Email Marketing for Doctors
What is Email Marketing?
Email Marketing involves sending emails to prospective or existing patients to communicate a message.
Email Marketing is a form of Content Marketing but by using your patient database and filtering you can focus your messages based on:
- Patient Stage - existing, perspective, before or after treatment etc
- Patient Type - Sex, Attitude, Geographics etc
- Condition Type - disease, treatment etc.
Because emails are your patients passport for most things online. So everyone has one and uses it. Using email is still a powerful medium. Emails move your patient relationship forward. Email Marketing is not expensive and can deliver low cost and measurable benefits
Why Email Marketing?
Many doctors focus considerable marketing efforts on attracting new patients. Often, however, they have an excellent and low-cost source of new and repeat patients at their fingertips.
Your practice database can be utilised to help achieve improved outcomes in many areas of your practice. When Email Marketing is done well it can be a highly effective yet most under-used form of digital marketing.
Facebook Messages are not a substitute. Facebook's offering is constantly changing and they charge you to collect and you also pay to send messages.
Email Marketing Benefits
When you send we structured email you:
- Demonstrate to your customers that you care,
- Show your patients that you run a professional practice,
Email Marketing helps by:
- Boosting your Google Ranking, which will inturn,
- Sends a lot more organic visitors to your website, with more,
- New Opt-ins and more new customers, and more
- Build stronger relationships & assist returning visitors,
- Drives your website’s rank.
- Follow up with prospective patients & enhance practice messaging
- Communicate extended services, &
- Recall old patients & remind existing patients
- Help with patient preparation & educate patients on what to expect,
- Offer Date & Time-related communications
- Communicate targeted offers or request more information
- Survey your patients (for
Reputation Marketing Optimisation) & seek personal
referrals
When you send interesting, targeted and useful information it is like making a deposit in a bank.
๏ปฟWhen you send a selling email it is like a withdrawal.
| Reason | Benefit |
|---|---|
| Return Visitors | More people come back to your website |
| Time on Site | With good content, they spend more time on site |
| More Updates | Visitors will comment on which updates sites |
| More Shares | With good content, visitors Like & Share it |
| Page Rank | With more Shares (backlinks) your Google Page Rank goes up |
| Organic Traffic | With a better Page Rank you get more organic traffic = better overall ranking |
Email Marketing Multiplier Effect
Emails that are targeted by segmentation will greatly multiply their efficacy. Emails should be segmented into groups or types of patients:
- P - Prospects: patients who are connected but are unaware of what you do in detail (database details: name, email)
- L - Leads: patients you know what you do, but have not proceeded. They may have called, or had an assessment or appointment but have not committed (database details: phone, email, address, condition)
- C - Patients: patients who have purchased the service but could buy more (database details: everything)
- PP - Past Patients: patients who stopped buying but could return (everything)
Why Doctors Don't Send Emails
- They don't understand the importance
- They never invested time to set up a proper CRM system for their practice
- They don't plan ahead so they don't know what to say
- They don't have a good reminder system to ensure they follow through & send as planned
- They have a mental block around sending emails as they fear any negative comments
Great Emails Don't Sell
Emails Help Patients and Nurture Relationships
Emails are a leveraged and low cost approach to communicating with your target audience. They are an excellent way to help patients with their decision journey, post-postoperative recovery or simply with your communications to referrers.
Email Marketing can be a key component in several strategies including lead conversion, patient education, referral and reputation programs. Emails can also be effective in outreach strategies to past patients or referrers.
Who Can You Send Emails to?
Prospects
When people show interest, whether online, our in your rooms collect email their email.
Patients rarely fully comprehend the benefits or technical points. Help them using emails that address their questions and concerns.
Use these helpful touchpoints to improve your patient engagement.
Patients
Your patient database can be easily leveraged by employing emails.
Helpful emails for patient education, post consultation reinforcement, process automation or for integrated patient care plans, can make a big difference.
Doctors under use this highly effective medium and it's the patients who miss out.๏ปฟ
Referrers
Regular or occasional referrers can benefit from an email that makes their job easier or more effective.
Like everyone nowadays brevity is essential. Effective graphics, headline and subheads are essential. Ensure your message can be understood within 15 seconds.
Great emails will reinforce a positioning as a thought leader.
