How Doctors Can Use Email Marketing

Everyone, no matter what their financial status or health status, is likely going to get a lot of emails over the course of a day, many of which are business-related. Because of the sheer frequency, it’s easy for a lot of people, doctors included, to think that email marketing is a field that’s too crowded to be effective. This couldn’t be further than the truth. Statistically, email marketing is the most likely form of digital marketing to give you proper ROI. The difficult part is figuring out a way to make this method applicable to your practice.

For one thing, it’s important to know your audience as a doctor. Most people, unless they have a serious health issue, aren’t likely to talk to their doctor every day, even if they are trying to take good care of their health. This is why it’s a good idea for you to try and space out your email content with this in mind. For a doctor, an email every week or every good week is a solid pace to use, but you also want to pair this with a little more content to compensate for the lower circulation. For example, a newsletter talking about different health topics every two weeks is a nice combination of added value and audience targeting—two tenets that are essential when it comes to successful email marketing.

Along with pacing out your emails to provide added values, it’s important for doctors to implement a proper call to action. Depending on the medical field that you’re in, this may vary. In some cases, it may be about encouraging people to try and visit you if they are at risk to a certain condition. In others, it may be more about practicing good health habits. Whatever the case, make sure that your call to action is prominent and visible on both mobile and desktop. In addition, if it includes a link, make sure that the page it links to also has a clear call to action to help guide the email funnel along.

Finally, doctor email marketing is difficult because you may have to talk about medical topics while still keeping your language simple. Nothing sums up this issue more than subject lines. Remember, you want to draw people in, but not by scaring them about a health problem or promising something that you can’t deliver. Talking about external topics (seasonal changes, holidays) is a good way to be relevant and lead into your health topics.

Like any form of marketing, email marketing is done with the goal of getting a certain conversion in mind. For example, if you’re a doctor, the most likely conversion you’re going to be focusing on is getting potential patients to call up your practice and start an appointment. There are other alternatives as well, like potentially downloading a whitepaper or something else that you put up. In both cases, though, you need to make sure that your website is optimized to get the conversions that you want. The best way to do this is with the help of the professionals at Top Ranking Media. Schedule a complimentary analysis of your practice’s web presence and we can help you point out ways that you can improve.