While in the past physician outreach teams used to rely on phone calls, face-to-face meetings, and the occasional fax and e-mail for advertising, nowadays they rely mostly on digital communications in real time. In this article, you can find out more about the 7 types of emails that can make a positive change in your physician referral management programs.
Sourced through Scoop.it from: www.pardot.com
According to a report done by HealthLink Dimensions, 73% of physicians prefer to communicate via email. Although it is very easy to manage email campaigns, as you can pre-program them to auto-send using marketing automation platforms, 43% of the health systems still don’t use such a feature.
The next part of the article is for those organizations that use such a platform, or are considering using one, as it presents 7 types of emails that can improve your physician referral management program.
- Welcome Email
Example: Sign-Up Thank You
Sending a welcome email is an essential strategy used by most marketers, as it is a perfect occasion to formally present your brand and to clarify your brand’s services. These emails should be sent immediately after signing up, and they can be personalized based on the physicians’ first interaction with your organization. Sending these e-mails can be even easier by using a marketing automation platform.
- Confirmation Email
Example: Newsletter Sign-Up Confirmation
An auto-send confirmation email should be sent when a physician completes a transaction or signs up, so that they can know that the transaction went through and be able to refer back to their action.
- Lead Nurturing Email
You can set up a lead nurturing email campaign to focus on marketing your brand to select physicians. These campaigns consist of emails that aim to inform the clients about your brand’s services, using content that is relevant to each particular client. The emails are usually connected and sent automatically through the marketing automation platform.
- New Content Announcement
Emails of this type are sent when you have something new to share with your audience, that is also relevant to them, such as a new blogpost, e-books, publications, releases. These emails should be short and concise and include a call-to-action that should take the receivers to the new content.
- Dedicated Send
If you need to send a message or an announcement to a specific group, Dedicated Send emails are perfect for it, and can be scheduled easily using a marketing automation platform. They are usually used for event invitations, updates, and even to advertise a specific service, customizing its presentation for a smaller audience.
- Co-marketing Email
A co-marketing email is used when you advertise a collaboration with another company or health system to your physician audience. In order to make the collaboration clear, you should include the logo of the company and also explain the partnership, describing the advantages it brings to the physicians too. These emails can also be programmed using a marketing automation platform.
- Sales (or “Physician Liaison”) Emails
Although it is included here, this is closer to an email strategy. Therefore, they should be developed along with the sales team, so that these emails are complementary to the others activities of the sales team.
For more information on email marketing, visit the Salesforce Pardot website and read the original article.
A marketing automation platform has a wealth of uses. To find out more about marketing for health systems and how we can assist you visit Healthconnexions or contact us at info(at)ealthconnexions.com.