When working with email lists, it’s easy to get caught up in thinking “that’s just data.” In reality, it’s so much more. Each physician contained in your database is a real person; a human being with pain points that require resolution. While email marketing used to slide by with low-level personalization and still drive engagement, that approach is fading fast.
If you’re not speaking to physicians in a meaningful way, you’ve already knocked yourself out of the digital marketing game. This snippet from a recent article perfectly captured the personalization notion:
If your emails aren’t relevant to your subscribers, they’ll end up in the trash. The marketing world is buzzing about the ‘Internet of Things (IoT)’, but we should be talking about the ‘Internet of Me.’ In the age of personalization and hyper-targeting, consumers expect brands to know who they are and provide them content they care about. You have to deliver the right message, to the right person, at the right time.
This marketing philosophy crosses all industries, from B2C to B2B, but is particularly important for building strong relationships with physicians—both in-system and out-of-network. The first step, before any of the relationship groundwork is laid, is to capture essential details about physicians that will allow you to effectively communicate to them given that hyper-targeted benchmark.
Combine Email Data With Visitor Insights
Data, when sourced properly and utilized appropriately, is an invaluable asset to your health system brand. Two foundations from which to work include email and website-based data.
1) Email Data: A high-quality list should include info such as full name, NPI number, medical specialty, practice location, caseload, and referral patterns. Your list should have also undergone an authentication and third-party verification process and only include physicians who have opted-in.
2) Website Data: Via audience identity management technology, which uses “tags” to identify physicians and follow their browsing behavior, you’ll capture data points that supplement and complement your physician email list. This technology also allows you to follow physicians as they move to other websites contained within our online medical ecosystem.
For example: Dr. Mathers, an out-of-network pediatric neuro-oncologist, has browsed your website for information on a new therapy for addressing brain cancer (oncolytic virotherapy). She then visits another health system’s website; a health system which also provides the therapy. Dr. Mather’s activity is all captured in real-time, allowing you to be proactive in reaching out with materials relating to her search. And, because you know with 100 percent certainty that Dr. Mathers has opted-in to your email list, you’re assured of the three vital personalization points: right person, right message, right time.
Email: The Relationship Builder
If your emails aren’t relevant to your physicians, they’ll end up in the trash.
In order to strengthen your health system brand, it’s imperative to build deep physician relationships. Email is the clear winner for furthering crucial conversations with docs. With all the data mentioned above at your disposal, the personal approach not only becomes attainable, but persuasive.
A simple place to start is subject line. Personalization in subject lines is reported to increase open rates by 26 percent. Using the previous example, a compelling subject line might be:
“Dr. Mathers: We’re celebrating oncolytic virotherapy success stories”
The body of the email would highlight a small sampling of success stories and perhaps provide a brief history of your health system’s use of oncolytic virotherapy. The call to action might be an invitation to stop by the pediatric oncology wing to visit with other oncologists and support staff.
Physicians seek out knowledge that helps them do their jobs better. In this case, Dr. Mathers appreciates that you’re tuned in to her interests and may take you up on your offer. At the very least, a door has been opened.
After all is said and done with your marketing strategy, the question remains: Are you speaking to physicians on a personal level? Follow the data clues, connect the data dots, and you’ll be that much further ahead in establishing and nurturing physician relationships.