There’s been a clear transition from the previously-preferred direct mail marketing to digital efforts, particularly with hospitals and health systems. If there’s one thing we’ve learned, docs love email. And why shouldn’t they? With those hectic schedules, it’s far easier to click a quick email than weed through a stack of brochures.
If you’re already using digital strategies in your marketing efforts, what determines the level of success? A strong email marketing campaign is dependent on the quality of list lineage.
Beware The List Broker
Brokers have very little interest in the ultimate outcome of the goods or services they buy/sell. That extends to physician data. Sure, you can get a list of healthcare providers on the cheap, but there can be many issues with the caliber of data.
For example, you can be much more influential reaching physicians at a personal email address rather than a professional one that gets screened by front office personnel. Chances are, a “penny database” is full of addresses obtained via scraping or other common (yet less-desirable) email harvesting methods.
On the other hand, authenticated data gathered via first-party sourcing is almost a guarantee your emails will land in the right individuals’ inboxes. Furthermore, a sophisticated audience identity management system allows you to customize messages based on the recipient—whether it’s a physician, PA, NP, or nurse—because you know exctly you're speaking to.
Avoid Database Decay
Another problem with poor quality lists is that maintenance is severely lacking. Databases decay at a rate of 2 percent per month so list upkeep is non-negotiable. How do you know you’re not wasting money on retired (or deceased) providers or targeting a local physician who has since moved out of the area? A high-quality database ensures real-time info, right at your fingertips.
Don’t Go Down The SPAM Rabbit Hole
Obviously it’s not your intention to end up in recipients’ SPAM, but it can happen more often than you think with low-grade lists. Non-verified, non-authenticated email addresses are more likely to bounce, ultimately jeopardizing your access via specific ISPs. If the database you’re deploying has never been used for email, that factor increases your risk exponentially.
Databases decay at a rate of 2% per month so list upkeep is non-negotiable. A high-quality database ensures real-time info, right at your fingertips.
Invest in a list that is multi-sourced and verified by a third party, ideally BPA Worldwide, which is the leading auditing service for B2B communications. A BPA certification guarantees physician opt-in and confirmation of a preferred email address.
This topic is so intricate, I’d love to share more info with you if you’ll be attending the annual conference of The Society for Healthcare Strategy & Market Development (SHSMD) September 24-27 in Orlando, FL. Stop by to see me at the DMD Booth #204 or say hello at the New Member/First-Time Attendee Reception on Sunday, September 24 from 3-4 p.m.