Imagine that your hospital has just purchased a new MRI machine that detects up to 85% of impending strokes. How can you make sure regional neurologists know about it? How can you reach interested generalists, such as gerontologists or general practitioners who frequently refer patients for preventative MRI? Who else might you be missing?
As health systems compete for cases, engaging all potential referrers is increasingly important. But identifying the right physicians can be challenging. Email marketing is an efficient and flexible channel for connecting with referring doctors nationwide, particularly when it’s powered by an expansive physician database.
Identify Doctors by More than Specialty
To extend your referral base beyond your health system or local community, you need a detailed understanding of individual physicians. That means knowing not only their specialty and practice location, but also what kinds of cases they see most often and the therapies they typically prescribe.
A high-quality database allows you to develop detailed physician profiles based on a variety of characteristics. It’s not unreasonable to expect access to as many as two million physician email addresses overlaid with:
- ME numbers and AMA Physician Masterfile data
- NPI provider data
- Insurance claims records
- Procedures performed
- Diagnosis codes
- Site information, such as group practices, hospitals, and networks
With this data, you can zero in on the specialists who are most likely to refer patients to your radiology department and eliminate others from your email list. You can also identify mid-level healthcare professionals, including NPs, PAs, and nurses, who might evaluate or treat similar patients.
As your marketing objectives evolve, you can slice and dice the data any number of ways to define new audience segments. You may choose to verify your own proprietary lists or to create entirely new lists. Either way, your outreach is no longer limited by geography, personal connections, or sales rep bandwidth.
Customize Your Message
Busy physicians respond best to customized messages that contain meaningful content. Use your new insight to determine what information each segment of your audience will be most interested in receiving.
Physicians who already refer patients to your radiology department may be receptive to frequent news from you, while physicians you’ve flagged as potential referrers may only be interested in the big stories at first. Mid-level practitioners, specialists, and referring generalists all have different concerns, so each of these audiences warrants a unique message.
Refine Future Campaigns
One of the great strengths of email marketing is accountability. High click-through rates may indicate that you’ve tapped into a real need, while low opens suggest that your message isn’t resonating with that particular audience. When a campaign doesn’t elicit the response you want, you can quickly adjust the message, your target audience, or both to achieve better results.
Every deployment serves as a guide to future deployments. So review campaign results frequently to determine what works best. Refine your message, and then return to the database to verify your ideal audience.