Valentine's Day is a day when we tell our loved ones how much they mean to us. We're reminded of how important those people are and why we cherish them in our lives.
For many, these expressions of love and appreciation often go unsaid on a day-to-day basis. It shouldn't take a once-a-year holiday to be the reason we reach out to those who fulfill our lives. Similarly, a once yearly or once monthly newsletter is far too infrequent of a way to reach out to your healthcare providers and let them know how important they are.
If you’re not consistently using email in your hospital marketing strategy or only employ it in a limited capacity, you are missing out on considerable opportunities to make strong, meaningful connections with your physician base.
Email is easily tracked, tested, and analyzed.
Why We Heart Email
Direct mail has previously been a stalwart of healthcare marketing, and other “traditional” promotional strategies such as billboards and broadcast media have been used to bolster a hospital’s reputation. While effective to a certain capacity, these marketing methods are not without flaw. For example, you cannot determine with certainty who is (or who is not) consuming the content. A direct mail deployment is not able to be tracked and measured without incurring an exorbitant cost. Nor can you identify how many eyes your billboard garners.
Alternatively, email can be tracked, tested, and analyzed. Opens and click-through rates provide a definitive picture of engagement. Email also affords opportunities for segmentation and targeting. Consider a direct mail campaign that expresses a blanket message to all recipients versus a highly-targeted email campaign that is physician specific. Generalized messaging cannot hold a candle to communications that demonstrate relevancy and address a particular need or desire.
All else considered, a final argument for email’s effectiveness is that the majority of physicians prefer email as their primary mode of communication. If that’s their wish, why not grant it?
Quality Data Affords Great Potential
Success in email marketing is not a given. Simply “using email” within your marketing strategy is not enough. First and foremost, email list providers should not be viewed as participating on a level playing field—database quality does matter and can make a significant difference in the outcome of your deployments.
Your email vendor should be able to confirm the methods used for sourcing data, as well as provide assurance it has been audited and verified by a trusted third party (such as BPA Worldwide). Due to the rapidity of data decay, your email list provider should also update the data every 24 hours.
Communications that Make an Impact
Many hospitals use email as a newsletter tool only, but its potential is so much greater.
Many hospitals only use email as a newsletter tool, but its potential is so much greater. With quality, comprehensive data driving your email marketing strategy, you will be able to craft timely, meaningful, and impactful communications that will engage your audience and create strong hospital-physician relationships—the kind of relationships that contribute to continued growth and profitability.