Hospitals are successfully using email newsletters to elevate their standing in the community. Whether by demonstrating local leadership in specific treatment areas, highlighting expertise in healthcare content and education, or generating awareness of their centers of excellence, hospital newsletters convey valuable information to the public. But that’s just the tip of the hospital email iceberg.
Email is also a powerful channel for connecting with individual physicians in order to establish a respected brand that they will want to promote among their own patients. Here’s why:
- Physicians Love Email. About 130 billion B2B emails are sent every day, making email the most frequently used professional communication channel. Physicians routinely opt-in to receive professional information from trusted medical websites and online publishers via email. In fact, they value this communication so much that they often prefer to receive it at their personal, rather than hospital or office, email addresses.
- Email Is Precise and Efficient. A high-quality email database allows you to identify and reach physicians whose profiles—including specialty, NPI number, and procedure codes—best match your business objectives. With that level of specificity, you can create messages that speak explicitly to different needs. Because designing for email is easier and less expensive than for other channels, you can test, refine, and redeploy your message many times to maximize your ROI.
Email Gets Results. Email is more effective for customer acquisition than any other digital channel or traditional print media. You can use it to deliver all kinds of content to a variety of audiences, including announcements about new specialists, cutting-edge equipment, CME events, physician recruitment, and system-sponsored community events.
Targeted Email Addresses Business Goals
Despite email’s targeting capabilities, a recent report indicated that 50% of marketers in the health/wellness industry send the same message to everyone. This is a missed opportunity, particularly among busy physicians who are unlikely to spend time reading email that isn’t directly relevant to their work.
A better approach is to dive deep into your email data and work to perfect messages that reflect individual physician’s evolving interests. Ideally, each successive email should tie into a distinct situational trigger and be based on the recipient’s past behavior. In this way, you can use email to:
- Encourage Physician Loyalty. Rather than sending one general newsletter to all in-system physicians, demonstrate your commitment to individual physicians by becoming knowledgeable about their particular interests and creating separate, relevant newsletters for different groups.
- Expand Service Lines. Develop content that spotlights key services and technologies. Then email potential referrers to increase their awareness of these valuable offerings. You can even enlist internal KOLs to author some of this content and act as “brand ambassadors.”
- Stem Out-Migration. Use your email database to identify physicians who are referring out. Follow-up with an email that educates them on your system’s capabilities and indicates your willingness to address their ongoing questions or concerns.
Hospitals currently face a number of challenges that make strong hospital-physician relationships essential. Targeted email provides an efficient way to forge connections across the many specialties, practices, and facilities within your health system