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In today’s digital world, medical practices have numerous ways to connect with their patients. And practices across the nation use a variety of different marketing strategies to communicate their services. Nowadays, competition is fierce and medical practices are getting creative as to how they can attract potential customers.
Long gone are the days of only utilizing traditional marketing. Now, doctors and other medical practitioners have started taking advantage of internet marketing. With billions of people online every day, it is clear that using internet marketing strategies would be very beneficial. And one of the top ways to reach patients via the internet is email marketing.
What is email marketing?
Email is as old as the Internet and it has become one of the most popular forms of communication throughout the years. And because of the increasing number of people who are using email, which is predicted to grow to 4.1 billion by 2021 according to Statista, this suggests that it is not going away anytime soon. Additionally, email has an average return on investment (ROI) of 3,800 percent according to Salesforce. This means that for every dollar invested, the average return is $38! And what’s even better is that with email marketing, you can track the performance and impact of every email that you send out. Therefore, with the numbers presented above, you can definitely conclude that email marketing is beneficial.
Basically, email marketing is using emails to promote different products and services. As a medical practice, you can use it to develop relationships with potential patients and keep current patients informed and updated on the services that you offer. Aside from that, it lets your patients know about promos and discounts.
Additionally, email marketing allows you to create targeted and personalized messages. This can be effective in building meaningful relationships with your patients. However, it is also important to remember not to overuse email marketing. Sometimes, receiving too many emails from one organization can be irritating. And it can result in your patients deleting your email, sending them to go to their junk folder or even unsubscribing. You don’t want that; you want to always be able to connect with them.
What are the types of Email Marketing?
There are different types of email marketing used by medical practices across the nation. Here are some of the prominent ones:
Newsletters are a powerful marketing and communications tool that is typically sent to inform patients about the latest news, tips, or updates about a practice. And they are actually a good way to cultivate a long-term relationship with patients.
And newsletters come in different forms, and they can have a wide range of different content depending on what a practice wants. The point of using email newsletters is to keep the people who subscribed on your website connected, engaged and informed on what’s new in your practice. And as a result, hopefully, it will help you gain more patients.
This is the email you get when a specific action is performed by your customer. For instance, you will get an email when you sign up for a webinar. You will then be instructed to fill out a form for with basic information. After you fill out the form, you should receive a thank you email. This is an example of a transactional email. In US Healthcare, transactional emails are also used for medication reminders, sharing lab test results, medical proof of delivery, and billing reminders.
Catalog email marketing is somewhat similar to a newsletter email, however, it focuses more on images and short descriptions. It sometimes shows prices on products and services. Catalog emails are like a digital version of a hard copy catalog. But the advantage of using this one is that it’s much cheaper and no printing costs are incurred. Medical practices can create catalog emails containing the services they offer and the prices for each service. They can also put the equipment and facilities to entice more patients. This would help raise awareness of your current and potential patients.
Video email is a type of email marketing that is a combination of a newsletter email and catalog email. It consists of having images, video footage, and graphics. There are a lot of video applications to choose from to assist you in creating this type of email. Some of the video application you can use are Covideo, BombBomb, and Headliner.
Why use email marketing?
You might be wondering why it is important for medical practices to use email marketing as a way to reach out to their patients. Here are a few of the top reasons:
Email marketing is cost-effective.
One of the most evident advantages of email marketing is that its lower in cost compared to some of the other marketing channels. With email marketing, there are no printing costs, advertising fees or postal fees. Practices can just pay for a software that does the email marketing (and there are even some that are free up to a certain number of contacts!).
Email marketing strengthens customer relationships.
It’s not easy to grow lasting patients relationships. One of the foundations for building a solid, lasting relationship is interaction. That is the goal of email marketing — to have constant interaction with your patients. With the use of email marketing, it is reminding them that you value them as your patients. And it helps to keep your patients thinking about you all year-round.
Email marketing increases leads.
By encouraging your website visitors to sign up for your email list or newsletter will be one to generate more leads. There is a higher chance that your subscribers will forward these emails to their family and friends or share it to social media.
Email marketing drives conversion.
Driving conversions is the top priority of healthcare marketers. Email marketing is more effective in click-through rates than social media. The marketers can actually track the patient journey from receiving the email to scheduling an appointment.
Email marketing increases sales.
Email is one of the most successful marketing mediums on the web. Moreover, research shows that email marketing helps generate more sales than social media. If you have a new promotion, people can click on links and follow your call-to-action button immediately. It also accounts for approximately 23% of sales and the return of investment (ROI) of email marketing is twice as much as the average of all other online advertising efforts.
How can email marketing help your medical practice?
As we have already established, email marketing is a highly effective and inexpensive way for medical practices to reach patients. In addition, it provides direct communication to their existing patients, as well as their potential customers. Email marketing improves patient communication and increases patient engagement. Furthermore, email marketing also helps inform your patients about your current services. It positions your organization as a reliable source for health information. It has also been proven that using email marketing will help your practice gain a competitive advantage over your competitors who don’t.
There are a lot of ways that you can take advantage of email marketing. But sometimes, you just don’t have the time to send those emails. Website4MD can help you with that. We can help you inform your patients about your services by sending out visually appealing emails to your patients. Our team can design your e-newsletters and launch your email campaign. Interested in learning more? Hop on a call with one of our marketing specialists.