What can you accomplish in just six seconds or less? Thanks to a few popular internet videos, you can apparently learn how to tie a Windsor knot, rearrange your roommate’s den, and strip a screw in this very brief timeframe.
As savvy healthcare marketers know firsthand, six seconds is also the length of time you have to engage healthcare professionals. You need to make every second count in order to be fully effective in your efforts.
Six seconds is also the length of time you have to engage healthcare professionals
Even if you’ve fine-tuned your content to be what you consider the most engaging, the truth is primary care physicians typically scan emails quickly, rather than reading the entire message. Whether you are relaying the benefits of a service line or medication, or sharing metrics from a timely study, you need to capture their attention right away.
6 Strategies for Success
Try these six simple steps to create emails sure to live up to their full potential:
- Be brief. Brevity is increasingly important in today’s fast-paced world. Stick to one topic per email and present it in easily digestible chunks.
- Use a balanced design. Find just the right mix between graphics and text. You want to make your message easy to read. Don’t make physicians search for your main point or overcrowd it with too many images. Keep in mind that using too many images can result in your message being unreadable in Outlook and Yahoo.
- Find the right fit. When developing your message, think about who you are trying to reach and what level of detail they need. For example, if you are a health system announcing a new technology in your cardiac department, your audience is well-defined. You can determine exactly what information to share, and how much to include.
- Create content that sells. Make sure the first few lines of your email catch your recipient’s attention. Think carefully about subject line and preheader, and make sure you are offering some type of benefit that will entice healthcare professionals to open the email and read what you have to say. Ideally, your copy will convince them to click through.
- Be specific. It’s best to focus on one topic per email and send multiple emails, rather than cramming many different topics into one message. Again, healthcare professionals are busy--specificity avoids important details being missed.
- Frequency matters. You want to send your emails often enough to build a relationship with your healthcare professionals, yet not so often that you annoy them or condition them to ignore your messages. When sending varied emails, deploy a few messages a week. However, the same message should not be sent more than once every three weeks.
Building a Relationship
Healthcare professionals are busy–specificity avoids important details being missed
Over time, when you craft responsible emails and also use a quality email database, you get recipients to recognize the value you bring to the relationship. You also condition them to open your emails, because they know doing so will be worth their time and effort.