• by Ray Schultz , Columnist, Yesterday

B2B email lists decay by around 22.5% a year as people change jobs and email addresses. But the churn is worse for physician lists: Doctors regularly change hospitals, complete residencies, and move between systems. 

Then there’s the problem of fragmentation: Pharmaceutical firms often have to use several systems to send effective emails. 

IInfotanks claims to have a solution. The AI-powered company has an email physician list with more than 1.5 million contacts worldwide, and 900,000 in the U.S.. And this list is cross-checked against the National Provider Identifier (NPI) registry. 

Founded in 2016, the firm also supports product marketing, search visibility, lead generation and full-funnel campaigns. 

The goal is to help healthcare marketers “run the whole approach in one place instead of stitching together five vendors and hoping they align,” says Harjyot Singh Isser, founder and CEO of IInfotanks.

Healthcare marketers typically buy data from one vendor, run their email through another, and and go to yet another to manage search and content. They treat each channel as a separate project.

“Selling data is the easy part,” Singh notes. “The hard part is everything that has to work around it. A verified physician database only pays off when the email, the content, the search visibility, and the targeting all move together.”

This is important because healthcare and pharma marketers in the U.S. expect to spend $26.15 billion on advertising in 2026, a 5.6% increase over the prior year, according to eMarketer. How else can they get their medications prescribed?

The email spend is presumably lower. But email is one of only a few physician touchpoints that a brand fully owns, IInfotanks argues. 

And it works well if the data have to be accurate

The IInfotanks email list portfolio includes specialties ranging from cardiology and oncology to surgery and general practice.