Businesses operating in the health sciences field must leverage a variety of channels to reach healthcare professionals. One of the most valued methods is medical email marketing, because this type of content is compatible with busy practitioners and far less obtrusive than a phone call or in-person visit. However, medical professionals receive hundreds of emails each day from marketers, insurance companies and patients, so businesses need to find a way to move to the top of practitioners’ inboxes and avoid being placed in the spam folder.
One valuable tool businesses should employ to enhance their email marketing is newsletters. The primary reason marketers should use newsletters to reach healthcare professional is their effectiveness at driving conversions. In fact, research from Nielsen Norman Group revealed only 10 percent of people elected to opt-in to company updates through Facebook, while 90 percent chose to receive email newsletters. When executed properly, newsletters can help healthcare marketers develop lasting relationship with medical providers.
“Newsletters are an effective tool to facilitate communication with medical practitioners.”
Newsletters close the communication gap
Far too often, pharmaceutical companies, insurance carriers and medical device manufacturers expend a lot of effort into nurturing leads and signing deals, but fail to focus on the customer experience one the healthcare professional has signed on as a client. Newsletters are an effective tool to increase communication with medical practitioners and give them the information they need to provide excellent insight and service to patients.
For example, many healthcare organizations carry the burden of facilitating the relationship between patients and their insurance companies. In many cases, insurance companies do not regularly communicate with doctors or office staff, which results in confusion and misunderstanding. Beyond that, the insurance landscape has become more complex in recent years with the passage of the Affordable Care Act, and policies surrounding coverage are changing constantly. Insurance carriers could enhance their relationship with healthcare facilities and even drive sales by providing monthly newsletters with policy and coverage updates as well as important policy news.
Medical professionals value educational materials that enhance the patient-provider relationships, and newsletters can serve this purpose. For example, a drug company that manufactures a medicine for diabetes could publish a monthly newsletter that includes diabetes research, patient stories and advice. By leveraging this content as a tool to open communication with clients or potential leads and add value to their lives in the process, healthcare marketers have a better chance of earning the trust and loyalty of these professionals.
Data and personalization make newsletters powerful
The key to executing an effective newsletter campaign is to understand the audience receiving the content and ensure the material is landing in the right inbox. Newsletter content should be relevant to the healthcare professionals research interests, specialty, current position in the sales funnel, patient demographics, office size and other qualifying data points. Once adequate research has been done to create the most powerful newsletter possible, data is also necessary to ensure the email campaign component of the execution goes smoothly. Using data append and data cleansing services, healthcare marketers can increase the conversion rates of their newsletters long-term.
Strategies for execution
Aside from conducting thorough research and setting up a strong email campaign based on data, healthcare marketers should consider a number of guardrails and best practices for creating newsletters:
- Optimize for mobile: Healthcare professionals are constantly on the go and more of them use mobile devices for professional purposes. This in mind, it is crucial to optimize email content, especially newsletters, for mobile viewing. In fact, failing to take this important step can actually harm a business’s relationship with a lead or client. Email Monday cited data from Yesmail that found 46 percent or recipients said if newsletters are too poorly designed to be read on a smartphone, the content reduced the chance they will buy something from that vendor.
- Balance content: Newsletter content should not be fully promotional. HubSpot recommends including 90 percent educational and 10 percent promotional material. If healthcare marketers want to develop meaningful, profitable relationships with medical professionals, it is crucial their newsletters serve as a tool to educate and add value.
- Use creative subject lines: Subject lines are an integral part of any medical email marketing campaign. In fact, data from Convince & Convert showed 35 percent of email recipients open an email based on the subject line alone. It is more likely healthcare professionals will read the newsletter if it is accompanied by an enticing subject line.
- Keep it skimmable: Remember, medical professionals are extremely busy and ingest a massive amount of information each day. An effective newsletter will have a good balance of images and copy and will not be too wordy or difficult to digest quickly.
Medical email marketing can be very effective, and businesses should be creative with how they utilize this channel. Newsletters are an excellent way to get in touch with healthcare professionals in a meaningful way.