Healthcare marketing is a difficult field with an exceedingly large amount of important information to be communicated, which, if done incorrectly, can have legal and even medical repercussions. For this reason, many in the sector choose to utilize business email to reach potential patients and leads, as it can offers a space in which medical instructions and full explanations can be offered and consumed at the leisure of the recipient.
Make it personal – and informative
As healthcare providers know, their field is a deeply personal one. Their products and services can help ease pain, allow people to live fuller lives and sometimes even be the difference between life and death. But how can professionals in the sector communicate this to targeted email lists?
A recent article from Modern Healthcare urged marketers in the field to make an emotional connection, such as including links to videos and social media where patients are telling their stories and connecting with other people. This not only gets a healthcare organization's name out there, it shows potential patients how much a provider really cares about each and every person who walks through its doors.
"Invite conversation and respond to it," Kim Fox, vice president of healthcare marketing firm Jarrard Phillips Cate & Hancock, explained to the news source. "It's word-of-mouth marketing in a brand new way, using a different kind of tool, and a tool that you can monitor and engage in."
Investment in the channel is increasing
For the past few years, healthcare organizations have been shifting where they invest their marketing dollars, moving away from traditional media and into new online sources. In fact, citing data from Kantar Media, the news source reports that spending on television ads in the sector fell by 7 percent from $395.3 million to $369.3 million, whereas investments in online media rose by 20 percent to $57.2 million between 2008 and 2009.
However, there is still a lot of room to grow. Recent research from MarketingProfs identified three ways healthcare marketing professionals can begin to revamp their engagement approaches, and they're quite easy: listen, participate and learn. The three steps are about breaking out of a traditional consumer-mindset to begin to build a more personal relationship with patients. Using these three very simple ideas, the source asserted that healthcare organizations can begin to tailor their messages to their patients.