All healthcare professionals i.e. doctors, nurses and other medical staff work hard day and night in order to treat their patients and provide the best medical service to them. Their aim is to keep their patients healthy and provide the necessary healthcare service. However, building and maintaining relationships with them is also necessary for their future needs.
Healthcare marketing refers to the marketing techniques used by healthcare organizations such as hospitals, clinics and other healthcare organizations to increase their reach and visibility in order to gain more customers. It mainly focuses on two aspects- customer acquisition i.e. to gain more patients and retention of current patients. Acquisition of new patients depends upon advertising and promotion and the use of social media.
Email marketing is the best digital marketing channel that healthcare service providers can use to build long lasting relationships with patients whenever they need any healthcare service again.
What is Email marketing and why do healthcares service providers need it?
Email marketing is a digital marketing strategy in which we send emails to our potential customers in order to build long lasting relationships, increase our brand awareness, promote our products & services and build a trust with customers. Various types of emails include promotional emails, email newsletters, welcome emails, survey emails etc.
Email marketing is a useful and cost effective method. According to industry data, the average open-rate for healthcare emails is 23.46% with a high 3.6% click-through rate which makes it the highest open rate among all industries.
This clearly indicates that consumers read health care related emails more actively as compared to email of any other industry.
Effective email marketing strategies for healthcare companies.
The following tips can help healthcare companies build a successful email marketing strategy-
- Collects patient’s information including email at the first appointment- The firstmost priority of healthcare companies is to provide world class service. There we need to take details of new patients including their email address.
- Usage of embedded forms online- Healthcare companies who already have a website or are already using other forms of digital marketing strategies to attract more visitors on their website, they can use embedded forms or landing pages to get email addresses.
- Segmentation of customers- While customers are filling the form, they also should have an option of various health related topics on which they love to read or which is their medical concern. Topics such as Smoking and tobacco treatment, Cancer treatment, Cardiology, Weight loss, Women’s health and wellness etc. Therefore, companies need to segment customers and send targeted newsletters to them.
- Use social media platforms for email signups- Companies should create pages on social media platforms like Facebook, Twitter, Instagram and try to increase their followers. Their followers are either current patients or future patients. Signup links can be included on social media posts that direct customers to the landing page. In this way a large email list can be created and emails can be sent to them.
How can iCore do email marketing for healthcare?
iCore digital marketing solutions provides and implements the following email marketing strategies for healthcare-
- Online registration for hospital emails- Having a signup form on your website is one of the best ways to collect email addresses for your contact list. It’s simple to complete and contains as few fields as possible to cut down on the amount of time it takes for visitors to complete. Any healthcare email marketing strategy would benefit greatly from this beginning.
These forms also give visitors the option to subscribe to various email types, such as your monthly newsletter, hospital updates, or details about upcoming events.
- Personalize hospital’s email marketing messages- It can be time-consuming for both parties to send emails to senior citizens regarding pediatric care.
Divide your email list into distinct groups and tailor your content to each group to prevent this.
If you’re emailing senior citizens, for instance, mention the new pneumonia vaccine and how it could help them stay healthy. If you’re emailing middle-aged adults who have kids, think about including information on how they can keep their kids from getting the flu.
- A/B test your messages- You should A/B test the content of your emails if you want your hospital’s email marketing campaign to be as successful as possible.
To determine which subject line encourages the highest open rate, you could begin by A/B testing it.
For instance, you could check to see if a question-formatted subject line has a higher open rate than a statement-formatted one.
Numerous email components, like the quantity of images, links, or headings, could be subjected to A/B testing.
After that, you can make sure that every email you send has the highest possible open rate.
About iCore Digital Marketing Solutions
iCore Digital marketing solutions is a full service digital marketing agency. It offers a range of services including Website Development, Application development, ERP, CMS and CRM solutions. Our team is composed of software developers, SEO and SEM specialists, social media marketing experts, performance marketing and graphic designers. We believe in providing the best quality, innovative and effective solutions that drive business growth and increase digital presence.
