Web made information access so simple, communicating could be a laborious process. If you needed to call someone or mail a letter, the phone book was your best option. Upcoming generations may not realize it, but “yellow pages” involved actual, physical pages before it was a URL.
Answering machines solved outreach obstacles to a point, but prior to their existence, you had to hope someone was on the other end or just keep trying.
Now, our digital world allows instantaneous connections. For hospital marketers, this can be a double-edged sword. You possess the ability to communicate efficiently with your physician base but not all marketers enlist the right weapon to do so effectively.
The best assurance of being a responsible swordsman (ahem, marketer) is to use email—and, more importantly, the best quality email list.
A Demographic of One
Communicate with physicians on a personal, individual level, and elevate the value of the conversation.
In her recent Martech Series article, Kathy Menis speaks about data being the next competitive battleground to shape the future of digital marketing. While her expertise converges specifically on the retail and consumer tracks, she makes a powerful statement about ditching traditional segmentation tactics in favor of targeting a “demographic of one.” That is, using individualized data to deliver true personalization—focusing not on personas, but on persons with unique histories and expectations.
Brands who know their customers as well as they know themselves will be better able to withstand the rising competition. Brands who don’t know their customers won’t stick around long enough to see what else the future brings.
Will you be the one who withstands or the one who doesn’t?
Quality Data: The Deciding Factor
In his blog post from earlier this week, my colleague Jerrad Rickard explains why health systems must act like a health system, not just carry the name. Being fully in tune with what your brand represents—as Menis references “knowing yourself”—is only half the battle. The next critical step is to know your physicians. And that’s where high-quality physician data is key.
What’s constitutes quality data? Here are a few questions to ask:
- Did your physicians opt-in? Even better, did they double opt-in?
- How successful is your deliverability rate? Did you know 99.5 percent (or higher) is possible?
- When was the last time your physician email list was updated? It should be at least every 24 hours.
- Are you certain the email addresses were obtained legitimately? Believe it or not, offshore scraping is still a big problem, as is the process of “assembling” email addresses based on a health system’s domain name model.
- Have the email addresses been verified, authenticated, and certified by a third-party? BPA Worldwide’s certification is the gold standard.
- Does your list contain multiple email addresses for each physician? Do you know which one is the preferred one?
- What other information is available? The best databases will include details such as NPI number, geographic location, hospital affiliation, medical specialty, level of expertise, referral patterns, and case mix.
If you only adhere to some of these standards, you may as well adhere to none. That may seem harsh, but with healthcare’s increasingly competitive environment, growth depends on compliance to all. From addressing referral leakage to enticing potential recruits, it’s the data—and the intelligence that arises from the data—that allows you to not only communicate with physicians on a personal, individual level, but also elevates the value of the conversation.