10 Easy Ideas to Improve Patient Experience
December 8, 2022
Marketing is at the heart of any business‘s success, and healthcare organizations aren‘t exempt. For any medical practice owner trying to grow their practice to new heights, it’s essential to consider all available digital marketing avenues for today’s digitalized patients.
One of the most promising marketing channels is email marketing, and every practice owner should look into it for several reasons:
As you can see, email marketing has some great perks and is worth considering. But the fact remains that if you don‘t know how to leverage this marketing channel, you won‘t see the growth you‘re looking for. So, in this article, we’ll give you helpful information you can use to grow your healthcare practice with a stellar email marketing campaign.
There are several types of emails healthcare providers can send to their patients to accomplish their practice’s unique objectives and foster growth. Keep reading to find out how to use email marketing to reach your prospects and existing patients.
Now that you know a few types of emails you can incorporate into your email marketing campaign, we'd like to present some tips you can use immediately to jumpstart your email marketing efforts.
Sending out emails with any information violating HIPAA privacy laws can result in sizable fines, criminal charges, and jail time. So, we must stress the importance of ensuring your emails are HIPAA compliant. It’s always a good idea to brush up on HIPAA regulations before drafting emails - here’s an overview of the privacy rules from the HIPAA Journal website.
The truth is that not every patient in your practice should receive the same email. Why? If an email feels impersonal or overly generalized, your recipients may unsubscribe from your email list or simply ignore your emails. The solution? Segmentation.
Segmenting your audience can increase your emails’ relevance, boosting open rates and conversions. Though audience segmentation requires a bit of legwork, once you’ve gone through the initial segmentation process, you’ll have defined audiences to send tailored emails to.
You’ll need to first obtain relevant data on your target audience. Once you’ve got that information, group your patients and other targets according to specific criteria. Healthcare marketing teams often segment their targets and patients based on personal interests, location, gender, and more.
The first thing that your email recipients will see before opening up your emails is your subject line. Those 60 characters determine whether your patient will open the email, read it, or ignore it, and move on. So, you need to get your subject lines right.
Here are some tips to ensure that your subject lines are adequately optimized:
Do you need some email subject line templates to get started? Read this article for some ideas. We recommend you use email templates as a guide and fine-tune them to your unique practice and objectives.
Testing your subject lines is paramount. How else will you know how well your subject lines are doing? The primary metric to keep track of is the open rate. If you notice that a specific subject line resulted in a low open rate, it’s time to tweak something about that subject line and try again.
This same thing applies to email content (what the recipient will see upon opening the email). To reach each segment, you need to send personalized email content. And to do that, you’ll need to get to know your audience intimately.
No one likes to be bombarded with emails, so it's never good when a practice sends constant emails to patients or prospects. Sending emails too infrequently can be a problem as well. Your email subscribers should know your practice and think of it before competitors - so it’s vital that you send enough emails to keep your practice on their minds.
Successful medical practices send out email communications twice a month and thrice a week. The sweet spot for your emailing frequency will likely fall in this range but may also vary based on the time of year. For instance, during the summer, you may send out a couple of extra emails here and there for seasonal events, webinars, or promotions.
To build trust with new prospects and keep your relationships with existing customers on good terms, ensure that every email contains an unsubscribe link. Your email subscribers should always be able to refuse your emails if that’s what they desire. It’s never good to force unsolicited advice, promotions, or requests on people.
Any email meant to encourage a specific action from the recipient should include a CTA, also known as a call-to-action. For instance, if you‘re sending out a newsletter mentioning an event, clearly ask the recipient to sign up or reserve a spot. And on any email, you can include a CTA to opt-in to receive promotional emails.
When it comes to email marketing, you don’t want to be vague. That’s why you should always include a CTA, instructions, or a link to complete whatever action you’re encouraging. Otherwise, your target may be confused or even put off by the vagueness of the message.
Even with the best of intentions, you’ll quickly realize that email marketing is no walk in the park. So, if you tackle email marketing without the appropriate tools, you’ll not only be exhausted, but you won’t be using your time wisely. That’s where technological innovations come in.
DearDoc is a technology-based companion poised to bolster your marketing efforts in a huge way. It’s a comprehensive suite of marketing and growth tools created specifically for medical practices. Here’s how it can help:
Book a quick demo to see how DearDoc can help your practice: