| News &
Events
The latest news and information about DB Marketing
Technologies
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 Quotable:
"Because
CRM projects can easily balloon out of control, pharma
firms should also look to independent companies like
Acxiom, DB Marketing Technologies, or SYNAVANT to
audit their projects."
— Pharma CRM's Analytical Cure, Forrester Research |
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New whitepaper from DB
Marketing Technologies "The Customer Marketing Database:
Cutting Costs and Improving Performance"
"Customer
marketing databases are complex collections of processes,
technologies, vendors, data and tools which are constantly
in flux and are forced to adapt to business changes.
Left on their own, even the best architectures with
the best vendors and the best tools will start to operate
out of phase with business requirements within eight months
of implementation.
And these variances can be very costly.
The typical points of failure in Customer Marketing Database
include..." In this paper, you get:
facts - where customer marketing databases tend to
fail, why, and how they are fixed; insights -
why companies audit their customer databases; a quiz
- how to identify if your customer database is prone to
“budget burn;”
case studies
- how companies benefited from a customer marketing database
audit. Click
here to read this paper.
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E-Commerce Times (August 24, 2010) "NAB
Wants Cellphones to Turn On the Radio" and DBMT®'s David Bernard
explains the radio silence
"FM Radio competes with audio streaming and music download
services as a source for music," [David Bernard, a managing
director at DB Marketing Technologies,] told the E-Commerce
Times. "Depending on the handset -- e.g., if it is an iPhone,
Android or BlackBerry, or just a standard phone -- the
effect of free FM radio on the handset could be decreased
add-on service usage, as in the case with cellular carriers'
music services, or decreased app store revenue from
manufacturer's app stores," Bernard explained.
Click here to read this article.
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AOL Small Business (August
13, 2010) "Is the iPhone Finally
Coming to Verizon?" DBMT®'s David Bernard shares his
expert insights and the potential fall out of a Verizon iPhone
"It would be easy to toss this round of rumors into the slag
heap of all the previous ones, but there is a slightly
different timbre this time. "The recent Verizon/iPhone
rumors are coming from the supply chain, whereas the
previous rumors were the more typical high-level sources,"
says David Bernard, managing director of business consulting
firm DB Marketing Technologies in New York. The biggest
telltale sign is Apple ordering CDMA chipsets for the iPhone."
Click here to read this article.
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Marketer News (August
10, 2010) DB Marketing Technologies reveals seven tell-tale
signs your customer/marketing database is not working
properly
Is your Marketing/Customer Database delivering the accurate
insights and flawless execution you need or is it misfiring
— increasing your costs and spewing inaccuracies that will
obstruct your customer segmentation and marketing
performance calculations and ultimately hurt you
professionally?
Lets’ find out. Click here to read this article.
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In
E-Commerce Times (July 15, 2010): "Apple
Disgruntlement Reaching Fever Pitch" David Bernard, managing director of
DB Marketing Technologies, discusses Apple
competition's reaction to iPhone 4 troubles
"Apple and AT&T competitors, meanwhile, are no doubt hoping
for more of the same [stonewalling and denials] from the
companies, said David Bernard, managing director of
DB Marketing
Technologies. "They are loving this whole thing.
Yesterday, a
Microsoft (Nasdaq: MSFT) executive called the iPhone 4
'Apple's Vista' -- which is an absurd comment for many
reasons but is resonating because of how Apple has blundered
its response," Bernard told MacNewsWorld."
Click here to read this article.
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DTC Perspectives Magazine (June 2010): "Ensuring
Accurate Reporting: A Primer for Marketers" by DB Marketing
Technologies managing director David
Bernard
This article, written by CRM guru and DB Marketing
Technologies managing director David
Bernard, is a must-read for anyone who is
interested in receiving better reporting. It is an
information-packed guide to presenting bullet-proof
findings - showing you how to eliminate reporting errors,
improve information accuracy, and generate insights that
senior management can confidently tie to revenue gains."
Click here to read this article.
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E-Commerce Times (May 25, 2010): "Apple Consigns
iPhone 3GS to Wal-Mart's Bargain Basement" has David Bernard, managing director of
DB Marketing Technologies, weigh in on the
iPhone pricing change
When asked why would Apple let Wal-Mart roll back prices on
its iPhone before announcing the launch of the
fourth-generation iPhone, David Bernard suggested a deal
with Verizon would be reason enough:
"Apple might have other hot news to announce -- perhaps
an agreement with
Verizon, suggested David Bernard, managing director of
DB Marketing
Technologies. "There is incredible pent-up demand for an
iPhone on Verizon, and [if he were to make such an
announcement], Steve Jobs would have a huge impact -- not
only on Apple's PR machine, but also on customer behavior...."
Click here to read this article.
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DTC Perspectives (March 2010): "Turnkey or Time
Bomb? Marketers Should Take a Closer Look at Turnkey CRM
Solutions" by David Bernard, managing director of
DB Marketing Technologies
"CRM architectures are a complex collection of
processes, technologies, vendors, data and tools. They must
be kept in alignment. Left on their own, even the best
architectures with the best vendors and the best tools will
start to operate out of phase with business requirements
within eight months of implementation. And these variances
can be very pricey...."
Click
here to read this article and find out how you can recover
$500K a year from your CRM architecture and bulletproof your
CRM practices.
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DMNews (January 21, 2010): "CRM Architecture Audit
Saves Millions and Improves Customer Relationships"
"The typical underlying objective of CRM practices, whether
they be programs, creative, systems or processes, is to
improve marketing performance and strengthen customer
relationships, making them more profitable. It follows,
then, that senior executives do not look kindly on marketing
when CRM programs fail. The calamity and opportunity here is
that 90% of CRM failures are completely avoidable with
effective management and ongoing oversight...."
Click here to find out how much you, too, can save with a CRM
Architecture Audit in this article featuring DBMT managing
director David Bernard.
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New white paper from
DB Marketing Technologies leads industry in thought
leadership for Physician Relationship Management (PRM)
The limited success of the traditional push strategy in
pharmaceutical sales and the ill-effects of a weak economy
have caused many pharmaceuticals to take a second look at
how they are driving sales through physicians. These new
approaches generally involve changing the focus of the
organization to move beyond the product-centric sales
approach driven solely by prescribing behavior algorithms
and sales force allocation to a more sophisticated,
effective and less costly customer-centric sales and
marketing approach – Physician Relationship Management
(PRM).
Click
here to
find out how you can benefit from adopting a new PRM
Strategy and Implementation.
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Check out the Latest Issue of
DTC Perspectives and find out how you can better manage your marketing
database
In this critical primer for marketers, you will get the
information you need to ensure that your database is not
only run optimally, but also at the lowest possible price
point. Key to your success is a hands-on management approach
and good vendor agreements. Click on the headline above to
read the article authored by DBMT Managing Director David
Bernard.
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Find out the
"Adherence Measurement Methods & Best Practices that Improve
Marketing Performance"
at CBI's Premier Forum on Marketing and Data Analytics for
Pharma
Pharmaceutical companies are plagued with insufficient
adherence measurement practices — over-reliance on
persistence analysis, inconsistent definitions of adherence
metrics or simply inaccurate and misleading reporting. These
analyses, which often inform business planning, forecasting
and promotion decisions, lower marketing performance.
