Hospital Client Stories

Part 3: Crafting effective email marketing campaigns

January 9, 2019

No matter how you craft your email marketing campaign, one thing’s for sure – it’s all about making sure the reader takes action when they finish reading the copy. Enticing your audience to read with the right subject line and pre-header text is ideal, but you need to ensure they make it to the end of the body copy in the email. Understanding the latest medical marketing trends, as well as the non-traditional strategies can put your facility ahead of the curve when it comes to reaching your audience and effectively communicating your message. In Part 2 of our email marketing campaign series, we talked about developing your body copy and why storytelling makes an excellent idea in crafting the perfect marketing email. As the final staple in our series, we’ll talk about new marketing trends to look out for as well as non-traditional strategies to consider. Email marketing trends to look out for Making moves to increase your digital reach to your target healthcare audience is key when establishing an effective marketing campaign. You should be willing to target by specialty for additional scale, market to healthcare providers with primary and secondary specialties and promote simultaneously across multiple channels. You should also be interested in following the latest trends in healthcare marketing in order to achieve the latter. “Be willing to follow the latest trends in healthcare marketing.” Pharma campaign automation is an up-and-coming trend, allowing pharmaceutical organizations to digitize physician interaction to create more engaging digital relationships. General Data Protection Regulation, or GDPR, is a set of rules designed to give facilities and individuals more control over their personal data. Consider these marketing trends while curating your email marketing campaigns. Non-traditional strategies to consider Last time, we talked about storytelling in the body copy, and how it’s an effective way to keep readers hooked until the end of the email, leading them straight to your call to action, offers and social media links. Non-traditional strategies, such as designing for mobile first, using cross-channel promotion and merging the subject line and pre-header text can increased rapport and validation, according to Justin Hipps, vice president of email and digital strategy at HealthLink Dimensions. He said using these non-traditional strategies can set your facility apart from the rest. “Ingenuity and innovative ideas receive the most attention,” said Hipps. “Stand out from the status quo.” How HealthLink Dimensions can help By paying close attention to the tiny details, using storytelling and other non-traditional strategies, you can craft the perfect email marketing campaign for your facility. For more assistance, contact HealthLink Dimensions. Our Email Deployment solutions give you greater control over email campaigns with an opportunity to expand your customer database. With our databases, you can connect with more than 2.7 million healthcare professionals, nearly 7,000 hospitals, 5,700 ambulatory surgery centers, 16,000 long-term care facilities, 13,000 assisted living facilities and approximately 300,000 healthcare facilities with business contacts. Learn more about how our email solutions can help reach the prospects you need to grow your organization today. In case you missed the previous articles of this effective email marketing series you can catch up by clicking the link below. Part 1: Crafting effective email marketing campaigns

