As we dive head-first into 2018, it’s easy to get caught up in the latest and greatest marketing trends, tactics, and plans for execution. But, as Chad White, author of Email Marketing Rules, stated in a recent article, “The new thing for email marketing in 2018 will be an old thing: email authentication.”
When you don’t start with the basic foundation of a high-quality email list, your efforts—no matter how creative or how innovative—will simply fall short.
The success of any email campaign—from deliverability to ROI—depends on the source of your physician email list. There are four steps DMD uses to authenticate data and guarantee what we refer to as an “unimpeachable list pedigree:”
- First-Party Sourcing: This means physicians have directly and voluntarily provided their email address and have opted-in to receive communications. There is no risk of “spamming” a physician who has opted-in.
- BPA Audit: BPA Worldwide is considered the Gold Standard when it comes to auditing email addresses. This third-party organization’s stamp of approval is a must.
- Authentication: In this step, each physician’s email is cross-checked with both the American Medical Association’s (AMA) Physician Masterfile and NPI database to ensure viability.
- Verification: This fourth and final step ensures the email’s domain name matches the physician’s practice setting.
When you have this foundation in place, you can be assured your email outreach efforts make the strongest possible impact.
Building Brand Loyalty
Out-migration continues to haunt hospitals and health systems, particularly in the precariously competitive healthcare environment. A quality physician email list contains data insights such as procedure codes and referral patterns, which can be utilized to identify physicians who are referring out. Deploying emails to individual physicians that highlight your facility’s strengths in specific procedures may stop some of the leakage.
The new thing for email marketing in 2018 will be an old thing: email authentication.
Email is also an effective way to promote service lines, equipment upgrades, new hires, and patient success stories—all attributes that encourage brand loyalty.
This same approach works for engaging local or regional physicians who refer into your network. Keep them abreast of the latest technologies and service line upgrades to maintain those crucial relationships.
U.S. News Rankings, Good Or Bad
The U.S. News & World Report “Best Hospital” list is top of mind for health system administrators any time of year, but notably right now as the official surveys have been sent out. Again, the healthcare arena’s competitive atmosphere has spurred hospitals to rely on such rankings for retention and growth. Don’t wait. This is the opportune time to strategize how you will use email to communicate high scores to your physician base—with the goal of maintaining referral momentum.
Of course, no rating system is free from fault, so if your health system doesn’t receive top marks, you can still use email to impress upon physicians (in-network and out-of-network) the unique strengths that set your system apart from others. Email can also be utilized to relay information internally, including addressing areas that need improvement, setting objectives for next year’s ranking, and celebrating successes along the way.
We know email is the most effective channel for reaching and engaging physicians. Start with the basics—a high-quality physician email list—and build targeted campaigns from that strong foundation.