People are more likely to engage with content that comes directly to them through familiar channels and methods. Consistent with this, the use of email in medicine has increased significantly in the last few years. In fact, 44% of American physicians now use email in some capacity to communicate with patients. With the growing popularity of podcasts in health care and the increasing number of platforms designed for patient engagement and content curation, creating automated processes to collect and nurture leads is essential.
But, just because email is popular, that doesn’t mean it’s easy to build an opt-in list of contacts. Just like any other marketing channel, the effectiveness of an email campaign heavily depends on the size of your audience. To create effective leads, you need to start with a solid base of engaged and interested patients.
Focus On A Single Audience
When you’re just getting started, it’s important to keep your focus limited to a single audience. This should not be confused with marketing to a general audience; you should be developing and refining your marketing message specifically to attract and influence the people that matter most to you. To do this, you need to understand your target audience’s needs and challenges. Only then can you craft a powerful message to persuade them to opt-in.
When developing your message, it’s important to keep in mind that there are various types of eye care providers and practices, all with unique problems and opportunities. To solve these problems, you need to provide answers that are tailored to their specific situation. The more you know about your target audience, the more you can tailor your approach to be effective. This also means you’ll need to get to know your target audience so you can understand what they want and need. To put it simply, you can’t treat all your patients the same and expect to be effective. That’s why establishing and following specific processes is so important.
Develop Your Patient Population
It’s no secret that, in the United States, the population is heavily fragmented. One estimate puts the country’s fragmentation at about 214.9 million people, most of whom are connected to some type of social media network. While it’s easy to reach millions of people on social media, getting them to take notice of your brand and content is another matter entirely.
To begin engaging with patients and establishing an email list, you’ll need to do some research to identify the right audience. One suggestion is to look to your social media platforms for information about your patient base. Alternatively, you can review your email marketing software’s “incoming mail” to see if anyone has already opened and interacted with your communications. In either case, you can use the data to develop your patient population. Once you have a good idea of the people you’ll be targeting, you can begin to develop a strategy to reach them.
Don’t Forget About The Basics
With any marketing campaign, it’s important to keep the basics in mind. This means things such as creating a strong, descriptive headline that captures the attention of readers, building a unique brand for yourself, and ensuring that your website is accessible and functional. While you might like the idea of a fancy, dedicated website with all the bells and whistles, these additions might not be as helpful to your overall cause as you think. Instead, make sure you focus on providing a good user experience by keeping your website simple, clean, and streamlined.
Use Email To Its Full Potential
Once you have a strong patient base, it’s time to expand your efforts into the digital sphere. Like any other form of marketing, the power of email cannot be overstated. Studies have shown that, when used correctly, email can be one of the most effective means of marketing. To put it simply, people are more likely to remember an email address than they are to remember a telephone number or a vague physical address. This is why many businesses and organizations use it as a primary means of communication. If you want to be able to track the success of your campaign and see the benefits in your email clients, then you should consider using email marketing software such as Mailchimp or HubSpot. These applications can take the drudgery out of sending out mass emails and allow you to closely monitor the results of your campaigns. The key is to keep things as simple and straight forward as possible. With the right software in place, creating automated emails to deliver content to patients is easy.
As you begin to generate more and more leads through email, it’s time to put into practice some of the marketing strategies discussed in this article. Not only will this help you find the right patients for your practice, it will also provide you with the building blocks to enter the electronic era.