In a world that is increasingly digital, it makes sense that the healthcare industry is starting to take advantage of email in order to better reach their patients. Despite our inboxes becoming saturated with sales promotions and offers, healthcare has a unique opportunity to connect with ‘customers’ by offering personalized health information that they may not otherwise get. We all know how difficult it can be to get a doctor’s appointment, so engaging via email is a smart and easy way to make patients feel seen and cared for from the comforts of their own home.
Here are some tips on how to stand out in the inbox and create successful content within the healthcare vertical.
1. Tag Your Content
As with any industry, there’s no point building a complex communication strategy if you don’t understand at what stage a specific content piece performs best within your patient’s journey. For example, are patients more likely to engage with videos at the beginning of their journey or the end? We tag our emails with both the stage of the patient journey they’re targeting (awareness, interest, engaged, etc.), as well as the type of content found within the emails.
Tip: Tag your emails in an easy to recognize format so that when you pull reports, you can easily spot trends:
01 – [AW][VD] How to prevent joint pain (AW = Awareness & VD = Video)
2. Be Precise, Give Options or Ask a Question
As it turns out, people like exact solutions to their health issues. We’ve tested LOTS of subject lines and here’s what consistently has the best results:
- Specific numbers – These are probably the best performing emails we send on behalf of our healthcare clients, with average CTRs of over 35%. Examples include: “10 Questions to Ask When Seeking a Second Opinion”, “3 Myths about Melanoma” or “5 Things to Know Before Your Hip Replacement Surgery”
- Treatment options – Medical issues and diagnoses are scary and full of unknowns. Giving people alternative options can help relieve stress and make people feel in control of their outcomes. “A New Treatment Option for Heart Failure” or “What to Do After You’re Diagnosed: Treatment Options”
- Questions – Asking questions works well because oftentimes, they probably reflect what your patients are thinking themselves: “Diagnosed with Kidney Cancer: Now What?” “How is Asthma Diagnosed and Treated?”
3. Include Key Calls-to-Action links throughout Communications
Ideally, we want all of our leads to see every piece of content – however, that’s probably not realistic. At the end of the day, the point of content is more than just a marketing campaign – it’s to provide patients and/or their loved ones with guidance about their healthcare concerns. Therefore, make sure all of your emails include ‘Quick Call-to-Action’ links to get them to the most important pages for your campaign. Regardless of where someone is within the engagement process, we don’t want them to have to wait until the end of the campaign to take action if they’re ready.
So, what do you think? Did we miss any key tips for developing engaging healthcare emails? Sound off in the comments below!