Part 2: Crafting effective email marketing campaigns

January 9, 2019

Email marketing is powerful for hospitals and healthcare facilities when executed correctly. According to Healthcare Success, 90 percent of adults prefer visiting a doctor’s office that communicates via email. It’s a convenient way for patients to get necessary information quickly without having to call the office and wait on hold for a question that could be answered by a message that’s already in their inbox. But you can’t just send a generic message to everyone in your audience – using personalization in the subject line and pre-header text will lure them in. Then, it’s all about creating wholesome body copy that they can’t wait to read. In Part 1 of our effective email marketing campaign series, we discussed the tiny details you need to pay attention to while crafting the perfect message to your target audience, plus the importance of personalization. This time, we’ll talk about developing your body copy and why storytelling makes an excellent idea in crafting the ideal marketing email: Make it easy for your audience to read emails on different devices. How to develop your body copy The language you use in the first few sentences of your body copy will determine whether the readers stays on the page or closes the email. You must develop a message that is informative, action-oriented and exciting. To optimize your marketing emails, keep the following tips in mind: Keep things brief. Make it concise but also relevant to your audience. Make sure it displays across different devices. Your emails should be compatible with various devices, such as smartphones, tablets and computers. Provide a call to action. Give your readers a reason to check out your website. Incorporate offers. Make the email sales-driven. Consider adding services options to the call to action. Don’t forget to market your facility. Use the email footer or signature to your advantage. Add links to your social media account to encourage engagement. Why consider storytelling in email marketing If you’re having issues establishing an effective strategy for your body copy, storytelling is a smart path to consider. According to Forbes contributor Nick Morgan, storytelling in marketing is essentially a way to grab the attention of your readers, encouraging them to continue reading until they tie up the loose ends out of the information. This is a positive and useful strategy to consider that uses emotions to develop a connection with readers, as Justin Hipps, vice president of email and digital strategy at HealthLink Dimensions described. “I believe when the brain sees or hears a story, its neurons fire in the same patterns as the speaker or storyteller’s brain,” he said. “This is known as neural coupling. ‘Mirror neurons’ create coherence between a speaker’s brain and the brains of his/her audience. In essence, storytelling literally synchronizes the listener’s brain with the teller’s brain, and typically, an emotional connection is established.” Thanks for reading the second part of our effective email marketing campaign series.  In Part 3 of this series, we’ll talk about new marketing trends to look out for as well as non-traditional strategies to consider. Did you miss Part 1 of the effective email marketing campaigns series? Check it out here: Part 1: Crafting effective email marketing campaigns. Need help strengthening your email strategy to reach healthcare professionals? We can help. Learn more about email solutions from HealthLink Dimensions here.

Part 1: Crafting effective email marketing campaigns

January 9, 2019

Effective email marketing can make a huge impact when it’s executed correctly. According to the 2018 Email Marketing Industry Report by Business Wire, 59 percent of marketers agreed that emails generate the most ROI for business. Additionally, 96 percent of organizations believe that they need to use data and insights to personalize their messages. Beyond the main copy in each email, you have to pay attention to the little details that will encourage your audience to open each message in the first place. In Part 1 of our effective email marketing campaign series, we’ll discuss the small specifics you need to pay attention to while crafting the perfect message to your target audience, and how important personalization can be: Use the subject line, from address and preheader text to your advantage In terms of marketing, the subject line is considered the most important section of the email for grabbing your audience’s attention and encouraging them to open the message. In fact, research by Convince and Convert found that 35 percent of email recipients reported opening an email based solely on the text in the subject line. “You should always emphasize a strong subject line,” said Justin Hipps, vice president of email and digital strategy at HealthLink Dimensions. “The first thing that stands out from a marketing perspective is your subject line.” “How you identify your facility through email has a major impact on your audience.” How you identify your facility through email has a major impact on your audience as well. Consider your from address your first impression and introduction to your readers – if this address is a Gmail account instead of a reputable IP domain that’s associated with your business, readers may be hesitant to take the email seriously. The pre-header text, often located under the subject line, offers more information about what the email entails. It acts as a teaser, if you will. “You want to use pre-header text to promote more opens,” said Hipps. “You want something that will grab the attention of the reader, a teaser line that compels them to open.” If you want to try a non-traditional email marketing strategy, you may consider taking a more unique approach to customization and personalization with the subject line and pre-header space.  One of the benefits of partnering with an HCP email solutions provider, like HealthLink Dimensions, is being able to leverage the email marketing expertise of an entire team and employ advanced deployment techniques. “Try merging the name in the subject line, pre-header and several other possible demographic fields for increased rapport and validation,” stated Hipps. How personalization goes beyond using names Another one of the easiest ways to grab the attention of your reader before the email is opened is by using his or her name. However, personalizing content goes beyond addressing your reader formally. As a healthcare marketer, one way to gain valuable insight is by surveying your patients. Ask why they visit your facility, what makes their experience more valuable and ways you could improve to cater to their wants and need. From there, you can craft a perfectly targeted email based on certain personas. Thanks for reading the first part of our effective email marketing campaign series.  Be sure to check out Part 2: Crafting effective email marketing campaigns to learn how to curate your body copy and why storytelling makes an effective strategy. You can learn more about HealthLink Dimensions' HCP Email Solutions here.