In this DB Marketing
Technologies case study presented in Philadelphia at the CBI
Premier Forum on Marketing and Data Analytics for the
Pharmaceutical Industry, attendees will learn best practices
in adherence measurement that lead to improved marketing
effectiveness and greater marketer influence within the
organization. Attendees will receive:
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Adherence measurement methods and guidelines for avoiding
measurement errors
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Presentation of a proven approach towards establishing
standard adherence measurement practices across the
organization and reporting strategies to make adherence measurement
usable to brands
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Patient-level data sourcing and management advice to ensure
quality and accuracy in adherence measurement
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DBMT's David Bernard Demystifies Adherence Measurement for
Marketers in the December Issue of
DTC Perspectives
If you are looking for the proper definitions for adherence,
compliance and persistence and you want an industry standard
to measure adherence, then read David Bernard's article
"Demystifying Adherence Measurement: A Primer for Marketers"
in the December 2008 issue of DTC Perspectives. Finally, you will
get a clear and concise understanding of measuring patient
behavior.
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Find out why Marketing Databases are never turnkey in
DMNews
Marketers tend to rely on others for oversight of their
marketing database, delegating these responsibilities to
their advertising agencies or relying on their marketing
database vendor to “self-manage,” says David Bernard,
Managing Director of DB Marketing Technologies to DMNews.
"This is a mistake. Marketers must actively manage their
database vendors — even when the finest vendors are deployed
respond."
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Join David Bernard at the National Center for Database
Marketing (NCDM) on December 10 at 8 am and find out
how you can Keep Your Marketing Database Healthy
Have you ever had to restate numbers to senior management?
Have you experienced more than two database marketing errors
in the past 30 days? Does it take more than 24 hours to get
basic business questions answered? If you answered “Yes” to
any of these questions, you may be experiencing critical
underlying problems with your database. And you need to find
out the five critical requirements for effectively managing
a marketing database. Learn proven management strategies for
ensuring that the marketing database continually meets
company needs, including identifying when and how to update
your vendor. You will learn:
• To identify problems in marketing databases before they
become serious
• How to ensure your marketing databases meet business
requirements over time
• How to know a vendor switch is needed and how to respond
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"Is your Database a Lemon or a Limousine?" asks David
Bernard in his May CRM article for DMNews that
explores what you can do to keep marketing costs down and
your job secure.
Databases are the engines of your sales and marketing
organization. They are what your CRM programs run on. They
need regular tune-ups. Left on their own, mistakes go
uncorrected and costs climb, until finally someone notices
and heads roll. You don't have to be one of the
unfortunates. Just click on the above headline and find out
what you can do to get your database to take you
everywhere you need to go.
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"Benchmarking Strategies for Measuring Compliance Success at
CBI's Patient Compliance, Adherence & Persistency
Conference" wins rave reviews from attendees in Philadelphia
DBMT Managing Director David Bernard discussed what
the pharmaceutical industry needs to do to standardize
adherence measurement. Mr. Bernard hosted a panel
of pharma executives from Schering Plough, AstraZeneca, and
GlaxoSmithKline.
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DBMT Managing Director David Bernard Reveals Pitfalls of
Fulfillment Automation to DMNews Readers
In the April 14, 2008 Issue of DMNews "Gloves Off", Mr.
Bernard reveals how automated fulfillment can be sabotaged
by customer databases and what needs to be done to make
automation work, "Under usual circumstances, customer
marketing databases are not actively managed by
their owners, and issues are allowed to develop.... The key
is to fully audit your customer marketing database prior to
implementing automation fulfillment, and perform audits
every 18-24 months."
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DBMT Managing Director Joanna Smith Bers Discusses Use of
Online Promo Codes for Home Contractors
In this article, Ms. Bers explains to Lowesforpros.com
readers why tracking codes on online offers are critical to
measuring online advertising and offer performance: "The
code, given with the promotion, should reflect the Web site
where the marketing aired, the creative message used, the
offer itself and any other targeting effort made to reach a
particular audience. Set up properly, every response will
feed into instant and cumulative reporting on which
promotions are working, with whom and where."
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DBMT Managing Director Joanna Smith Bers Delivers Critical
Hiring Advice to DMNews Readers
In the January 21, 2008 Issue of DMNews, Ms. Bers discusses
DBMT's approach to hiring and identifies hot talent pools
for top marketing analysts. "When we are looking to hire
marketing analysts," says Ms. Bers, "we're looking for
people that know data — how to store it, retrieve it and
analyze it. And, we're looking for people who can
communicate that insight to our clients without confusing
them or putting them to sleep. Everybody gets tested, no
matter where they went to school."
