People are starting to realize the importance of staying abreast of all the changes going on in health care. Thanks to the Covid-19 pandemic, changes to social distancing guidelines, and increasing importance placed on data gathering and analysis, there has never been a better time to be in health care.
While the transition from “business as usual” to “new normal” has been difficult, challenging, and in some cases, even dangerous, it has also proven to be incredibly valuable in helping drive improvements and changes that benefit everyone.
What’s more is that during this time of transition, the lines between industries (e.g., education, health care) and between countries have blurred, meaning there is an increased opportunity to influence and effect change. For example, as the US government works to reopen schools, universities, and non-essential businesses, it is essential that health care organizations, including medical practices and hospitals, continue to follow all the guidelines put in place to combat Covid-19. It’s also important that these organizations get the word out about all the changes so that their patients and community members are aware of and follow the new guidelines. Additionally, as the demand for health care increases, it’s important that providers continue to adopt new best practices. As the world adapts to life under “new normal” conditions, it’s also important that health care professionals continue to adapt and thrive.
Why Email Marketing?
The healthcare industry has shifted to digital communication and collaboration. Research shows that 60% of clinicians now use email in their practices. Additionally, 89% of consumers feel better understood through email compared to other forms of communication (i.e., text messaging, social media).
The shift to digital communication is important because it provides clinicians with more flexibility and access to patients, while consumers have learned to expect and demand immediate attention and action. Email marketing allows health care organizations to stay agile and keep up with all the changes, ensuring that their patients and community members are always informed about what’s going on.
When Do You Need To Send Out Your Email Campaign?
You should send out your email campaign as soon as possible after making the necessary changes. Waiting too long to send out the campaign can put you at a disadvantage and make it harder to get the word out to your audience. Additionally, it’s always a good idea to send out a short, informative email at the beginning to establish credibility and trust with your audience.
For example, if you’ve recently changed the way you treat your customers (i.e., from discretionary to essential purchases), you should send out an email notifying them of the change and why it’s important.
How Many Times Should You Send Out Your Email Campaign?
The number of times you should send out your email campaign depends on the nature of the change you’re informing your audience about. In general, a twice-a-week schedule is suitable for regular updates (e.g., school closures, changes to essential services, etc.). If you’re informing your audience about an emergency situation, then you may want to send out an email once a day or as needed.
Additionally, whenever you send out the email campaign, you should include a call to action in the subject line. This will encourage your audience to open and read the email. Plus, it lets them know you’re watching out for their best interests and that you want to hear from them.
Who Should You Send Your Email Campaign To?
Broadly speaking, you should send your email campaign to everyone with an email address within your database. This includes current and former patients, donors, insurance plans, and anyone else that could be impacted by the changes you’re informing them about.
Within your database, you can segment your audience using criteria such as gender, age, and location to identify the right audience for your message. You can also target individuals based on what services they use or what diseases or conditions they have. This way, you can send the right message to the right person at the right time.
How Many Days Should You Wait Before Following Up With The Next Email?
When you follow up with the next email in your series, you should do so as soon as possible. Why? A fresh dose of content is always appreciated by audiences, keeping them engaged and interested in what you have to say. If you have several related but time-delayed topics, you should send out the subsequent emails as soon as possible so your audience doesn’t get the impression that you’re simply rehashing previous content.
For example, if you’re sending out an email about school closures due to Covid-19, you may want to wait until at least a couple of days have passed before you follow up with an email about applying for disability insurance.
How Do You Want To Structure Your Campaign?
The structure of your email campaign is important. With so many different platforms and email service providers, it’s easy for your message to get lost in the shuffle. If you want your email campaign to be successful, you need to establish the right structure from the get-go. As a rule of thumb, you should include a short intro about what the email is going to cover, why it’s important, and a call to action in the subject line. You should also think about whether you want to send the email as an attachment or inline with the text (i.e., body of the email).
As an example, let’s say you’re sending out an email to inform your audience that school closures due to Covid-19 are now being considered essential. You may want to do the following:
- Write a short intro about the importance of following all the guidelines to prevent the spread of Covid-19.
- Include a call to action (i.e., sign up for our newsletter or follow us on social media).
- Attach the newsletter article or social media post that you want your audience to click on.
With the guidelines and information available from the CDC and WHO, as well as other trusted sources, it is becoming increasingly clear that health care professionals, administrators, and providers need to be staying informed about all the current changes. Additionally, with the abundance of new information and studies being published daily, it is difficult for anyone to keep up with all the advancements in health care and stay compliant. By using email marketing to distribute important information quickly and efficiently, health care organizations can ensure that their patients and community members are always kept abreast of all the changes that affect their daily lives.