Email is quite effective for connecting with potential customers and building engagement. No wonder 81% of marketers use email newsletters as part of their content marketing strategy.
Well, the healthcare industry is not exempt from benefiting from email.
Healthcare providers can use email marketing campaigns to foster valuable relationships with their clients. Despite the unique nature of healthcare compared to other business types, you can use email to provide support to your clients and maintain constant contact. This makes it easier to stay top-of-mind in case they need you.
Keep reading as we unpack all the essentials of email marketing for healthcare.
Why healthcare professionals should embrace email marketing
Email marketing for healthcare is not something you want to overlook— especially because healthcare services are highly essential.
Whether you’re a medical doctor, dietician, physiotherapist, or anywhere in the healthcare industry, here are some reasons to take advantage of email marketing:
- Direct and personal communication
Through emails, you can foster direct communication and personal connection with patients. Unlike social platforms, emails go straight into the recipient’s mailbox.
Email marketing also lets you send personalized and impactful messages to your patients. See how the Swiss Clinic does this in the example below:
You can also use email marketing to share essential resources and information that clients will appreciate.
Ongoing patient support
After patients come for medical assistance, you often need to follow up with them. Email marketing allows you to offer insights to your clients about how they can stay in good health or handle specific conditions. This is even better because email allows for audience segmentation, making it easier to offer more tailored support to patients.
Automate communication
In cases where there’s a handful of information to pass across, you can automate email campaigns. For example, you can use automated emails for important reminders, appointment schedules, and so on, giving you time to focus on other critical aspects of your work.
Email automation can also help you achieve seamless patient onboarding. You only need to configure it at the initial stage, i.e., set up triggers for delivering specific emails. For instance, filling out a form on your website.
See the illustration below:
Also, you can continue to engage with your patients through emails beyond in-person visits. Even when clients may not need to return (because they’ve recovered), they can refer their friends or loved ones who need your services.
Finally, email is cost-effective. DMA reveals that for every $1 you invest in email marketing, you can get up to $38 in return.
4 effective list-building tactics for healthcare professionals
Implementing a robust healthcare email marketing strategy starts with an email list—a collection of email addresses you’ll be engaging with. These are often from people who have opted to receive emails from you.
Here’s how to build your email list:
1. Capture emails at the first patient appointment
One effective way to acquire email addresses is when patients book their first appointment, especially those who show up in person. Alongside the other information you need, ask for their email addresses. Make sure to disclose that the email will be used to send appointment reminders and share other useful information.
If you want to make it more convenient, you can go digital. Have patients scan a QR code to access your opt-in form and input their details. Here’s an example of what your form could look like:
Keeping email marketing guidelines (which we’ll discuss much later) in mind, obtain explicit consent by adding a checkbox to your form. Patients can tick these boxes if they wish to receive emails from you. See the example below:
Be sure to indicate on your form (both physical and digital) that the information they provide will be treated as confidential and only be used for the purposes collected. Also, employ the right security measures to keep patient data safe. Do this to comply with the Health Insurance Portability and Accountability Act (HIPAA).
GetResponse can help you create landing pages with detailed registration forms, making capturing patients’ email addresses and other necessary information easy.
2. Convert social media followers into email subscribers
Social media has become quite impactful, so it’s safe to assume you already have an active profile or intend to create one.
Leverage your social media channels to grow your email list. Showcase snippets of the type of information you share with your subscribers to encourage social media followers to join in.
See the example below from Woodstock Hospital on X:
Consider adding links to your opt-in landing page in your profile description. Direct followers to a landing page where they can subscribe. That’s what Physiotherapist Hollie Maskell does on her Instagram page.
You can also use targeted social media ads to direct followers to your sign-up page. Finally, if possible, add a good incentive, like a free ebook or consultation, to boost sign-ups.
3. Use opt-in forms on your website
Strategically place opt-in forms on your website to capture visitor email addresses. You can use a pop-up form that appears when people visit your website. Usually, the pop-up is triggered by specific actions like scrolling through your page and clicking a particular button.
Here’s an example:
Also, you can simply add the form to your contact page like Alder Grove below:
To encourage sign-ups, offer a lead magnet like an ebook, a free health assessment, or a consultation. Alder Grove, for instance, offers a 20-minute phone consultation.
Like Mayo Clinic, you can be direct and simply tell website visitors to sign up to receive your newsletter:
Your opt-in page should include a short copy introducing your email newsletters to your audience and prompting them to sign up. Let prospective clients know the benefits of joining your list. Your form should also have a good design and prominent placement on your website.
Ensure your forms are mobile-friendly and easy to complete, too. Test your forms with different designs, placements, and copy to optimize for smoother conversions.
4. Host medical webinars and collect email addresses
Organize informative webinars on relevant health topics to attract potential subscribers. Your webinars should cover subjects in which you have expertise. Promote the webinar through your existing channels.
