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Building a Successful Physician Email Program to Support Your Multi-Channel Strategy: Behind the Scenes with Johns Hopkins and DMD
This document discusses the collaboration between Johns Hopkins Medicine and DMD to develop an effective physician email marketing program aimed at enhancing awareness of new services, improving referrals, and fostering relationships with physicians. It outlines best practices in email marketing, the importance of data privacy, and the significant roles metrics play in evaluating campaign performance, including open and click rates. The report emphasizes the necessity of innovative strategies in digital marketing and the establishment of reliable digital identification for optimizing outreach efforts.
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Building a Successful Physician Email Program to Support Your Multi-Channel Strategy: Behind the Scenes with Johns Hopkins and DMD
- 1. Building a SuccessfulPhysician Email Program to Support Your Multi-Channel Strategy: Behind the Scenes with Johns Hopkins and DMD Shannon Ciconte, Senior Director of Interactive Marketing, Johns Hopkins Medicine Therese Lockemy, Director of Internet Marketing & Social Engagement, Johns Hopkins Medicine Jerrad Rickard, Senior Director, Product Management & Marketing – Email, DMD Marketing
- 2. Agenda Johns HopkinsMCM Strategy and Research Behind It Email Campaign Performance: What We Know About Physicians “Best Practices” + Data Privacy & Regulatory Compliance What’s Next for Johns Hopkins
- 3. Learning Objectives 1. Learnhow Johns Hopkins and DMD work together to target and expand physician reach to deliver an email marketing program that creates awareness of new service lines, augments referrals, and builds and maintains relationships with their target physician audience. 2. Acquire knowledge of the important role email serves in a multi-channel marketing strategy, as well as how email data, as both performance monitoring and as an audience identification source, and innovation can set an organization’s marketing efforts apart from its peers. 3. Understand why email best practices, simple on the surface but sometimes difficult to get right (especially technical considerations related to deliverability), are crucial to email marketing, as demonstrated by data-driven insights derived from more than 66,000 email campaigns.
- 4. Johns Hopkins PhysicianMarketing Strategy
- 5. Campaigns CARDIOLOGY ONCOLOGY HEART & VASCULAR Reputation ServiceLine Lead Gen #1 #3 THE JOHNS HOPKINS HOSPITAL In Maryland In the Nation According to U.S. News and World Reports 2019-20 rankings.
- 6. Email Address asDigital Fingerprint
- 7. Value of VariousMethods for Communications Between Johns Hopkins and Physicians 28.7% 33.3% 33.5% 34.0% 39.2% 40.6% 42.3% 53.7% 0.0% 20.0% 40.0% 60.0% 80.0% 100.0% Podcasts in Your Specialty Emailed Information from Johns Hopkins Video Case Presentations Johns Hopkins Website Downloadable .pdf Case Studies Print Newsletters Pertaining to Your Specialty E-Newsletters Pertaining to Your Specialty Presentations by a Johns Hopkins Physician at a Conference in Your Specialty “Very Valuable” Responses
- 8. Survey Insights: MostUsed vs Perceived High Value 36 74 73 78 69 69 45 84 0 10 20 30 40 50 60 70 80 90 MedScape PubMed.com Uptodate.com Specialty association Most Used Value
- 9. Survey Insights: MostUsed vs Perceived High Value 0 5 10 15 20 25 30 35 40 45 50 Facebook YouTube LinkedIn Doximity Twitter Most Used Value
- 10. Match Rate Match Rate1:1 Target Reach 40% 36,000 physicians
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- 12. Target: Physicians Goal: Drive awarenessof Johns Hopkins services, research and other information specific to each physician specialty. Current Phase: Using email, social and display, nurture target physicians through personalized marketing Target Engage Retarget Engage Target Engage 42.3% indicated eNewsletters were “very valuable” when specific to specialty 77.5% find Twitter to be somewhat valuable to very valuable Physicians consistently open Johns Hopkins email at rates greater than industry baseline 53.7% “very valuable” – presentations by Johns Hopkins physicians at a medical conference *Data from Johns Hopkins physicians research survey. Example Physician Journey Partner Email Subscriber Email
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- 16. Sessions and Sign-Ups 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 0 50 100 150 200 250 300 Q1Q2 Q3 Q4 Session and e-News Sign-ups Sessions Clinical Connection Sign-ups
- 17. Johns Hopkins Email:Overall Performance Email addresses are: 100% first-party sourced and opted in Validated and authenticated Data privacy and regulatory compliant 936,613 299,645 13.87% 10.17% 66.40% Total Emails Sent Total Physicians Average Open Rate Average CTO Rate Average Read Rate Data based on Johns Hopkins email campaigns from January 2018-March 2019
- 18. Email Deployments AgainstBaseline Johns Hopkins Open Rates vs Academic Medical Center Industry Baseline Data based on Johns Hopkins email campaigns from January 2018-March 2019
- 19. Email Deployments AgainstBaseline Johns Hopkins Click Rates vs Academic Medical Center Industry Baseline Data based on Johns Hopkins email campaigns from January 2018-March 2019
- 20. Email Performance forSelect Specialties Email Metrics – Unique Sends Johns Hopkins Select Specialties Email Metrics – All Sends Johns Hopkins Select Specialties Data based on Johns Hopkins email campaigns from January 2018-March 2019
- 21. Personalized Content: SubjectLines Data based on DMD email campaigns
- 22. Personalized Content: Dynamicvs Static Emails Data based on Johns Hopkins email campaigns from January 2018-March 2019 19.54% 20.41% 17.32% 15.70% 13.66% 14.76% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% Heart & Vascular Psychiatry Ortho Specialty Open Rates of Dynamic vs Static Emails Email with Dynamic Content Email without Dynamic Content
- 23. Best Practices: SubjectLines and Preheaders Subject Line 45-85 characters Personalize when possible and appropriate Incent subscriber to take action Front load with key information Preheader 45-75 characters Complements the subject line Front load with key information
- 24. Keys to OngoingSuccess in Email Campaigns Establish Goals & KPIs Create Meaningful Tests Don’t Undervalue Good Design & Code Use Email to Build/Maintain Physician Relationships
- 25. Establish Goals &KPIs OPEN RATE READ RATE CLICK RATE • Always Important First Step • Measurement of your subject line • Best first step in testing • Effective measure of content relevance • Measures brand affinity • Important KPI if web traffic is not desired outcome • Effective measure CTA type/placement • Important KPI if web traffic is desired outcome • Measures article relevance (newsletter)
- 26. Create Meaningful Tests Testonly 1 variable Test meaningful differences Test ideas • Start with subject line • Ensure a large enough test and control group • Test emotions of subject lines not just one different word • Test content types video/text • Subject line, pre-header • Images or no images • CTA color • CTA text • Personalization • Time of day/day of week
- 27. Don’t Undervalue GoodDesign & Code
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- 29. Use Email toBuild/Maintain Physician Relationships Ideal cadence is 1 to 2 touches per month/segment Remain top of mind by delivering valuable content consistently throughout the year
- 30. Perceived Value vsActual Actions
- 31. Medscape Results 753 emailopens: 38% open rate 2X benchmark of 12.2% Recontact email: 35% open rate Average 2 pages viewed on site ~ 2 minutes on site
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- 33. Perceived Value ofTopics vs Actual Value Data based on email campaigns from January 2018-March 2019
- 34. Changing Legal Landscape DataPrivacy Laws in the U.S.
- 35. What’s Next forJohns Hopkins Send-Time Optimization (STO) Social Identity Deepen Personalized Marketing Emails sent based on past or predicted open and click behavior Using Email Address as the identifier, create Custom Audiences for 1:1 targeting Dynamic content tailored to each healthcare provider 40% Match of Target Physicians
- 36. Target: Physicians Goal: Drive awarenessof Johns Hopkins services, research and other information, personalized by each physician’s unique behaviors and preferences Future Phase: Data and insights drive the experience for physicians throughout the MCM strategy. Target at Optimal Times, Channels Engage Through Personalized Content Future Phase for Johns Hopkins Partner Email Subscriber Email Cardiologist Prefers email, web articles Reads mostly about new treatments Most likely to click on re-targeted social ads
- 37. Three Key Take-Aways 1.Digital identification – reliable and at the unique level – is the key to provide meaningful insights to inform and optimize your marketing strategies. 2. Always be innovating. Digital marketing is changing at a rapid rate – from technology to legislation. The ability to rely on what has worked in the past no longer exists. 3. Choose a trusted and credible partner that has the skills and expertise to support your goals at a micro and macro level.
- 38. Questions? Please be sureto complete the session evaluation on the mobile app!
- 39. Speaker Biography Shannon Ciconte SeniorDirector of Interactive Marketing Johns Hopkins Medicine [email protected]
- 40. Speaker Biography Therese Lockemy Directorof Internet Marketing & Social Engagement Johns Hopkins Medicine [email protected]
- 41. Speaker Biography Jerrad Rickard SeniorDirector, Product Management & Marketing – Email DMD Marketing [email protected] With his vast experience in email marketing, automation, and analytics, Jerrad Rickard is the Director of Email Development at DMD. Jerrad’s knowledge of “all things email” encompasses managing email deployments, establishing email marketing automation programs, and leading creative design for digital campaigns. In his 14-plus years in healthcare marketing, Jerrad has developed and deployed thousands of successful email campaigns. Jerrad earned a Bachelor’s of Fine Arts in Web Page, Digital/Multimedia and Information Resources Design from The Illinois Institute of Art–Chicago.
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- 43. Creative Examples: Social Sponsoredposts on: Facebook LinkedIn Twitter
- 44. Email Deliverability Considerations Deliverability is the likelihood of email being delivered to an inbox Effective deliverability – ensuring emails are sent to the inbox and not spam or promo folders – is both art and science. Watch an on-demand webinar from DMD: http://bit.ly/2OdzUMj Deliverability Checklist Daily monitoring Return Path Sender Score eData Solutions Monitor blacklists daily Track in a spreadsheet for trends Use the right tools Litmus Email on Acid Engage the right partner
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