Author: Dr Lakshmi Vaswani (MBBS, DPB, MBA)
MedComms Consultant. Content Writer, HealthVerse
Introduction
Imagine a doctor on rounds, navigating a sea of patients and paperwork. Their phone buzzes – yet another email. But when they are SO overloaded with infromation, will your email be the one they ACTUALLY read? Emails sent to doctors and providers from healthcare businesses face a constant battle for attention, yet they boast a surprisingly high open rate – 41%*, far exceeding the industry average.
So, how do you, as a healthcare marketer, ensure your message stands out in this chaotic clutter? The answer lies in the art of the “digital drip” – a targeted, informative approach to email campaigns that piques a physician’s interest and keeps them coming back for more. Let’s find out more!
- Prioritize Mobile-First Design:
With their busy schedules doctors may steal a quick moment to check their email on their phone. If your email isn’t mobile-friendly, consider it lost.
Ensure your email has a mobile- responsive design with clear, concise messaging and large, easily clickable buttons.
- Leverage Engaging Visuals
“A picture is worth a thousand words” . This holds immense power in healthcare content. Step away from text-heavy emails and incorporate clear, relevant visuals. These visuals not only break up text but also facilitate faster comprehension. Think informative charts, infographics, or even high-quality medical images to visually represent complex medical data.
- Offer Actionable Insights:
Doctors are constantly inundated with information. Make your emails stand out by providing actionable insights they can integrate into their daily practice. Think updates on cutting-edge research, innovative treatment options, or recent drug approvals.
- Craete Bite-Sized Content
Time is a precious commodity for doctors. Respect that by delivering your content in easily digestible pieces. Bullet points, concise paragraphs, and bold headers will help them quickly grasp the essence of your message.
- Encourage Deep Dives
While brevity is key, don’t leave doctors hanging. Offer a pathway for deeper exploration by including links to full articles, research papers, or educational videos. This allows interested doctors to deep dive further in their own time.
Conclusion:
By following these strategies, you can craft compelling healthcare email campaigns that rise above the noise in a crowded inbox and resonate with busy doctors. Remember, the goal is to provide value, not just sell. Become a trusted source of information, and watch your open rates climb steadily.