In the example below, Dr. Tenpenny promotes an upcoming webinar on her X (Twitter) profile:
When prospective patients sign up, ask for their email addresses. To expand your reach, consider partnering with other healthcare organizations or brands. You can send follow-up emails after your webinar and encourage leads to subscribe to your newsletters.
Pro tip: Analyze your email list growth and engagement metrics over time. Use the results to refine your strategies and ensure you provide value to your subscribers.
6 healthcare newsletter ideas to boost patient retention
Let’s explore some healthcare email marketing examples you can use to keep patients and prospective clients engaged.
1. New patient welcome series
Use a welcome email series to establish communication with new patients. But avoid promoting anything the very first time you send clients an email.
Here’s how to create a welcome email drip for new patients:
In your first email, send a warm welcome message introducing you and your practice, then introduce yourself and/or your team. You can appreciate patients for choosing to register with you.
In your second email, you can share helpful resources and FAQs containing important information to help your new patients. You can also offer a downloadable patient guide they can always refer to.
Like Mayo Clinic in the example below, tell patients you have other newsletter series and encourage them to subscribe to them:
The third and final email series can now reveal other services patients can get from you. Use the opportunity to mention your social media platforms and encourage clients to connect with you there. Let them know that they can ask you questions or share feedback.
You can also promote other services and add quick links to helpful resources on your website or specific pages you want them to explore.
If you’re not sure how to write your first few emails, GetResponse has a rich collection of email marketing templates you can use to engage with your audience.
2. Highlight local events and workshops
Use a simple healthcare email marketing campaign to inform clients about events you’re hosting near them. These could be events like free health screenings, fitness classes, or nutrition workshops—whatever works in your niche.
See the example below from Winona. Although this was for a virtual event, you can send similar emails for your physical events and workshops:
Notice that Winona offers a $25 gift card incentive to those who register. You can do something like this to encourage participation from your audience.
Here’s another good example from Rock Health:
In your email, be sure to:
- Add enough details about your upcoming event.
- Let the recipients know when/where it’s happening and how to register.
- Link to a well-curated event landing page on which they can register.
Encourage leads to inform friends and loved ones about the event, too.
You can also set up an email drip that sends further instructions, such as how to prepare for the event and what items they’ll need for the workshop. Be sure to send reminders so attendees don’t forget to show up.
3. Share health tips and insights
The idea here is to provide health information tailored to your audience base. You can share seasonal advice like Blueberry does in the example below:
You can also share regular health tips or use your newsletter to inform your audience about common illnesses, as shown below:
Consider using your newsletter to spread awareness about commonly overlooked medical conditions. Send updates on new treatments and other health information that may benefit your audience. Link your emails to a more comprehensive blog post that email recipients can read for more context. This is also an effective way to boost your website traffic.
4. Send exclusive offers and promotions
Depending on your services, you can offer special discounts to your subscribers and promote other available services or products. See this example by DS Labs:
With exclusive offers and promos, you can take advantage of special seasons like summer, spring, etc., or special holidays like Father’s Day, Children’s Day, and Christmas to present something relevant and unique.
In the example below, Qunol offers a special discount for the 4th of July. Promos like this help you flow with trends and be a part of the moment.
You can also run a limited-time offer for 1-7 days or more. See the example below from Mary Ruth’s Organics. Offers like these help you build urgency and prompt leads to act fast.
If you offer healthcare services, your promotional emails can be tailored to specific programs or treatments patients may need. For instance, a therapist can offer a discounted session, or a pediatrician can offer a free medical checkup for children.
5. Share patient success stories
With the permission of your previous clients, you can share success stories to inspire your target audience. You’ll share details about patients who have had positive outcomes working with you. This is very common, especially in industries like skincare, where customer testimonials are crucial.
The campaigns allow you to show the real-world outcome of your healthcare practice. Again, Winona’s email is an excellent example of how to pull this off:
If you’re working with video testimonials, you can focus on the patient’s journey, programs they went through, or medications they used that helped them see results. See it as a way to encourage those who may have similar challenges.
Like Cosy Feet above, you can also add a link to your client testimonials so patients can see what else people are saying about your product:
6. Send a personalized birthday email
Send a simple greeting to your patients. Like the template below, a nicely designed birthday newsletter can show them that you’re intentional about them.
You could include a small gift, such as a health tip, a small discount on one of your services, or even a consultation. See this example from Withings.
Of course, be sure that you’re offering a product that the patient needs. Segmenting your audience can help you achieve this. (More about that in the next section.)
8 Email marketing strategies for healthcare professionals
Moving on, here are some effective healthcare email marketing best practices and strategies to keep in mind:
1. Prioritize personalization
Personalized emails perform way better than generic ones. Check this out:
Sending a personalized email lets you connect better with your clients and eliminates the typical “salesy” approach to communicating with prospects.
