A healthcare marketer I met with recently happened to mention that one limitation with his organization’s traditional physician marketing campaigns is that there’s no way to identify who they reach. There’s also no easy way to measure the impact of these projects to tell if they lead to physician referrals.
With the increasing emphasis on marketers to prove their worth, I pointed out the value of adding email marketing to complement his organization’s broader physician communications strategy.
The Benefits of Email
With email you’ll know exactly who opened your messages, how long they read them, and what actions they took
Traditional marketing channels, such as print and billboards remain viable ways to educate physician referral sources about the service lines you offer. But adding email into the mix provides a concrete way to track the results.
For instance, some of the benefits of email marketing to physicians include:
Emails paint a clear picture: Instead of guessing who you might reach with an ad, with email you’ll know exactly who opened your messages, how long they read them, and what actions they took. This information can also help you identify prospects to focus on for your follow-up efforts.
Your email lists can be strategically segmented: While a billboard can be placed in the best possible location, you can’t be sure the message it contains is really read by the physicians passing by. But with email, you can group your lists by physician specialty, geographic location, prescribing habits, or hospital affiliations so you can tailor your approach for their interests.
Multiple email deployments can lead to deeper engagement: With print newsletters and mailers, there’s no way to know which recipients read your mail and which ones throw it out unread. On the other hand, over the course of a few deployments, you can begin to see what information resonates with recipients. Tracking these patterns can help you design more effective messages.
Different Types of Physician Emails
When you rely on physician emails to complement traditional marketing efforts, this helps position your organization to achieve healthy results
When you incorporate physician marketing emails as part of a healthy physician communication strategy, there are a number of ways to use this format to best complement your traditional efforts.
For instance, emails can:
Announce new service lines or equipment. Since email can be deployed immediately, you can send messages to announce such additions, changes, or improvements your healthcare organization is making. Being able to share such timely news with physicians can help get referrals in a timely manner you couldn’t achieve with your traditional print or advertising efforts that require more lead time.
Invite physicians to attend Continuing Medical Education (CME) offerings or other special events. This is a great way to showcase your facilities and to spotlight the expertise your professionals offer. Once you get physicians to come through your doors, you’ll be able to make a personal connection and this may encourage them to refer patients within your system.
Share new research findings or innovative treatment options. When you provide timely information that can help physicians do their job better, they will begin to view you as a valuable resource. This can help you develop a relationship that may lead them to trust your specialists with their patients.
Putting Physician Emails to Work
When you rely on physician emails to amplify the messages you’re already sending through more traditional marketing channels, you can ultimately help position your organization to achieve healthy results.