In 2018, hospital marketers faced a number of challenges. Attracting—and retaining—referrals, building physician loyalty, and growing service lines are always top of mind for hospital marketers. As we head into the new year, the goal of maintaining top marks on the U.S. News & World Report Best Hospitals list takes center stage.
The good news is, a responsible email approach is an effective way to address these challenges. As 2019 inches closer by the minute, keep these three things at the top of your hospital marketing checklist:
1) Implement Email Best Practices
A responsible email approach is an effective way to address these challenges
One of the things I’m hearing from hospital marketers is that while they know email can be an impactful marketing tool, they’re still wrestling with how to realize success with their own email outreach efforts. The answer may be as simple as getting back to basics, using proven email marketing best practices to improve reach and engagement. For example, adhering to subject line character counts and creating preheaders that encourage physicians to open your emails. Or, ensuring the calls-to-action within the email are easy to find, as well as render testing how your emails display so the end user is guaranteed a hiccup-free experience.
My colleague Jerrad Rickard presented a webinar covering these simple—yet imperative—best practices, which is available on demand: This Is Your Email Marketing Intervention!
2) Keep Email as Your Marketing Cornerstone
The more engagement you’ll evoke, which sets the foundation for all your marketing goals
Hospital marketers have a variety of marketing options, including print advertising, direct mail, and television/radio broadcast. Yet, email remains the most trackable, efficient, and effective strategy for a number of reasons: It is cost-effective, measurable, and can be personalized to a unique audience. Physicians can be grouped by specialty, geographic location, or hospital affiliation—allowing you to tailor messaging that is relevant and meaningful. The more specific you can be in your communications, the more engagement you’ll evoke, which sets the foundation for all your marketing goals.
Our YouTube series, which is dedicated specifically to email marketing, not only contains information on the best practices mentioned above, it also informs how to create more compelling hospital marketing campaigns.
3) Be Responsible in Your Email Marketing Efforts
There is a right and wrong way to approach email marketing
Email is the best way to reach physicians, hands down. However, there is a right and wrong way to approach email marketing, particularly in the healthcare sphere. Physicians are busy, and they are tired. They do not have the time or energy to dedicate to emails that are irrelevant to their needs and wants. In order to deploy interesting, meaningful communications, you must have a comprehensive understanding of your physician audience. A high-quality physician email list is the foundation of that understanding, providing intricate data points that help you build personalized personas, such as medical specialty, referral patterns, prescribing data, and even past digital response behavior.
Our ebook When Bad Data Happens to Good Email contains helpful information on why using a quality list is so imperative, as well as best practices to guide your email marketing efforts.
Next year will not be completely free of challenges, but it can be a year of multiple victories when implementing these three strategies.