Integrated Email Marketing Specifications
Integrated Patient Database
Your database should include both basic demographic data (name, address, date of birth, etc) as well as source, diagnostics, conditions, treatments, important dates, known outcomes, prospective journeys and actionable or relevant data.
- Grow your patient database every time a visitor enquires or interact with your website
- Centrally manage your patient's campaign subscriptions
- A full history of past campaigns sent to each patient including open rates, actions are taken and links clicked
- Allow patients to view their past enquiries via secure "member only" areas
- Allow patients to keep their details updated via secure "member only" areas
- View on a per-patient basis details on every action they've taken on your site
- Customize and extend the patient Database to suit your business
Web Form Builder
- Build patient enquiry web forms without any programming
- Add custom fields to your web form to suit your practice
- Automatically captures and populates every enquiry in your patient database
- Use a built-in business workflow framework to automate follow-up, set reminders and escalation rules. Choose to be notified via email and/or SMS.
- Report on web form submissions including custom fields and easy linking
- Allow patients to upload files within web forms
- Add Image Verification to web forms to stop spam submissions by bots
- Allow patients to subscribe to one or more campaign lists within web form
- Automatically subscribe patient to a Secure Zone upon submission of a web form
- Easily add a web form to any web page
- Customize the landing page patients see after submitting an enquiry
- Customize auto responder email sent to patients after they make an enquiry
Email Marketing
Once you have a database with suitable fields, it can be used to affect any number of marketing outcomes.
Using technologies such as email marketing, SMS, survey tools and other platforms that are integrated with a database and workflow tools can allow your practice to deliver very effective marketing strategies.
- We design and build your email
- One-off and loyalty based campaigns
- Reporting beyond open rates and bounces reporting and see what actions patients take
- Integrated patient database that grows as patients subscribe or interact with your website
- Use the patient Report Generator to dice and slice your patient database for better targeting and results
- Systems to increase email deliverability and reducing spam
Email Types
- Send Sequential, Nurture and Patient Journey emails
- Setup Birthday Loyalty Campaigns, e.g. send happy birthday messages
- Setup Anniversary based campaigns, e.g. based procedure dates
- Setup Multi-Part email newsletter series. e.g. patient signs up
- Graphic or Text Emails, mobile and desktop versions
- Send segmented campaigns to any patient group or your entire patient database
- Preview your campaigns by emailing it to yourself or anyone else before finalizing
List Segmentation
Having a well-populated database allows you to segment or filter your list so that you can help your patients with decisions, treatments, timely advice, education or other messaging.
- Create an unlimited number of lists for better targeting and results
- Use a patient report generator to dice and slice your patient database
- Easily add a subscription box to any web page to allow patients to subscribe to your newsletters
- Customize the landing page patients see after subscribing to your list
- Customize auto responder email sent to new subscribers after they subscribe
- Double opt-in mechanism
- Be notified via email every time a patient subscribes to a list
Email Marketing Reporting
- Track Open Rate of HTML emails
- Track Links clicked and most popular links
- For the first time track patient Actions e.g. patient made a purchase, the patient made an enquiry and so forth
- Track bounce rates
- Track patient unsubscriptions from your campaigns
- Sophisticated patient reporting framework
- Filter on any system or custom field
- Save any report and run later
- Export any report via APIs for further analysis
Email Marketing Features
Do your emails enjoy an open rate of greater than 40% or do people opt out faster than you can build your list?
Are not getting noticed? Do your email campaigns look professional Is your message getting to the people who need to hear it?
- Sophisticated statistical data
- Professional Designs
- Access full statistics
- Easy List Management
- Sign-up forms
- Existing email importation
- Automatically subscribe
- Auto unsubscribe contacts
- Confirm opt-in subscribers (if required)
- Segment based on actions or data fields
- Create Autoresponder campaigns
- Automatically format and deliver HTML or text email
- Upload, store & manage images
- Preview email desktop and mobile
- Easy Edits
- Send and Track
- Anti-Spam, Can Spam Act Compliant
- Personalise each email automatically
- Schedule sending date and time
- Automatically Bounce Management
- Export list information
- Open & click tracking reports
- View complaints, if any
- Unlimited List / Database Fields
- Demographic Reporting and Analysis
- Automated Triggering and Scheduling
- Focus groups / AB Testing
- Many advanced features