In this modern internet-driven world, the healthcare email marketing business potential is as good as it has ever been.
Regardless of the healthcare niche in which you operate, email marketing for healthcare is all about increasing patient connection.
According to Statista, the daily volume of emails will exceed 347 billion by 2022.
The email is very beneficial for medical practitioners and manufacturers.
According to the MailerLite survey report, healthcare emails have an average open rate of 21.59 per cent and a click-through rate of 3.31 per cent.
This is one of the greatest email campaign performance metrics across all categories, and it sends a clear message: That email is an ideal entry point for healthcare professionals to market their expertise.
Apart from your healthcare website, email is the only other marketing asset that is entirely yours.
Your list of contacts is entirely yours. And, maybe most significantly, they are individuals who want to hear from you.
They requested you to send them emails when they signed up to get emails from you.
Despite this, there are still a lot of healthcare professionals and businesses who are not using email marketing in their practice.
And, although health practitioners must adhere to HIPAA regulations (though depending on the country of operation), there is no reason not to include email marketing in your healthcare practice.
Indeed, by failing to connect with your patients (or customers) through email, you may be letting your patients down.
The following are four reasons why email marketing is critical for your medical practice.
1. Raising Patient Awareness
A healthcare email marketing plan may be used in a variety of ways to promote particular offers to new patients.
For example, you might ask current patients to spread the word about your hospital or specialized healthcare services to their friends and relatives.
On the other hand, you may send an email to potential patients offering a substantial discount on a certain medical procedure or consultation.
However, how are you going to get their email addresses?
It’s very straightforward. Include a registration form or a pop-up window on your website that asks visitors to:
- Register to get your healthcare newsletter.
- Provides a forum for individuals to share their health issues.
- Make an appointment online.
- Subscribe to a few medical offerings.
Because the majority of patients research before contacting a new doctor, hospital or diagnostic centre, including these forms on your homepage can help you build your email list fast and efficiently.
2. New Patient Onboarding
Onboarding new patients is a complex process that requires consideration of a variety of variables, including their demographics, chronic illnesses, privacy regulations, and communication preferences.
Email marketing, on the other hand, alleviates this load by providing information customized to the specific requirements of patients, such as:
- After their consultation, individuals using medications or who have specific medical problems will get explicit information.
- By providing some useful hints or dietary recommendations, individuals may safeguard themselves from life-threatening diseases.
- Automatically generating new patient forms and initiating online bill payments before their appointment.
3. Patient Retention
Your healthcare email marketing plan should prioritize keeping existing patients while gaining new ones.
According to Invesp Consulting, it costs five times as much to acquire a new client as it does to maintain an existing one.
Moreover, one can boost their profit by 25-95 per cent just by increasing their client retention rate by 5%.
Your existing patients greatly benefit your healthcare company, particularly during times when leads are few.
As a result, it is even more important to establish a good connection with your previous and current patients to retain their loyalty.
Several patient retention strategies include the following:
- Observance of prescriptions
- Management of chronic conditions
- Assuring that patients attend their appointments
Depending on the circumstances, you may configure an email automation program around particular times or patient-specific behaviours, such as a yearly checkup, prescriptions that are about to expire, and missed appointments.
4. Adding a Human Face to Your Healthcare Brand
Patients often do internet research before meeting with a doctor or healthcare centre.
Indeed, more than three-quarters of prospective patients search for hospital reviews before contacting a medical practitioner.
In healthcare email marketing, trust is very important.
As a result, medical marketers must use every available strategy to establish trust and elevate their practice.
The most straightforward method to do this is to publish a newsletter regularly to provide fascinating healthcare-related information to your patients and prospects and to remain on top of their minds when they are making healthcare choices for themselves or their dependents.
Best Practices for an Effective Email Marketing Campaign in Healthcare
As previously shown, email marketing is more critical than ever for healthcare providers.
However, to succeed with this method, one must adhere to certain procedures rather than just typing a message and clicking the send button.
Effective communication with a target patient needs a well-thought-out strategy and high-quality execution.
The following measures will aid you in your endeavour and guarantee that your healthcare marketing strategy is compelling:
1. Become Familiar with Your Patients
To get the most out of your healthcare email marketing, you must first identify your target demographic.
Alternatively, you risk annoying your patients by sending irrelevant emails.
Sending infant care emails to elderly people, for example, will not benefit them in any way.
Similarly, providing educational content to young patients about keeping a healthy blood sugar level may cause them to unsubscribe from your email list.
Therefore, before launching any healthcare email marketing, it is very vital to get a thorough understanding of your patients, including their age group and medical problems.
2. Personalized Email Content
Each day, your subscribers are usually inundated with tons of promotional emails.
By sending benefit-driven and customized content, you can differentiate your email from others.
Personalization may begin by segmenting your current email list according to the subscriber’s particular interests, medical data, age, gender, and geography.
Segmentation through an automated tool enables you to deliver only relevant information to the appropriate recipient at the right time, dynamically and personally.
This email marketing strategy enables you to develop a long-lasting relationship with your patients.
For instance, if you divide your email list by age, you can simply send emails on the most prevalent hazards for each group, such as sports-related injuries and treatments for younger people, knee replacement services for older adults, and so on.
Your readers will be more receptive to communications that addressed their problem areas.
Dr A writes a customized birthday email to one of his patients in the example below.
He personalizes it by utilizing the patient’s name and adding a meaningful remark.
Additionally, he provides his phone number, social media outlets, and website link to ensure future communication.
3. Create Responsive Email Design
Mobile phone usage for email access is steadily increasing.
Numerous marketing studies on mobile phone users have previously indicated that at least half of email opens occur on mobile.
This figure shows that patients and doctors often access healthcare services through mobile devices.
According to a Great Call survey, 25% of doctors now utilize tablets, cellphones, and other smaller devices to deliver healthcare services to patients.
Physicians utilize these devices to collect patient reports, acquire insight into their medical history, and follow up with patients through email after the visit.
As a result, it is critical to adapt your current email marketing approach for mobile devices to reach a larger audience on the move.
You must guarantee that your email is responsive and that its content is readily seen across a variety of device screen sizes.
Take a peek at this FormGet-optimized email template.
This email is more attractive and straightforward to understand due to its concise text, basic images, and CTA.
4. Monitor the Campaign’s Success
Establish a standard against which to measure the success of your healthcare email marketing campaign.
Using conventional industry comparisons is risky in the healthcare sector since healthcare businesses have unique characteristics.
Rather than that, establish specific standards in the current medical industry and future email marketing communications.
Certain email marketing tools are tailored especially for healthcare marketers and enable them to monitor the effectiveness of their email campaigns in terms of open and click-through rates.
By tracking the performance of this approach, one may rapidly evaluate the efficacy of their marketing activities and decide if they should be modified in the future.
Healthcare email marketing strategies benefit healthcare professionals in a variety of ways, from boosting patient visits (or selling more affiliates or products) to developing connections with new patients.
One may connect with and provide value to their audience without investing a lot of money or effort.
If you’ve previously ignored this approach, include it into your marketing mix now to enhance your healthcare services and practice growth or healthcare affiliate marketing.