DMD's digital focus drives sales growth.

DMD Marketing Corp is a leader in precision email targeting to healthcare professionals. A core partner with global pharmaceutical manufacturers, medical marketing agencies, hospital systems, HCP recruiters, and CME providers, DMD consults with healthcare marketers across channels using email as an ROI driver.

DMD recognized the need for a strong digital presence and lead generation system to support aggressive business goals and market demand.

Supported by a superior database, and sales and support staff with deep industry experience, a soup-to-nuts inbound marketing machine boosted brand reach, lead generation, and sales force productivity.

 

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Components of this project:

  • Strategic marketing planning
  • Inbound marketing implementation
  • Website redesign and SEO 
  • Print and Digital Advertising Campaign
  • Social media strategy and programming
  • Content development and deployment
  • Outbound email marketing
  • PPC Ad campaign planning and implementation 
  • Content marketing: blog content, premium content, newsletters

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Key Results

33% revenue growth

128% increase in web traffic vs YAG

100% Increase in Web-site generated leads

Situation

DMD had carved out a unique postion among competitors in the "spray and pray" healtcare email marketing sector, but CEO Roger Korman knew it was time to reexamine his company's traditional sales and marketing approache. Digital technology offered a better way to reach customers and prospects in pharma, hospital systems, recruitment and CME.

When White Space Marketing Group asked the question,"Why DMD?" the company rallied around the call for self reflection, focus and business-goals. They knew it was time for a better way to tell the brand story, and improved digital visibility to reach aggressive sales and revenue goals.

Challenges

  1. Outdated website did not define the company in the digital space

  2. The website did not provide content critical to HCP marketing decision-makers

  3. Brand identity across website, social media, email, newsletters and collateral content was a mish-mash of legacy elements

  4. Business goals were aggressive but lead generation programs were out of date

  5. Long term strategic vision was not supported by brand assets or marketing activity  

Solution

  1. Refreshed Brand Value Proposition established as the benchmark against which all marketing was developed: "DMD. The Human Face of Digital Intelligence

  2. Launched an inbound Marketing Website fueled with original content, customer and prospect engagement assets (ebooks), new blog content each week, on-page optimization all supported with a refreshed brand identity

  3. Social Media Upgrades focused on engaging specific audiences - program currently converting to new leads at nearly 7%  

  4. Targeted Marketing Campaigns - White Space Marketing Group defined the consumer and commercial groups that DMD wanted to engage, and designed an inbound strategy to build awareness and reach

 

Results

Even when the wish is as broad as visibility, clear goals and sharp tactics deliver.

Our engagement began 2 years ago with a 30 minute Whiteboard consultation, and follow-up strategy workshop with the Executive team and core Sales personnel. The marketing partnership that was forged in that initial set of meetings, supported by the CEO's vision and unwavering team commitment, led to dramatically improved results:
  1. An inbound perspective on helping and engaging customers led to +128% increase in web traffic
  2. Better branding crystallized and express DMD's competitve edge
  3. A soup-to-nuts inbound marketing machine enabled the sales force to reach stretch goals, doubling leads and growing revenues +33% year over year.
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 Our engagement with WSMG began with an analysis of our brand identity and standing in our marketplace. WSMG helped DMD identify its distinguishing leverage versus the competition through its branding, voice, content, and thought leadership.  Out of this analysis, WSMG developed for DMD a complete array of digital marketing tools and tactics within the context of a long term strategy.  These included a new website, content marketing, social media strategy, and inbound marketing program founded on original content.  WSMG integrated all of these elements together within a marketing services platform which builds insight, sales momentum and reputation in a highly competitive sector.

Roger Korman, Ph.D.
Chairman & CEO
DMD Digital Health Connections Group


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