HealthDecember 06, 2019

Is your healthcare email marketing program performing optimally?

A few simple strategy tweaks may be all you need to increase your HCP email response rates and ROI.

Email is the proven workhorse among all the possible digital marketing tactics, but how can you be sure it’s pulling all its weight? Sometimes a few simple strategy tweaks may be all you need to increase your email response rates and ROI. Are you optimizing your email marketing in these vital areas? If not, you could be missing out on valuable brand engagement, or worse, not even making it into the inboxes of your target audience.

1. Keep your email lists up to date

Who’s on your email lists? Are they people who signed up at a trade show or filled out a form on your website? Did they opt in on another digital marketing platform? Or did you buy the list? With the growing rate of physician and nurse turnover, it’s crucial to regularly review your lists for accuracy. Using a list that’s out of date is simply throwing marketing money away.

2. Get the timing right

An email campaign seems simple enough: You send out a message when you want HCPs to act, for example by requesting an appointment with a medical device sales representative, prescribing a drug, or registering for a webinar. But when you send just as important as what you’re saying. Invest in software that schedules email sends based on a user’s behavioral profile to ensure that HCPs receive your message when they’re most likely to act.

3. Create personalized content

Your email recipients have diverse needs, wants, and concerns. Physicians, for example, are looking to offer the best patient care, while purchasing directors are looking for cost-effective treatments. And physicians of different specialties may have even more specific needs. So, don’t send a one-size-fits-all message to your recipients — the most successful email campaigns offer personalized content that speaks directly to the recipients.

4. Strengthen your call to action

Take time to examine your call to action (CTA) — the hook that compels readers to click through. A CTA should be obvious, intriguing, and have a sense of urgency. Remember that HCPs are limited in time, so keep your CTA short, simple, and don’t offer more than one. Try A/B testing to see which CTAs have the highest click-through rates.

5. Optimize your campaigns for mobile

85% of physicians use their smartphones to open emails associated with their practice or specialty*, yet marketers all too often forget to optimize their email campaigns for mobile. If you’re using third-party vendors to handle your campaigns, make sure they’re using templates that can be read on mobile devices, or else your reach will be limited no matter how much time you invest in optimizing your campaigns.

*Source: Kantar Sources & Interactions 2019 Med/Surg

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