Certain types of personalities skip to the end of a book to find out what happens. They get a result, but they don’t learn any of the “guts” that explain how the story ended up where it did. The reader didn’t do the work for the assumed payoff.
Email database sources don’t always do the work either, even though they may promise physician-level data equivalent to an autobiography. Health system marketers find themselves in a serious pickle upon discovering the declared life’s story is filled with empty pages. They know next to nothing about the physicians they’re targeting and therefore have no idea how to speak to them in a meaningful and relevant manner. Worse, oftentimes the email addresses contained in physician lists are inaccurate or impertinent.
On the other hand, some database companies do the work and more. Instead of those empty pages, you possess a virtual encyclopedia for each and every physician on the email list.
Another factor to consider is actually applying the specific details acquired about individual physicians. If you have access to a physician’s preferences, but make the mistake of neglecting those preferences, your entire campaign can suffer. You also run the risk of alienating docs.
Maybe you’ve made one of (or both of) these mistakes before but don’t know how to fix the path you’ve gone down. Understanding who physicians are and what they really want is the first step to redemption.
Personalize For Productive Conversations
Here’s just one example of how you can have a productive conversation with physicians, when prepared with a robust physician profile.
Dr. Lewiston, a medical oncologist specializing in hematology, is fairly new to Emory Healthcare. From his physician profile, you know he:
- Has advanced training in CAR T-cell therapy.
- Was a team member on an aggressive clinical trial involving this type of immunotherapy at City of Hope.
- Has referred patients out of system to receive this therapy.
- Prefers to receive communications via his personal email address.
There are multiple ways to address and engage Dr. Lewiston on a personal level now that you know his story.
Oftentimes the email addresses contained in physician lists are inaccurate or impertinent.
For one, Emory just received budget approval to expand the Hematology Department at their Winship Cancer Institute to include the CAR T-cell therapy. Such a move is incredibly valuable for supporting Dr. Lewiston’s efforts in his area of expertise, as well as keeping patients in-system. Since email is so easily deployed with pre-set templates, news of the approval can land in Dr. Lewiston’s inbox almost immediately. Follow-up emails outlining the system’s progress in bringing treatment in-house will keep Dr. Lewiston in the know.
And, adhering to the last point regarding his personal email address—as opposed to his professional one—demonstrates you’re honoring his individual preferences.
With such detailed data at your fingertips, you’re able to build a foundation to initiate, engage, and foster a relationship with Dr. Lewiston. In your personalized communications, you’re exhibiting that you’re fully invested in his decision to join Emory.
Having access to this granular information for each of your doctors allows you to create an infrastructure that doesn’t just employ physicians, but advances a solid healthcare community.