Providing the most relevant information at the right time helps build a strong connection. Depending on the information you’ve gathered about them, you can send emails based on their specific needs. This makes a patient feel valuable.
As a healthcare organization, you need email marketing for the following reasons.
1) It enables you to quickly communicate potentially life-saving information to a vast audience.
2) It helps you inform patients of appointment reminders, new treatments, public health advisories, or drug recalls.
3) Through email campaigns, healthcare organizations can increase brand recognition by cultivating relationships with existing and prospective customers.
4) Healthcare providers can also use email marketing to solicit patient feedback about their facility experiences. These insights can then be used to improve patient satisfaction and retention rates.
4) Furthermore, it allows medical professionals to keep track of emails sent easily.
For instance, when patients need to sign consent forms or update documents. This helps ensure that no crucial tasks fall through the cracks.
Let’s examine the best practices for nurturing patient loyalty through email marketing.
B2B Healthcare Email Marketing Best Practices
While email follows basic guidelines, the tactics may vary from industry to industry. Try these tips for successful email marketing in healthcare.
Measure Success Against Relevant Benchmark
Measuring your email metrics against traditional SaaS or B2B email marketing is detrimental to your growth. How?
Patients tend to engage healthcare emails much more than other target audiences engage conventional emails. So, comparing these two would give you the impression that your campaign is doing better than it is.
Consequently, it’s better to build a benchmark for your email marketing based on historical data. In essence, ensure you compare your marketing results to those created for similar recipients.
Try the Educational Approach
This tactic always works. Establish yourself as an authority, and your customers grow to trust you.
Instead of sending out emails to indicate how your patient can set an appointment, try putting their health first.
Send wellness tips, treatment options, general diagnosis, and symptoms of common diseases.
They would certainly remember your healthcare organization if they experience any health issues.
Make It Easy To Take Quick Actions
As the saying goes, to every general rule, there is an exception. As we suggested above, feeding patients with the right information is vital. But you should also consider people who need to make an appointment instantly.
So, make it easy for people to make quick decisions on their health when needed. At the same time, don’t be pushy about it.
A simple link that leads to an appointment landing page is fine.
Flow With Patient Journey
Tailor your emails to suit each recipient’s journey. New subscribers should get welcome emails.
Your current patient might need a follow-up mail after diagnosis, while another might need discharge information.
Keeping up with the patient’s journey enables you to match the content of your email accordingly.
Be Careful With Sensitive Content
Healthcare is quite sensitive; it never hurts to play safe. People process information differently. That’s why you should be more generic with some info. You don’t want to end up scaring your prospects all in the name of informing them. Too much info could be a problem in a healthcare email campaign.
Hence, consider using a gated asset that encourages interested people to opt-in for more information.
By doing so, you can offer broad knowledge about an issue. And still provide an option for deeper insight for interested parties.
This is a core B2B healthcare email marketing tip to help you succeed in the industry.
A cute birthday email or random anniversary message can go a long way. Simple automation can help you form a unique bond with each patient.
Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.