Performance Boost: The Power of Targeting and Segmentation
Introduction
When it comes to successful medical marketing, there is no one-size-fits-all approach. Locations, demographics, professions, interests, and several other variables can play a vital role in the effectiveness of your campaigns. That’s why it’s essential to not only know and define your audience but also segment your lists, so you can send targeted, relevant email communications that drive positive results. But where do you begin?
You need the right data, but you don’t have to go it alone
Leveraging accurate and highly detailed first-party datasets is key to the targeted email marketing data. But most marketers are not data people, so trying to decipher good data from bad can feel overwhelming if not impossible.
Powerful data, tailored to your needs
By leaning on MMS, you can stay focused on your marketing efforts while we ensure your datasets are accurate, complete, scrubbed and ready to go. Our state-of-the-art technology works full time in real time every day to identify and promptly remove hard bounces, soft bounces, undelivered addresses and opt-outs for maximum deliverability.
Achieve accuracy with respectable sources
There’s a lot of data out there — and it changes all the time. Leveraging outdated information can not only hurt your campaigns but also your reputation. That’s where the American Medical Association Physician Professional Data™ (AMA-PPD) comes in. Sourced from over 2,300 data owners and used by the pharmaceutical industry, medical publishers, continuing medical education providers, physician recruiters and market researchers, AMA primary source-verified data is more than legitimate — it’s also essential.
Multiple targeting options using detailed demographics allow you to customize the AMA-PPD to your specific marketing needs. By tapping into this database representing 1.4 million physician records and data file matching capabilities — including medical education (ME) and National Provider Identifier (NPI) numbers — you can target your recipients with a wide range of criteria, including but not limited to:
Age
Specialty
Type of practice summary
Phone number
State/SCF/ZIP code
County
Metro trading area
Population level
ABMS board certification/sub-certification
Year of licensure
Residency program
Medical school
Did you know?
The AMA-PPD is updated daily with an average of 135 million updates annually to ensure accuracy.
In addition, the AMA-PPD also lets you target by enhanced physician response data* and prescription data**.
The benefits of targeting, by industry
Hospital marketing
Leverage industry-leading data from MMS
to build physician relationships, increase engagement and drive referrals by connecting directly with healthcare professionals.
Continuing medical education
Connect directly with HCPs. Target local, regional and national audiences — and identify your ideal audience — to yield higher responses and increase registrations.
Medical recruitment
Target active job seekers and passive candidates to yield higher responses and fill positions with qualified recruits, fast.
Pharmaceutical
Tap into pharmaceutical marketing strategies that can help you gain access to no-see doctors. Use targeted data to build better relationships with physicians, so you can increase engagement and scripts.
Defining and segmenting your audience for maximum impact
No matter which industry you’re focused on, your audience expects to receive content related to their needs and wants. In fact, segmented marketing campaigns drive 30% more opens and 50% more click-throughs than nonsegmented campaigns.*** That’s where the NOWW Platform from MMS comes in.
Maximizing impact through segmentation
Once you have your target audience defined, NOWW allows you to segment your lists, so you can send targeted, relevant messages. Segments can be created based on:
Demographic
Profession
Specialty
Engagement metrics
Location
Other variables
In addition, you can create demographic count reports to support analysis and targeting — plus access MMS data that includes multiple demographic selections, prescription data behaviors, and enhanced response information.
Optimize send times and preferred addresses
You can now personalize your email marketing content to ensure it resonates with each segment. This is important because:
Recipients scan through crowded inboxes and make split-second decisions about which messages they open — and they’ve become more selective in the process
They have a lower tolerance for emails that aren’t timely or relevant —
either marking these messages as spam or ignoring them completely
MMS can add precision to your email strategy through advanced, proprietary MMS technology that identifies when your prospect is most likely to open emails, along with the address they use most frequently. We integrate this critical behavioral data into the delivery system to make sure your email arrives at the right time and place for maximum engagement and results.
Stay on top of results, and pivot if needed
MMS’ proprietary algorithms use machine learning (ML)/artificial intelligence (AI) to keep data updated in real time. This enables you to make up-to-date segmentation refinements should a recipient on your list change locations, enroll in a new medical school, pursue new specialties and more.
See where you can get your highest engagement
Use NOWW Broadcast Intelligence to understand key audience behaviors and priorities. You can focus your target files by ME/NPI number or name/address and see who’s responding through the medical marketing platform’s email behavior features.
Get insight with engagement reports
Build on the standard report but go into more depth with viewing measurements and lead-quality scoring of highly interested recipients with phone numbers. This can be especially beneficial to recruiters for finding and reaching out to the most qualified and interested prospects.
Why MMS?
No other healthcare marketing service provider offers the unique MMS combination of great data and powerful email and direct mail marketing (coupled with social media and programmatic advertising expertise), delivered together with a focus on making it easier to achieve the results you want.
Contact us today and see what we can do to help you make the most of your marketing campaigns.
*Office-based and hospital staff physicians are 98% deliverable. In most instances it’s best to include an age restriction on your target audience. Resident data is collected by the AMA from the GME census and reporting residency programs. The best time to target residents with direct mail campaigns is November 1 through May 31.
**Not AMA-PPD data
***Source: https://www.hubspot.com/state-of-marketing