DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
  • Richard Murphy is Senior Vice President, BPA Media and General Manager, iCompli – Technology Assurance.  Richard leads BPA's Technology Assurance division, iCompli, specializing in Technology Auditing, Data Security and Privacy, Governance, Risk and Compliance.  In addition, he manages BPA’s global operations, including the company’s U.S., Canada, EMEA, and China/Asia Pacific divisions.  He is ...

DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
  • With over 83 concurrent sessions at this year’s Alliance for Continuing Education in the Health Professions Conference, there is great opportunity for learning. Here are just a few sessions we think to be of value. But it's not all about work, is it? Read on for fun places for when you need a break your daily learning. 

DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
  • This is the second blog in our "Pharma and Digital Ad Fraud" series. Previously, we explored the differences between good and bad bots. This blog will consider several ways pharma marketers can ensure more of the visitors to medical website are actual humans.

DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
  • In the first installment of our “Customer Experience” (CX) series, we discussed the importance of creating a seamless CX for HCPs visiting your website. In this blog, we’ll explore how you can use email to supplement details gleaned from their online behavior. Retail has done a fair job of observing customer browsing patterns online and following up on interest. If you’ve added something to your ...

DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
  • A strong, healthy relationship is supported by the omnipresence of clear, consistent communication. A couple won’t survive long if the silent treatment is their go-to solution for addressing conflict. The same premise exists for building solid relationships between health systems and the physicians they employ—frequent communication is imperative.

DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
  • This is the first blog in our "Pharma and Digital Ad Fraud" series. In the coming weeks, we’ll take a close look at the threat bots present and what pharma marketers can do to reduce the risk of ad fraud. Jupiter Research predicts that in 2018 advertisers will lose $51 million dollars per day to digital ad fraud. Growing advertising budgets and high CPM make pharma a particularly attractive t...

DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
  • A strong brand can withstand the occasional hiccup. Apple’s recent software snafu—which impacted the battery performance of older iPhones—will likely irritate users, but not instigate a mass transfer to Android. That’s the power of brand strength. It keeps customers, and it keeps them (generally) happy. As we enter 2018, particularly with the U.S. News & World Report rankings on the horizon, i...

DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
  • In 2018, it would be inconceivable for a product or service brand not to have a web presence. The potential for sales has increased dramatically over the past few decades due to the immediate availability of information. While retailers face challenges as regularly as the pharma industry when constructing a customer-friendly website, pharma has much more to consider in terms of meeting HCPs n...

DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
  • As we dive head-first into 2018, it’s easy to get caught up in the latest and greatest marketing trends, tactics, and plans for execution. But, as Chad White, author of Email Marketing Rules, stated in a recent article, “The new thing for email marketing in 2018 will be an old thing: email authentication.” When you don’t start with the basic foundation of a high-quality email list, your effort...

DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
  • Every human needs to eat in order to survive. The challenge of supermarkets, restaurants, and the recently-popular meal planning services is to get you to choose their goods over the competitor. The continuing medical education (CME) world resonates similarly. Physicians are required to obtain CME credits in order to retain licensure (aka, their "meal ticket"), but the trick is getting them to...

DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
  • Data-driven marketing was a powerful tool for pharma marketers in 2017. At the beginning of the year, audience identity management technology reported the online behavior of opted-in HCP visitors to your pharma brand sites. By year end, this capability had been extended across a digital ecosystem of more than 300 medical websites.  

DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
  • Email newsletters are an effective method of disseminating important information to physicians and other health system support staff, as well as highlighting achievements within the health system community. Recent hires (or retires), newly acquired state-of-the-art equipment, alumni announcements, and timely updates such as the learned ineffectiveness of the flu vaccine are just a few potential...

DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
  • A combination of well-known factors points to a big year for digital pharma marketing in 2018: The use of mobile devices in clinical settings continues to rise Doctors are less available for in-person meetings with sales reps The challenge is, of course, using digital channels to engage target physicians and build meaningful relationships that stand the test of time. Delivering a valua...

DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
  • Hospital and health system marketing is constantly changing, which means we are forever learning. Conferences are a terrific way for DMD to discover new trends—as well as challenges—and share our own expertise with others attending. This marketing sphere is also very diverse. We attended conferences that covered everything from growing obstacles in physician recruitment to recent consideration...

DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
  • As we look toward 2018, one thing is certain: Digital ad fraud is here to stay. Beating it will require a thorough understanding of bots, bot detection technologies, and digital audience identification. These are complex topics, and early next year we’ll begin a blog series that takes an in-depth look at many of them. In the meantime, we want to answer some of the basic questions that will con...

DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
  • The 2017 State of Engagement Report, released earlier this year, speaks about the reality of the “Engagement Economy”—the evolving era where everyone and everything is connected. It’s an environment that is opportune for medical device marketers to interact with health systems and physicians, but it also presents challenges. As we’ve explored in other discussions, physicians are consumers too...

DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
  • Pharma has a target on its back when it comes to digital ad fraud. A combination of increasing advertising budgets and high CPM relative to other industries makes pharma irresistible to cybercriminals. The million-dollar question is what to do about it. In the last few weeks, a number of ad fraud experts have weighed in through articles, podcasts, and slideshares. Here are the highlights:

DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
  • This is the sixth and final blog in our “Digital Marketing to Physicians” series, which has contemplated how health systems, medical device manufacturers, and healthcare recruiters can use digital marketing to engage specific physician audiences. Thus far we've focused on email deliverability, the importance of digital tools in physician outreach, using physician data to improve recruiting effo...

DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
  • Email is so simple compared to direct mail and other traditional marketing that it can be tempting to jump into a new campaign without really thinking it through. Yet taking time to clearly define what you want to accomplish is critical in order for your email provider to help you optimize every deployment. For the best possible results, start by asking yourself the 5 W’s: who, what, when, wh...

DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
  • I recently shared my thoughts on how healthcare recruiting has changed in the last 10 years. Looking back, it was surprising—even to me—just how drastic the shifts have been. We can learn insights from the past, but the real strategy is looking forward to opportunities ahead.

DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
  • Despite the increasing importance of audience data and analytics in marketing planning, few advertising executives trust the available data. A recent survey of advertiser and agency decision makers conducted by Advertiser Perceptions shows only 33 percent of ad execs consider their audience insights "completely trustworthy." Only 29 percent completely trust their audience analytics.

DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
  • This is the fifth blog in our "Digital Marketing to Physicians" series. In previous blogs, we discussed the importance of email deliverability, the value of individualized physician data, how digital tools facilitate outreach to physicians, and the appropriateness of using digital tools for health system marketing. This blog will discuss three factors to consider when developing mobile...

DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
  • Switching brands can be a very personal process. Going from Nike to Asics may pull at the heart strings, especially if you’ve been loyal to the "swoosh" for some time. There’s likely some heavy research involved before fully making the commitment. What are others saying? How will the fit differ? Will the new brand be able to support you on your weekend 10-milers? Physicians who are c...

DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
  • If all you had to do was market to robots, your job would be easy. A no-nonsense approach of presenting facts and figures with bulleted arguments as to why your product is better than XYZ’s would likely land you significant sales. Robots—at least for now—aren’t capable of human emotions. They process data, computing the pros and cons until a decision is made. Information is just infor...

DMD Digital Health Connections
DMD Digital Health Connections
Blog Post
  • Have you ever received a promotional email that was so off the mark you wondered if it was really meant for you? Think of a 20-something getting an email from AARP. Or, even more outrageous, a millennial receiving a message for the dating site "Senior People Meet." The first time, maybe it’s comical. Second time, it’s annoying. Third? You’re hitting that unsubscribe link faster than...

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