Email Marketing in Healthcare
If you are a healthcare provider, you can be sure that email marketing can help you first pick patients whenever something is happening. If you open communication by email, you get to remain in touch with the people who depend on your services, build a long-term relationship with them, and stay in their mind when they need someone like you to help them.
How email marketing helps healthcare providers win?
These are the ways through which healthcare providers are winning with email marketing:
- Retention. Your practice is going to last in time only if you can convince your patients that you’re the right pick for them and trustworthy to show up for every visit. Email marketing is the channel through which you can attract and retain customers best.
- Direct communication. When interacting by email, you are directly communicating with your patients, meaning you can send them personalized emails according to their medical conditions, interests, treatments, etc.
- Social media enhancement. Your Facebook page’s organic reach is most likely decreasing while you pay more and more for ads. This is because you don’t combine your social media marketing efforts with email marketing ones.
- Reaching out. According to studies, people trust organizations from which they’re receiving promotional content by email more.</ul?
Email marketing as a healthcare provider
Have a look over the next sections to find out how you can start email marketing as a healthcare provider.
Grow your email list gradually
As far as healthcare marketing goes, it can’t be said traditional email list building methods are always effective because it can be difficult to come up with attractive inbound content in this field. Besides, your website’s and ads’ goals are booking new appointments, not having a big email list. People like exploring their options when it comes to healthcare, so you need to have patience.
Ask patients for their email at their first appointment
Of course, your priority is giving your patients a top-notch experience, but if you want to keep them coming back to you in the long run, then you need to get their email address as soon as they are done seeing you for the first time when they’re filling out their forms to visit your practice.
Include opt-in forms on your website
You can acquire more email addresses when reaching out to people online. If you happen to run a blog for your practice, then use digital advertising because this attracts more visitors to your website. Create pop-ups, embedded forms, and custom landing pages via an email tool.
Give patients some space and educate them
Your subscribers must be the ones who are controlling the types of emails they’re receiving from you. They also need to be able to unsubscribe from your emails. What you need to keep in mind is that in order for them to be attracted to the content of your website and tempted to subscribe to your emails, they need to have a reason for signing up. This means your content has to be educational. You could run event notifications and offer special discounts too. No matter what, your emails need to provide value.
Leverage the power of social media
Most likely, many of your patients are following you on Facebook, Pinterest, Twitter, or Instagram, so they want to hear more from you. This means you could add them to your email list, too. Just put a link to the signup page of your email list on social media. It will become easier for you to communicate with your patients and followers if you do so.
Segment your subscribers and group them
When segmenting your subscribers and dividing them into smaller groups according to diagnostic, characteristics, and so on, you end up being able to deliver more targeted emails. For example, you can create a group of your patients that have kids and send them pediatric news or info. Do the same with other groups by sending them relevant information.
Use email automation
As soon as your email list has started to grow, manually sending emails to each and every subscriber becomes difficult. You can solve this problem by using email automation, which sends your emails according to triggers. This means patients who have just signed up will be sent a specific address, whereas others who have taken other actions will be sent other types of emails from you.
Your emails should be personalized
Email has the potential of acting as a personal channel. No matter if you’re sending your emails to hundreds or thousands of people out there, make sure you are making them feel like you’re directly speaking to them. Include all the info you have, from their first name, DOB, even the things they’re interested in.
Use patient testimonials and stories
Don’t ever forget that as far as their health goes, people are very emotional and can even make the wrong decisions if pressured. When addressing more sensitive matters by email, just use real stories of your previous patients. Let your subscribers know others have gone through the same things as they are at the moment.
Send Happy Birthday emails
Email marketing is all about building long-term relationships, so you should use automated Happy Birthday emails to have your patients finding out you really know them and care about what’s happening in their life.
Include health news and tips
Another thing you could do to maximize your practice’s marketing efforts would be to put in your email content that proves how good of an expert you are in your field of expertise. Write articles that could help your patients live healthier and relieve some of the symptoms of their conditions.
Next, consider sending reminders of the services you’re providing and the offers you’re running. After all, promotional emails matter too. Marketing emails bring your practice more value, but promotional messages can increase your sales.
Through email marketing, you get to grow the professional connection you have with your patients into a personal one. Moreover, you get to be the one they’re always thinking about contacting when needing help in your area of health expertise. Don’t lose touch with those who are impressed by how you provide healthcare assistance. For more inspiration, check out some examples of email formats that can help your practice flourish.