Heraclitus’s wisdom regarding change as the only constant was updated in modern times by Stephen Covey, known mainly for his highly circulated book, “The 7 Habits of Highly Effective People.” Covey expanded the constants in life to change, choices, and principles.
All three apply to email’s role in healthcare marketing—and the argument can be made that email itself is a constant.
The Evolution to Digital
Traditional web analytics only provide aggregate data—no specifics—leaving viable leads to turn cold
Looking back, it’s evident just how much change hospital marketers have had to manage over the years. The transition from marketing strategies such as direct mail, billboards, print, and broadcast to social media, video, and email has not been without its bumps. Some marketers have been hesitant to follow the evolution into digital, particularly given the rising concerns over personal data privacy. Others lack the know-how to effectively use email to make an impact on hospital growth and profitability.
Regardless of the reason, this is where the second constant, choice, comes in. Marketers can opt to go a more traditional route, or they can embrace the indisputable fact that email is, by far, the best way to reach, engage, and communicate with physicians.
The Argument for Email
In a recent MediaPost.com article, entitled “Know-How, Not Tech, Is Needed By Email Marketers,” author Ray Schultz discusses exactly why email is on solid ground across all industries. Interviewing Dan Rutberg, co-founder and COO of digital agency MuteSix, Schultz explores email’s constancy, despite the rising popularity of other channels such as video and social media.
Per Rutberg, one of the main reasons for this is budgetary in nature. Email is highly cost-effective in comparison to other channels. He adds that technological innovation in other channels hasn’t lessened or limited email’s importance. “People still want to open emails,” he says. The challenge is educating marketers on how to employ email strategically, which is where the “know-how” applies.
“If there’s any lag in growth, it’s because companies don’t know how to set up an email,” says Schultz, citing things like cadence, copy, and other design considerations. “Nor are they always skilled at integrating email with all other touchpoints—a must in today’s digital marketing ecosystem.”
Which leads me to the third constant: principles.
Principles: A Dual Approach
When insights from AIM are coupled with aggregate data, you increase physician insights exponentially
You can look at principles in two ways— both equally important in one’s approach to email marketing. First, there is the “best practices” principles we advise current and prospective clients to incorporate when designing campaigns—subject lines and preheaders, calls to actions, deployment scheduling, testing, etc. All are essential pieces for campaign success.
We also consider the more ethical principles of email marketing, such as ensuring the data we provide meets the highest standards of email marketing practices. Whether or not you’re a client of DMD, having data that is first-party sourced (not illegally scraped or unethically manufactured), audited and verified by a third party, and updated daily is critical—not only for adhering to regulatory constraints, but also to optimize deployment effectiveness.
Email: The Nucleus of Healthcare Marketing
Change, choice, and principle pervade email’s place in overall marketing strategy, but rather than disrupt it, these constants provide the foundation for its success. That being so, email will remain a constant in healthcare marketing for years to come—even if newer marketing technologies emerge.