The first rule of personalization is to address your email recipients directly using their names.
But personalization goes beyond that. Use data from your patient records to tailor your email content to their specific needs or health interests. For instance, you can educate a diabetic patient about managing sugar levels or remind new moms about the important things they must do.
Thankfully, you can determine clients’ needs based on the information they provide while registering with you or signing up for your email newsletters.
2. Segment your email list
Segmenting your email list allows you to send more targeted and relevant information to your email subscribers.
According to recent email marketing benchmarks, sending more relevant emails can help you achieve higher engagement and conversion rates.
Divide your email list into segments based on specific attributes that patients have in common. This could be:
- Age
- Location
- Gender
- Health conditions
- Interests, etc.
Segmentation also lets you be more organized when planning your email campaigns — you know what to send, who to send it to, and when to send it.
3. Share informative content
Focus on sending valuable, educational content, particularly those that help patients improve their health literacy and make informed decisions.
You can share content like:
- Tips for managing chronic conditions
- Updates on your latest health research
- Explanation of common medical procedures
- Common health mistakes to avoid
Remember to prioritize relevant content based on your niche. As a nutritionist, for instance, you don’t necessarily have to share content about eye care (unless there’s a nutrition aspect you wish to explore).
Focus only on content that’s closely related to your field of expertise. Remember, that’s why patients came to you in the first place.
4. Incorporate visuals
Visual content can elevate your emails and make them more engaging.
Use visual content like infographics or charts to simplify complex information. Infographics can also help you share step-by-step instructions in a way that’s easier to grasp. They’re pretty effective for highlighting the benefits of your products as well.
See this example from Cosy Feet’s email:
Consider using a nice contrast of colors to improve your overall email appearance.
Here’s another visually appealing email from FullWell:
When used properly, well-designed visuals can also help patients remember important information.
5. Optimize for mobile viewing
It’s crucial to ensure that your emails look good on mobile devices. According to Tech Report, 85% of your subscribers are likely to check emails via their smartphones or tablets.
Use a responsive design—one that automatically adjusts to different screen sizes. Keep your subject line short and put the most important information at the beginning of your email so readers don’t have to scroll too long for the gist.
Using a single-column layout is also advisable so nothing looks funny when viewing on mobile.
6. Ensure clear call-to-actions (CTAs)
Every email you send should have a clear purpose, which often determines your call to action. For instance, you could send an email to;
- Show patients how they can benefit from your products or services
- Prompt leads to watch a new video
- Get patients to download an ebook, etc.
Whatever the purpose, clear CTAs guide patients on what to do next. Your call to action should be direct and specific. Use action-oriented language like “Click to learn more,” “Download the guide,” “Watch the video,” etc.
Avoid using multiple CTAs that are likely to confuse recipients. If you must have more than one, use one button in a contrasting color for your primary CTA so it’ll stand out. Other minor CTAs can then be in the form of text links.
7. Stay compliant
Compliance guidelines like the GDPR (General Data Protection Regulation) and the CAN-SPAM Act aim to regulate email marketing practices and protect subscribers.
These guidelines recommend that:
- You must obtain permission from recipients before sending emails
- Avoid using false or misleading headlines
- Provide an easy way for recipients to opt out of receiving your emails
- Use secure, encrypted systems for sending emails with sensitive information
Review and update your email practices regularly to ensure compliance with current regulations. Compliance not only keeps you safe but also builds trust with your patients, especially when they see that you prioritize their safety.
8. Conduct regular A/B Testing
A/B tests help improve your email marketing content and results by analyzing different elements like:
- Email subject lines
- CTA buttons
- Content
- Design
- Send times
With A/B tests, you split your audience into two groups. Then, send each a slightly different version of the email and analyze which performs better. For instance, you can send one group an email with plain text and send the other group the same email but with visuals. This will help you determine whether patients like emails with more text or more visuals.
Regular testing allows you to adjust to audience preferences, which are likely to change over time. This makes it easier to optimize your email strategy for better results.
You can use GetResponse to simplify your A/B testing process and get the best results.
In closing
Email marketing is highly beneficial for nurturing clients and giving them the best experience. From onboarding to providing support and even celebrating special moments, healthcare practitioners like you can make good use of email campaigns.
When starting with email marketing, your email list is the priority. Use patient appointment forms, social media, online opt-in forms, and webinars to collect email addresses. Engage your clients through emails like welcome emails, event promotions, educational emails, exclusive offers, testimonials, and birthday wishes.
Adopt strategies like personalization and proper audience segmentation. Prioritize valuable content, use clean visuals, and include prominent calls to action to make your email more effective. Also, comply with established email marketing guidelines and conduct regular A/B tests to optimize your email for the best results.
That’s all. Now, you can go on to enjoy the amazing ROIs that come with email marketing for healthcare businesses. Good luck!