Healthcare Email Marketing

Email marketing is effective because it continues to be a personal way of connecting. According to HubSpot, 77% of Baby Boomers believe email is the most personal channel for communicating with organizations. Healthcare emails have above average open (23%) and click-through (3%) rates. The classic “Rule of 7” proposes people need to see ads an average of 7 times before taking action. But that number has increased. New data shows that, with the proliferation of ads, the average person is now exposed to 5000 ads per day. Email is a fantastic, low-cost way to get your message directly in front of people.

It’s hard to ignore a dripping faucet. Email marketing operates under the same principle. “Drip campaigns” are automated sequential emails that use psychological principles to guide prospects through certain phases prior to making a purchase. Marketers call these phases the sales funnel.

The three basic phases are: awareness; consideration and comparison; and action. As long as someone remains on your email list, the potential exists to continue recycling them through your funnel, not only from the initial event prompting subscription but also for additional initiatives based on customer segment and interests. Email marketing helps you acquire new patients by providing regular reminders of the value of your services. can give someone who is uncertain about your services the additional information they need to make a decision.

Email is valuable to for-profit healthcare organizations because it is a powerful tool for remarketing and converting prospects who have not yet made a purchase decision. Email is low-cost and effective. For mission-driven organizations whose goal is to promote community health and wellness, email is a great way of connecting patients with messaging that raises their awareness around various health matters. All healthcare organizations can benefit from automated and event-based emails for onboarding, reminders, ongoing support and patient retention.

Costs vary but typically range from $2500-$5000/month. Factors influencing cost include planning: email landing page; supporting collateral copywriting and design; number and frequency of emails; automation sequence and event setup; and any migrations or integrations needed.

Email marketing is great for for-profit and mission-driven healthcare organizations. Few other marketing channels have the same level of personalization and can so readily connect with prospects and patients. Email is a leading remarketing tool and helps healthcare organizations with onboarding, reminders, patient support, and retention.

Healthcare organizations benefit from working with an agency that specializes in healthcare marketing. Care and attention need to be paid to HIPAA compliance, as well as local laws, and all other regulations required of healthcare marketers. Be certain that the team you choose to work with has the capacity to execute your content and campaigns and perform any migrations or integrations you need. Last year, our team created 12,500 pieces of content for clients. We have a multiple award-winning development team. We are also a HubSpot Partner Agency staffed with marketing automation specialists.