The patients have spoken! In a recent study conducted by Ad Age, survey results revealed that the preferred method of receiving healthcare information is via e-mail for every age group. Trailing far behind e-mail communications is communication by mail, phone and then text messaging.
One of the biggest benefits of email marketing is that it’s a quick and easy messaging technique, allowing for speedy communication between health care providers and their patients. The health care industry is constantly evolving with new breakthroughs, healthcare regulations, medical news and scientific discoveries. Being able to quickly and efficiently send out information in response to these things using email marketing can make your patients think of your health care business as the go-to source for the latest developments in the ever-changing industry.
Email marketing is currently one of the most cost-effective communication tools available. That means working to foster relationships with your patients is more affordable than ever before when you use email marketing.
Contact lists can easily be segmented so that certain messages are sent to select audiences. Messages can be sent to targeted groups based on their specific needs when using email marketing. This method of communication allows health care providers to send the appropriate information to the corresponding patients.
Additionally, because patients can opt-in to receive marketing emails from your health care business, you’ll only be contacting those who are are genuinely interested in the information you’re sharing.
Everyone loves to see their own name when they open an email. It’s very easy to personalize email marketing messages and customize them for individual patients. When patients feel personally addressed by your company, this can generate patient loyalty, especially when you’re dealing with very sensitive matters. Customized communication in the health care industry can help you maintain relationships and is a great way to show that you care about your patients.
One way to bridge the gap between your audience and your business is to do email marketing. This is particularly important for health care businesses because a strong business-patient relationship is key to patient satisfaction. By sending out emails to patients, you create an opportunity for them to interact with your brand by linking them out to your website. As a result of sending out marketing emails that include links to your website, you’ll most likely see an increase in website visits which you can easily track with tools like Google Analytics.
You can also promote patient participation and interaction with your brand using email marketing by sending out surveys or asking patients to share their opinions on specific health related topics. Health care marketers are always looking to measure people’s feelings in relation to the industry, so now you can start gathering your own data.
Another reason why health care businesses should do email marketing is because it’s the perfect medium for distributing newsletters and gaining exposure without boundaries. With email marketing, you have no geographic boundaries restricting you, which means you can send out newsletters to a wide-spread audience. Maybe you’ll choose to share patient testimonials, introduce new staff members, inform people of seasonal information, or even update them on the newest technology or services in your newsletters. Whatever you write about, sharing newsletters via email will help your brand gain exposure and allow you to position your brand as an industry leader for up-to-date information.
Email marketing makes sending messages on time easier than ever before, especially when compared to direct mail. Your email marketing campaigns can be scheduled out weeks in advance by automating the times and dates of the emails. Whether you want to schedule reminders for events or even ask for donations, automated emails makes this a one and done deal.
Another thing to consider is that automating emails would allow you to schedule a series of messages for specific times and days. Because people don’t always open emails the first time around, scheduling multiple messages can help increase visibility of the message.
Most email marketing software allows health care marketers to easily track the success of email marketing campaigns. When reviewing campaigns, you’ll want to pay specific attention to your open rates and click-through rates. According to the email marketing benchmarks article by MailChimp, businesses in the medical, dental and healthcare industries average an open rate of 22.76% and a click-through rate of 3.07%. After you’ve conducted your own email marketing campaign, see how your rates compare to the industry averages. Being able to measure the success of this type of communication will allow you to see how effective your efforts were and decide if they should be continued or altered for the future.
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