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DBMT Presents
"Benchmarking Brand Performance with Patient-Level
Data — Measuring Patient Behavior and Classifying Physician
Performance" at 2nd Annual Pharmaceutical Market Research
Summit
Traditional
measurement techniques using Rx Claims data delivers limited
insights that at best give pharmaceutical executives a tiny
hint regarding patient behavior and at worst mislead
executives into poor marketing and sales decisions.
Attendees find out about new tools, techniques and
methods that will allow you to fully understand and
accurately measure the impact of marketing and promotion on
physician and patient behavior.
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David Bernard Co-chairs
CBI 2nd Forum on Prescription Data Restriction Conference
This event focuses on
prescription data issues specific to the sales and marketing
aspects of the bio/pharmaceutical industry. Held in
Washington DC at the DoubleTree Hotel, Mr. Bernard's special
session "Alternative
Strategies to Measure Marketing and Sales Performance" is
not to be missed.
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DBMT Presents at
CBI's 4th Annual Anonymous Patient-level Data & Analysis
Conference
Mr. Bernard, DBMT Managing Director, will be delivering an
in-depth presentation on "Building Deeper Insights with
Patient-level Data -- Explaining Patient Behavior and
Classifying Physician Performance" at 11:45 am on June 13th.
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David Bernard Speaks at
Eyeforpharma's 2nd Annual Marketing ROI Congress
Mr. Bernard's session on June 14th at 2:30 pm will show
pharma marketers how to increase sales with accurate
insights derived from Patient-level Data, focusing on: how
to obtain robust data that can deliver more compelling
insights; examples of analyses using robust data to look at
impact of physician care, healthcare costs and overall
patient health on adherence; and the impact of analysis on
brand performance (incremental sales) and future marketing
plans.
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David Bernard Chairs
IIR's 2nd Annual LPD Conference: Translating Robust LPD
to Create Business Value
Mr. Bernard addresses the challenges and opportunities for
pharmaceutical companies, physicians, patients, and managed
care in today's environment and the role that longitudinal
patient data can play on April 4.
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AstraZeneca Purchases Enterprise
License of DBMT SurveyManager™
In its efforts to better serve its customer base and deliver
more efficient marketing programs with even greater
relevancy to customers, AstraZeneca has purchased an
Enterprise license of DB Marketing Technologies’ customer
profile management software DBMT SurveyManager™. DBMT
SurveyManager™ is the first workflow-based application that
incorporates a Question / Answer Library to ensure
consistency in customer data collection and streamlines the
survey creation and approval process across the
organization.“On a strategic level, DBMT SurveyManager™ will
lower costs associated with data collection, including
survey development and data hygiene, and increase the
analytic value of customer profiles, which will improve
analytic insights across the company and give marketers more
accurate actionable information,” says Bob Stanley,
AstraZeneca Consumer Database Marketing Manager. “On an
organizational level, DBMT SurveyManager™ is a critical
solution for efficiently developing questions and surveys,
ensuring that data collection standards are enforced, that
approved questions are reused across the enterprise, and
that new surveys go through proper channels before they are
allowed to be circulated.”
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Target Marketing Tipline Taps DB Marketing
Technologies for Outsourcing Advice
Managing Directors David Bernard and Joanna Smith Bers
advise "Target Marketing Tipline" readers on when to go
outside for services and how to do it successfully: "The
only reason a company should outsource a particular function
is if the work can be done better, faster and/or cheaper
outside. So the decision about when (and what) to outsource
is directly related to in-house expertise, resources and
capability as compared to the critical business need. If
your internal evaluations indicate that outsourcing is the
right option for you, choosing the right vendor(s) is the
critical next step..." -
TM Tipline, for the complete article
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