Effective Email Marketing for Healthcare Businesses – All You Need to Know

Gaurav Dhingraby Gaurav Dhingra11 May, 2018

As per McKinsey, email marketing is 40 times more effective as compared to Twitter and Facebook combined in attracting new patients. As many as 89% marketers use emails as the main tool to generate more leads.

The above-mentioned facts shed light on how important email marketing is for the businesses operating in the healthcare sector. The healthcare industry today is digitally dominated and a large chunk of the customers use email for one reason or the other. Do you know that the number of email-users, is expected to rise to 2.9 billion by the year 2019? This further clarifies the importance of investing your resources, time, and expertise in getting email marketing right. Effective email marketing is critical in the healthcare industry and for all kinds of healthcare facilities. It is here to stay and is getting stronger every passing day.

Email marketing is an effective strategy for the marketers who are looking to enhance patient engagement, increase the rate of retention, as well as increase their return on investment. In fact, more appointments are set by the patients who visit your healthcare website via email marketing. It is an easy and convenient way to keep your patients informed about any change or addition in services, and also allows the patients and the medical practitioners to stay well connected to one another.

Benefits of Email Marketing for Your Healthcare Business

According to research, getting emails from the healthcare practices they are connected to is preferred by the patients. In addition, email is also an effective communication tool and as many as 95% of the healthcare professionals make use of it for communicating with one another. Email marketing helps build relationships between the healthcare services and patients; it is a highly cost-effective marketing tool as you don’t have to spend on paper and stamps. Email marketing continues to be one of the most effective marketing channels for the healthcare businesses. Here are some of the common benefits offered by email marketing to the healthcare businesses.

1.Increased Leads

You can generate a number of new leads when you ask the website visitors to subscribe to email. You can then also ask the subscribers to spread the word among their colleagues, friends, and family, and also share it on social media so that more people know about what you are offering.

2. Improved Sales

Sending the right emails to the right customers also increases the chances of enhancing sales. It is important to send the right message to the right audience through a process called list segmentation that eventually encourages them to become customers of your healthcare business.

3. More Conversions

Do you know that the rate of conversion through email marketing is at least 6 times more than the social media? In addition, you are also able to track the journey of the patient right from the time they receive an email to the time they schedule an appointment.

4. Cost Reduction

There are no big costs associated with email marketing as is the case with other marketing tools and channels. You don’t have to pay for any postage, advertising costs, or prints. It all gets done online through paid monthly plans.

5. ROI

The return in investment on email marketing is huge. As per reports, for each dollar you spend on email marketing, the return, on average, is $44.25. You can also track the impact and performance of each email which allows you to calculate your ROI easily.

Best Practices to Follow

According to research, getting emails from the healthcare practices they are connected to is preferred by the patients. In addition, email is also an effective communication tool and as many as 95% of the healthcare professionals make use of it for communicating with one another. Email marketing helps build relationships between the healthcare services and patients; it is a highly cost-effective marketing tool as you don’t have to spend on paper and stamps. Email marketing continues to be one of the most effective marketing channels for the healthcare businesses. Here are some of the common benefits offered by email marketing to the healthcare businesses.

Build Opt-In Lists

While it is quick and easy to swap information with other practices or buy databases, it is best to avoid indulging in such practices. The best thing to do is make your own list through the opt-in option given to the visitors. It is more time consuming but you will have people who actually want to receive the information you are providing them. This is a more sustainable approach as this allows for lesser unsubscriptions and more engagement. It is also important to keep this opt-in list to yourself and not share it with other practices, as you will be undoing all the hard work you have done this way.

Email Frequency

It is very important to send emails at the right frequency to the patients. Most of the people get annoyed when too many emails are sent to them and they end up unsubscribing once and for all. Email frequency should be kept in mind if you want your email list to remain stable. You are going to end up losing your valuable customers if you send too many offers or emails to them.

Automate it

Thanks to the advances in modern technology, you can now automate the process of sending emails to your patients according to their preferences of time, subject and other variables. Most of these email services also allow you to configure emails in a way that one thing leads to another. Each patient provided us a personalized experience based on the actions they take. This allows you to focus your attention on more important parts of the business and let these email services do the email marketing for you.

Timings of the Email

Depending on your business goals, here are the best timings to send emails to the customers:
? Between 10-11 a.m.
? Best day for sending emails is Monday and Sunday
? For high open rates, Tuesday is the best day to send emails
Make sure you send emails according to the time zone your specific audience lies in. This can help you get results easily.

Refresh Healthcare offers detailed email marketing services that can help you build your brand. With experts by your side, you will be able to make the best of your email marketing campaigns.

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ABOUT THE AUTHOR

Gaurav Dhingra is digital marketing expert for healthcare companies, backed by robust technology team to develop strategy and execute plans to perfection. He is a passionate, dedicated and truly empathic listener, who has made a life of designing and delivering digital
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