These days, healthcare providers are inundated with marketing messages from all sorts of vendors—from EMR companies, to medical device manufacturers, to basic medical supplies, to physician enablement platforms and health plans seeking to expand their provider networks. With so much competition vying for their attention, getting a message heard is becoming increasingly difficult. But by understanding the nuances of targeting healthcare professionals and leveraging specific strategies designed to appeal to different specialties across the board, you can successfully navigate even the choppiest of marketing waters. In an earlier post, we discussed best practices for reaching this holy grail audience and arming yourself with a strategy that will help cut through digital clutter — all while respecting the tightening time constraints in the ever-evolving space occupied by doctors, allied health professionals, and administrators. There's some good marketing moxie in that post.
A Plug for Platinum
We'll focus here on CarePrecise Platinum, the most popular healthcare marketing database package from CarePrecise, and, arguably the most powerful and affordable available anywhere. It offers more than 7.4 million up-to-date records of U.S. healthcare professionals and organizations, including contact details, searchable specialty location information, used by hundreds of companies to establish tightly-defined target segments within the provider universe, plus software for easily compiling highly specific target lists. Building these lists is one of the earliest steps in organizing a successful campaign. With Platinum's sophisticated but simple search capabilities, users can easily identify the likeliest prospects among any number of specialties, anywhere in the U.S., using Zip Codes or the powerful geographic radius search tool. From there, users create custom audiences segmented them according to their specific criteria, and then export lists for every segment in formats compatible with every external software, from sophisticated CRM platforms, to the most basic mailing and telemarketing services. Platinum even offers the ability to automatically proper-case names and addresses for the most professional presentation; SharpMail is our exclusive tool for intelligent generation of correct salutations and full names with credentials, specific to the healthcare field.
Video: Introduction to CP ListMaker, the targeting software in CarePrecise Platinum
Because email addresses are costly to obtain, it makes sense to trim the target list to a cost-effective number. CarePrecise can match email addresses to prospects' NPI numbers; Platinum has the ability to export a target file for sending to CarePrecise for email matching. More on that in a moment.
A healthcare marketing strategy needs to be tailored for specific targets' attributes — not just a one-size-fits-all approach that may have worked in other industries. There are 869 different descriptions of healthcare providers in the industry's standard Provider Taxonomy Codes. Among these are 228 distinct specialties for physicians. It's important to keep in mind that there are 58 specialties for physician assistants — advanced practice clinicians who are providing more and more patient contact, prescriptions, and orders for treatment, and becoming decision-makers and excellent contacts for many kinds of marketing campaigns. All of these specialties are linked to their practitioners in CarePrecise Platinum, as are other criteria, including geographic location by state, county, city, and Zip Code.
Platinum's data is sourced from millions of Medicare claims every month, the PECOS database, and other huge data stores maintained and updated regularly by the federal Centers for Medicare and Medicaid Services (CMS). CarePrecise is among the most respected distributors of healthcare provider data used in marketing, and CarePrecise Platinum is the most powerful, user-friendly, and affordable software and data available for creating campaign segmentation in U.S. healthcare. As of this writing, Platinum and its 7.4 million healthcare provider records and targeting software — the most used U.S. healthcare provider data tool — is priced $874 for a single download, fully functional, with no expiration date. It isn't a "trial edition," it's the real thing, despite its surprisingly low cost.
CarePrecise Platinum's underlying provider data is updated every month. With a subscription to the updates, users receive a download link either quarterly or monthly with a simple drop-in data update to the most recently added new records, retired records, and changes to contact information, licenses, and all the rest of the included data.
Healthcare Provider Email Addresses
Email marketing is one of the most effective channels, especially when accompanied by good business intelligence on the contacts. As mentioned earlier, CarePrecise Platinum can help to focus email campaigns on precisely the email addresses needed for the campaign, without buying emails for thousands or hundreds of thousands of clinicians that just don't match the the target profile. After identifying prospects using Platinum's criteria options, one button click creates a file that the user can send to CarePrecise for a count and quote on the available email addresses. CP Preferred Email™ is a closely curated universe of millions of healthcare providers' direct email addresses. The quote returned to the user includes details on multiple pricing options, and a link to place the order. Email addresses can be pulled right into Platinum, where the user can create precisely the file that fits the campaign, choosing which columns to include from the vast number of data points in CarePrecise Platinum.
CarePrecise offers a 95% email deliverability guarantee — the best in the industry. This means that for any invalid email addresses over 5% of the purchase, CarePrecise will refund in cash, or give credit towards a future email purchase at double the number.
As an example of physician email coverage, the CarePrecise can match verified CP Preferred Email addresses to an average of 75% of physicians. These doctors' email addresses are sourced from medical journals, societies, and conferences, among other high-quality resources, and all are permissioned for use. Also available are dentist email addresses, physician assistant email, nurse practitioner and RN email, pharmacist email, and many more healthcare email categories. CarePrecise audits email addresses every few weeks, and offers only those that pass verification testing. CP Preferred Email is the result of an exclusive auditing methodology that involves more than just ping testing. It includes ingestion of bounce reports from selected clients' campaigns, as well as the email campaigns of our customers who submit their reports for guaranteed refund or credit. This email quality control is the most rigorous in the healthcare space, and the only one of its kind.
A well-executed physician email marketing campaign can be an incredibly effective tool for engaging customers and driving conversions. The CarePrecise Platinum platform, coupled with CP Preferred Email, can build the kind of relationship with physicians and allied healthcare professionals that yield profitable results over the long term. To take these relationships a step further, Platinum includes primary and alternative phone numbers, as well as primary and secondary practice locations. For rounding out contact information even further, CarePrecise offers ScribeFax — the most complete and reliable fax number database for prescribing clinicians. An earlier post describes how ScribeFax is used.
More on CarePrecise healthcare provider marketing tools...