The New Year is about change. People make resolutions to lose those stubborn 10 pounds or quit French fries. Some vow to spend more time with family and less time in the office. It’s a new day, a new dawn, as the song says. Of course, we tend to keep the good things in our lives as the calendar turns—those things which we can rely on and are familiar with.
As marketing professionals, you know what you need to change and what you need to keep in your mix. Email is a keeper, with its high potential for targeted reach and deep engagement.
New Year, Same Virtue
Still, digital marketing remains a stalwart in the healthcare sphere
Email marketing hit a significant milestone in 2018. Email turned 40. Its initial success back in 1978 was outstanding: a 400-recipient campaign that reportedly produced approximately $13 million in sales.
Email has continued to evolve in ways marketers could not have imagined 40 years ago - and other digital channels introduced and adopted since 1978 have greatly expanded digital marketing opportunities. Marketing automation, audience identification and segmentation, targeted personalization, and data privacy protection are all current trends that would have been quite foreign in email’s infancy. Marketers and email data providers have had to adapt to the changes, setting forth new goals and strategies. As we well know, healthcare organizations have also had to adopt regulatory policies along the way.
Still, email marketing remains a stalwart. It’s been a particularly good friend to healthcare marketers, allowing busy physicians the opportunity to engage when time is on their side—rather than intruding or interrupting their day. Being able to segment physician audiences is another of email’s gifts, to both you and them. In a time when personalization, relevancy, and respect of one’s time are increasingly being demanded of marketers, targeted email messages wins the day.
To be fair, marketing to physicians is never easy; they can be a tough crowd at times. That said, we know physicians, and we understand your goals and expectations. All of which inform the expertise and work we do to create effective, successful campaigns.
To be fair, marketing to physicians is never easy
One might not be able to predict the ups and downs 2019 will bring, but what is certain is that we’ll be here to provide steady guidance in your healthcare marketing needs.
Wishing you a very happy New Year and all the best in your healthcare marketing efforts in 2019.