Email marketing is an important part of a balanced marketing plan for healthcare providers. Email is important because it helps build trust and loyalty among patients, potential patients, and other audiences.
If done correctly, doctors and physicians get a great benefit from using email to reach out to their current patients as well as potential new ones!
Benefits of Using Email as part of a balanced marketing plan.
Email is an important part of a balanced marketing plan for healthcare providers.
Email marketing allows you to connect with patients, potential patients, and other physicians. Some of the benefits include:
- Helpful educational content—including news updates and case studies.
- Reminders about upcoming appointments or procedures.
- Invitations to participate in surveys and polls.
- Reminders about appointments at other locations or in other departments within your practice (for example, if you have a physical therapy clinic onsite).
Email is important because it helps build trust and loyalty among patients, potential patients and other audiences.
Email has become a preferred method of communication for many reasons: it’s convenient, it can be used to send reminders, and it allows you to keep in touch with your patient community on a regular basis.
Doctors and other healthcare professionals can use email to keep in touch with patients. Patients often expect that their doctor will send them information about upcoming appointments, test results, and other important matters via email.
By using an effective medical email marketing strategy that includes the segmentation and smart targeting, doctors can build relationships with their patients before they even walk through the door to see them.
Another advantage of email marketing is that it’s easy to measure its effectiveness: open rates tell you how many people are reading their messages; and click-through rates tell you how many are acting on them.
Beware of The Email Marketing Regulations for Doctors and Healthcare Professionals
While email can be a powerful tool for physicians, clinics, and hospitals, you have to follow specific rules when communicating with your audience.
These rules restrict healthcare providers from sending certain kinds of marketing emails. For example, a hospital or medical practice may not be able to send you an email or text message unless you have given them permission in advance.
The rules and guidelines for medical email marketing include:
- Be aware of HIPAA rules.
- Make sure that you are compliant with the CAN-SPAM Act and other relevant regulations
- Don’t share patient information without their permission. If a patient has asked you not to contact them or given you their “no marketing list” status, they don’t want to hear from you via email (or any other communication method).
- Make sure that every form and email you send out has a clear ‘unsubscribe’ link in case someone no longer wants to receive your newsletter.
- Ask for consent before sending an email blast or newsletter to patients who haven’t already subscribed to receive these types of messages from you.
- No spamming – A healthcare provider cannot send an unsolicited commercial message about its products or services.
- No marketing to children – A healthcare provider cannot market its products directly through the Internet (or any other medium) to children under 13 years old without their parent’s permission.
- No marketing to people who have opted out – A healthcare provider must honor the wishes of anyone who has asked not to receive future communications from that particular provider, including any other companies owned by that same parent company. Healthcare providers should provide a clear and easy way for customers/patients to opt out of such mailings without having their information shared with third parties except where necessary for legitimate business purposes (such as billing).
Successful Medical Email Marketing Strategies
To optimize the result of your email marketing, there are certain guidelines that must be followed. Below is a list of tips for getting the most out of medical email outreach.
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Optimize Email Subject Line
The subject line can make or break your email marketing campaign. It’s the first thing that your subscribers see, and it needs to be catchy enough to catch their attention. Coming up with a good subject line is all about selling the product in a way that makes people want to open the mail. When you’re writing an email subject line, keep these tips in mind:
- Use numbers and statistics in your headline. Numbers often work well because they create urgency—especially when they show how many other people are already buying something related to yours!
- Be specific with keywords. Keywords like “new” and “sale” will help readers identify what exactly they’ll get if they click through and read more about your product or service (but don’t overdo it).
Add a CTA Button In Every Email
Include a clear call to action (CTA). Your CTA should be clear and easy for them to understand so they can quickly navigate through your email without any confusion. If you’re using an incentive campaign, make sure it’s something they will want or need by offering them something specific in return for performing whatever action you’re asking of them
A CTA button is the most important element of your email. It’s what you want people to do when they’re done reading your message.
Your CTA should be easily visible and easy to click so that when users see it, they can get right into buying or downloading something immediately. If possible, put your button in a prominent location on the screen where it will stand out from other elements on the page (like an image or text). The ideal color for CTAs is usually blue or green because those are considered calming colors, but any color will work as long as it stands out from everything else on the page!
Create video content and link from your mail
It’s important to use video content. Because you can’t embed videos directly, you can create static images linking to the video on your website or on YouTube. You can use it to explain the product and how it works, or you can use it to create a more personal connection with the customer. Video is also great for answering frequently asked questions and increasing engagement.
Use high quality images in your mail
When using images in your email marketing campaigns, consider the following:
- Use images that are related to your product or service. It’s best if they’re also aligned with the subject line and CTA button of your mail. That way, you can create a consistent visual experience for users throughout their interaction with your mailings.
- Use images that are relevant to the content of your mail. This will help make it easier for readers who open the message when it arrives in their inboxes so that they can quickly determine whether this email is something worth reading or not before making any decisions about deleting it from their inboxes altogether. If there’s no reason given why an image should be included within an email campaign then there shouldn’t be one!
Email marketing can be a powerful tool for healthcare marketers. It can help doctors build relationships with their patient, reach their target audience, and increase brand awareness.
By following these time-tested tips and strategies you also can use email marketing to grow your medical practice.