Throughout Q1, we’ve taken a look at how health systems can use email to address a variety of challenges. Whether you need to increase referrals from doctors outside your local community, keep physicians across a geographically dispersed system up-to-date, or respond to a medical emergency, email offers an efficient solution.
Email is so flexible, though, that the possibilities can sometimes feel overwhelming. To help you stay focused and moving toward your email marketing goals, keep these key takeaways in mind:
Health systems are successfully using email newsletters to raise awareness within their local communities. Yet email also holds tremendous potential for strengthening your hospital brand among healthcare professionals. Email is particularly well-suited to communicating with physicians. Once you’ve mastered a few techniques, you can use it to achieve strategic goals like increasing referrals and reducing out-migration.
As you begin using email to engage with referring physicians, it’s important to focus on one audience at a time. Considering the different needs and interests of in-system physicians, alumni, and other target groups will help you determine what content will be most relevant to each. Then you can develop messages that are compelling to the recipients, but also support key marketing initiatives, such as promoting service line strengths and events.
No matter how compelling your subject line or email copy is, physicians can’t engage with your brand if your emails don’t reach their preferred inbox. A high-quality email database provides accurate addresses and extensive reach, but distinguishing one list from another can be difficult – especially if you’re new to email marketing. Understanding the value of first-party sourcing, a rigorous authentication process, and third-party verification is essential.
In the current, competitive healthcare environment, hospitals need to extend their referral base beyond their health system and local community. Email provides an efficient channel for connecting with doctors nationwide. But to develop truly effective campaigns, you need to have a detailed understanding of the individual physicians you’re trying to engage. In addition to accurate email addresses, a high-quality database includes segmentation capabilities that go well beyond specialty.
These four blogs provide a good foundation for healthcare marketers who are interested in designing email campaigns to support strategic goals like increasing referrals and reducing outmigration. Email is equally effective for a wide range of other initiatives, including increasing CME registration, recruiting hard-to-find physicians, and optimizing medical device Dear Doctor letters.
We’ll continue to explore these and other email marketing opportunities, as well as strategic and tactical best practices, in the coming months.