As personal communication preferences shift to texting and social media, the use of email in marketing for medical practices still remains an effective way to engage and retain patients. Some may associate digital marketing with retail companies and other traditional industries; however, this kind of medical practice marketing it can be a perfect fit for physicians and practices wishing to foster ongoing relationships with existing patients and while also attracting new ones.
Digital Marketing in Healthcare: What to Know
According to the Direct Marketing Association, email had a 122 percent return on investment in 2016 — that's four times higher than other marketing formats such as social media, direct mail and paid search. Why is email medical practice marketing so powerful in the space? Statistics suggest that email messages are more likely to be read and shared than content on Facebook, particularly when they're viewed on mobile devices like smartphones. But before jumping on the bandwagon for digital marketing in healthcare, we recommend for healthcare providers to follow these tips.
1. Catch Their Attention
Unlike direct mail, successful email marketing for medical practices can spark conversations with subscribers. Rather than simply offering promotional materials, engage patients with insightful content. Use eye-catching subject lines, a friendly tone and captivating messaging to keep readers' attention.
2. Get Personal
According to some reports, personalized emails receive greater click and open rates than non-personalized emails. These days, most email marketing platforms allow you to personalize the experience by inputting the recipient's name. Emailing people who aren't patients may be better served by keeping the greeting general but sorting the subscriber list by gender, age or other relevant segments.
3. Enable It for Mobile
Consumers are increasingly reading emails on their smartphones, tablets and other mobile devices. That means that messages should be accessible on any device so that the medical practice doesn't miss out on clicks.
4. Be Creative, But Clear
Work with a designer to develop emails that aren't just rich in content but also pleasing to the eye. A copywriter or other professional can help to plan campaigns and craft messages that draw readers in. All messaging should be crisp, catchy, easy to read and in line with the practice's branding.
5. Time It Right
Determining the right frequency for emails can be a balancing act. On one hand, sending them too often may annoy recipients — leading them to unsubscribe from the email list. But on the other hand, if there aren't enough emails being sent, there's the risk of losing engagement and missing out on opportunities to market the medical practice. Experts recommend sending between six and eight emails a month.
6. Call Them to Action
Every email message should end with a call to action or next step, whether that's "click here to learn more" or "call today to schedule your annual exam." You can add value to messages by including links to free educational materials or other downloadable content.
When it comes to email marketing for medical practices, the question is no longer whether you can afford to use email marketing for patient acquisition and retention, but whether you can afford not to.
