An organization might expect a lot from its medical email marketing campaigns. Leaders demand a certain return on resource investments, while sales agents need initial contact information to display consistent information. As medical manufacturers and insurance providers juggle the various needs of their organizations, they must also recognize what physicians want from business communications.
The people in charge of designing, sending and evaluating email messages need to view the material from the audience’s perspective. Here are four questions marketers can ask to evaluate how email content appears to doctors:
1. Does it work?
Marketers need to start with the basic questions. Does the email display on a physician’s computing device? Do the links work? Inc. said many industries make simple email mistakes that annoy readers and stop inbound marketing journeys.
When a marketing employee reads an email, they should try and look at the email as a new viewer. Simple, clean displays that draw attention to important data and links for more information are often best. Company representatives must open the materials on a variety of desktop, laptop and mobile devices. Don’t forget to see how the email displays for different email services like Gmail or internal healthcare organization platforms.
2. What material is useful?
Promotional emails often make the medical company look good, but the organization isn’t the audience. Looking at materials from a doctor’s perspective, forces marketers to evaluate the message’s value. How does the email improve the buying process, the physician’s knowledge or daily responsibilities?
The recent HealthLink survey “The Annual Healthcare Professional Communication Report 2016” found physicians and nurse practitioners want marketing materials from companies that provide educational content. Doctors and nurses want to hear from organizations that provide data, insights and updates about new devices, insurance laws and medical trends. They want these details for themselves and their patients.
Emails need to provide physicians with opportunities. Depending on the products or services offered, the content could be the first step to an educational process or an answer to a question that is likely on their minds.
“Ask public questions online to see how certain demographics respond.”
3. Is the content relevant?
Targeting medical email marketing campaigns is an effective way to add value to content through relevance. If companies work with a segmented doctor email list, they need to recognize the demands of each type of lead. Physicians working in smaller practices will view emails differently than doctors in major metropolitan hospitals.
Marketers should create and send messages while referencing the data of each targeted market. It’s also wise to ask questions of current clients and potential leads to see what they want to find in their inboxes. As social media becomes more popular with medical professionals, companies may want to explore the possibility of asking public questions online to see how certain demographics respond.
With data from social media, internal records and client feedback in hand, marketers should get in the mindset of particular doctors to see how emails appear. Does it speak to individual practices or is too general?
4. Can it wait?
Business2Community said urgency is a vital factor in appealing to representatives of any organization.
Doctors and nurses are busy. When marketers look over their own content, they need to determine if the language, images and data encourage immediate responses or if it seems easy to push it aside and forget about it.
While there are numerous tactics companies could employ to promote urgency such as communicating time limits or scarcity, business don’t want to appear dishonest or pushy. It may be best to recognize particular problems physicians have and offer an immediate solution. That way, they won’t want to wait.