Blowing up the Healthcare Industry's Approach
The email marketing practices of the healthcare industry are slow to transform to 21st century best practices. You can almost hear the honky-tonk movie score from an old John Wayne movie when you look at the illogical order and outmoded approaches of the industry's email marketing. The problem is that healthcare players continue to rely on 1950s design processes for 21st-century marketing. The industry's current email creative design processes are dusty record players in a wholly digital world, and, unlike vinyl, they're never going to make a comeback.The healthcare sector doesn't need to just tweak its email marketing strategies — it needs to wage nuclear warfare against them and start over from scratch. Existing practices are sluggish, impersonal, and missing out on the infinite opportunities for client engagement that mobile technology and big data provide. By re-engineering email design and implementation, healthcare companies will drive meteoric rises in marketing ROI, extend the longevity of their brands, and build and maintain client relationships.
Emails Designed for PCs are Dead On Arrival
This digital addiction holds enormous untapped marketing potential, but the healthcare industry has missed the boat time and again.
Mobile Optimization Is Key for Client Engagement
It's embarrassing how behind the curve the industry is in the mobile compatibility of email marketing. By some estimations, healthcare marketing is lagging approximately five years behind that of other industries. Mobile click-to-open rates of marketing emails are abysmally low in the healthcare sector, largely because the industry does not engage in standard mobile optimization strategies for digital communication and mobile devices.
Healthcare email marketing is the kid in junior high walking around in gaucho pants and bug-eyed sunglasses, a la early-2000s Lindsay Lohan, when skinny jeans and geek chic glasses are the new trendy norms.
Successful Email Marketing Isn't Just Business; It's Personal
Another missed opportunity in healthcare email design and implementation is its reliance on a shotgun approach, also known as the "spray and pray" method, common in email marketing's early years. As email marketing has evolved, however, we now know that the rifle approach is infinitely more effective and yields an astronomically higher marketing ROI. If strategic email design is the sniper rifle in this situation, big data is the ammo.
Smart data can help you implement relevant campaign benchmarks, customize campaign data, and hone in on opportune audience segments. For example, DMD integrates a massive amount of practitioner data — including a practice profile, procedures performed, case mix, hospital affiliations, and insurance plans accepted — to give email campaigns laser-focused aim at a precisely defined audience. Content, of course, is paramount; however, if content is king, then distribution is queen. How and to whom you distribute your email marketing messages is critical for even the best content to stand a chance. After all, Is “once size fits all” a marketing standard anyplace today?
Effective marketing communication in the digital world is succinct, fast, personalized, and mobile-friendly. For some reason, the healthcare industry is the only sector clinging to antiquated email design practices. Doing so is like clinging to a once-coveted collection of VHS tapes while watching everyone else go not just to DVD, but to Blu-Ray, and then to streaming. Email messages are the connective tissue of a marketing campaign, and re-engineering their design and implementation is imperative to take healthcare marketing to the next level. Without a doubt, it's a journey that's years overdue.