Today’s hyperconnected and digital marketplace has revolutionized healthcare communications. Despite ongoing trends in the digital space, healthcare systems face a constant struggle in establishing an ongoing dialogue with physicians in an effort to limit patient referrals out of system and referral leakage. Even with newsletters, surveys, and other types of information distributed among physicians to encourage a sense of community, the challenge remains: How do you develop and nurture physician relationships in such a dynamic digital environment?
Last week, while at AHA’s annual Society for Healthcare Strategy & Market Development (SHSMD) conference, I noticed a lot of discussion about the opportunities and challenges that hospital physician liaison managers encounter in regards to increasing physician engagement. How do you better engage with physicians to get more referrals?
In order to build relationships with physicians, it is critical to understand your audience in a way that enables you to establish a digital connection through personalized email campaigns. Email provides an efficient and effective solution to support and maintain physician relationships.
Here are a few best practices to successfully build physician relationships and promote engagement.
Understand Your Audience
In order to build relationships with physicians, it is critical to understand your audience in a way that enables you to establish a digital connection through personalized email campaigns.
The healthcare industry’s ultra-competitive landscape demands relationship-marketing strategies that not only communicate new capabilities and services, but also builds trust and loyalty. In order to establish a successful relationship, it is imperative to communicate with your audience in a way that is meaningful and relatable.
So how do you connect to your audience?
Audience identity management technology recognizes the individual physicians visiting your website and tracks their journey on medical websites, revealing the content that resonates best. By understanding the interests and patterns of your audience, you can provide exponential value to their learning experience by crafting more marketing messages that appeal to their interests.
Create Personalized Email
Communication is key to any successful relationship. Utilizing digital email campaigns can prove highly beneficial and rewarding. According to Statista, the open rate for personalized emails was 18.8 percent, compared to 13.1 percent not personalized in 2016.
In a day and age where Google is at our fingertips and the medical industry is continually being digitized, it is critical to design emails for multiple devices and platforms.
By customizing your email messages, physicians are more inclined to take interest and engage with content that speaks directly to their needs. But it’s not as simple as that.
With constant distractions due to the abundance of digital information available, it’s important to make your messages stand out. Oftentimes, it is easy for an email to get lost or overlooked in the seemingly never-ending stream of incoming mail. However, optimizing your subject line with keywords that are familiar with the specific HCP can increase email open rates.
Meet Physician Needs Across All Device Platforms
This digitally savvy and content sharing generation requires instant access to information anywhere, at any time. In a day and age where Google is at our fingertips and the medical industry is continually being digitized, it is critical to design emails for multiple devices and platforms.
Just about everyone owns a smartphone, and physicians are particularly adept at skimming their inbox for important messages. By designing email for mobile, your message is delivered at the right place at the right time. It’s all about reaching physicians and enhancing your brand experience in a way that is highly efficient and effective.
When time is of the essence and cost-effective marketing strategies are top of mind, a digital personalized email marketing campaign can make all the difference in connecting and establishing a strong relationship with healthcare physicians.