What Workflow Strategies Can Enhance Healthcare Email Marketing Campaigns?

Today, consumers are increasingly getting their health information from the Internet. Sources may include Google and social media. However, healthcare email marketing offers a direct, personal, and efficient method to reach many patients. Providing a patient with quality information through healthcare email marketing will establish trust and increase patient outcomes.

Understanding Healthcare Email Marketing

Healthcare email marketing is reliable for communicating your brand directly to your consumers. Healthcare organizations may face unique challenges when presenting health information as impersonal and covering broad topics. Another challenge is using medical terminology that overwhelms the patient. However, healthcare email marketing offers an opportunity to reach patients specifically and directly. Marketing reveals a need, and you can curate emails to meet those needs. Healthcare needs may include access to accurate healthcare information or brand awareness. Healthcare content needs to be concise, engaging, and easy to understand. Maximizing engagement with your target audience can set your brand apart and establish your business as an authority providing healthcare content.

The Role of Workflow in Email Marketing

After an action is performed, an email workflow is a series of automated emails sent to your consumers. For example, an individual subscribing to your website to view healthcare content will receive an automated welcome newsletter.

Healthcare email marketing can result in your company’s highest return on investment (ROI). Why is that? Email is personal to the client, and your healthcare content has the opportunity to be personal as well.

But healthcare email marketing is more than a thoughtful welcome email. It is personal, engaging, and strategic, designed to convert your prospects into members who trust you as their source for healthcare information.

Key Workflow Strategies for Healthcare Email Marketing

• Personalized content creation: Healthcare email marketing allows you to engage with your readers by encouraging them to provide feedback. Asking a specific question can serve as a tool to create high-quality content to meet the consumer’s needs. 
• Automation: Automation saves you time and money. It allows you to send high-quality information directly to interested consumers. This strategy impacts the consumer by allowing them to receive the content immediately and your company by nurturing this relationship. 
• Segmentation: List segmentation will enable you to send personalized healthcare content to a targeted audience. You can create segmented lists based on essential criteria for your business. For example, suppose your company offers healthcare content that educates the general public. In that case, you can break this down into subset groups interested in subjects like pediatrics, chronic illnesses, mental health, etc.

Implementing Workflow Enhancements: A Step-by-step Guide

Step 1: Promote Brand Visibility

E-E-A-T is a Google acronym for Experience, Expertise, Authoritativeness, and Trustworthiness. Content creation must be personal, high-quality, and accurate to establish consumer trust. Nurturing leads impacts your success as a leader in the healthcare industry and builds brand awareness.

Step 2: Create a Lead Magnet

Offer high-quality healthcare information in exchange for your consumer’s email address. This step will draw patients to your content and boost your growing email list. Examples of a lead magnet could be a compelling newsletter, a free download to a healthcare tool, or a resource relevant to the patient.

Step 3: Practice Funnel Management

Funneling creates a personalized experience for your consumer, from initial interest to conversion and loyalty to your brand. Using a software program to segment leads can create a unique experience that feels catered to the individual. Automation in healthcare email marketing provides direct access to such content.

Step 4: Employ Regular Analyses

Consistent analysis of the metrics used is critical as a measure of success. This step can help you gain insights into what is effective and what can improve efficiency. 

Software Tools for Workflow Enhancement

Grammarly is a tool for proofreading. Professionalism communicates your message clearly to the consumer.

How do you then give access to your high-quality information? There is software to help you streamline this process to make healthcare email marketing seamless. One example is Flodesk. Through this software, you can automate personalized emails, create landing pages on your website, segment groups to specificity, and analyze your results. Flodesk’s brand promise is to “deliver the right message at the right time to the right people.”

Measuring the Impact of Improved Workflows

Tracking and measuring the success of your distribution campaign is crucial to your business. Analytics will monitor the effectiveness of your healthcare email marketing strategy. Insights regarding your newsletter can address open rates, click-through rates, subscriptions, and unsubscriptions. Having this inside knowledge can inform specific improvements to boost your results. 

Do you need help communicating your message through content creation from experienced, informed subject matter experts (SMEs)? 

Or do you need help with analytics and curating messages that reach your target audience? WriteRN can help. Check out our services.

Healthcare email marketing offers a unique opportunity to craft content that reaches many patients in a specific and personalized manner. Utilizing workflows like automation and segmentation makes it possible to categorize individuals based on particular interests, encouraging patients to remain engaged and trust your business as their source of healthcare information. Analyzing these strategic workflows to increase access to relevant healthcare content allows you to establish lasting and profound relationships with your patients. Patient outcomes improve through access to knowledge and a call to action within your healthcare email marketing strategy.

FAQs

What are the common pitfalls in healthcare email marketing, and how can workflows address them?

A common pitfall in healthcare content could be distributing information perceived as boring and irrelevant. It could also be using medical jargon that loses the general public’s interest. Personal content creation and segmentation catered to a specific group of patients, which is related to their interests, can engage with your target audience.

How can automation be integrated into healthcare email marketing workflows?

Workflow automation streamlines the flow of tasks, documents, and information to give immediate access to patients interested in them. The software used can perform independently and consistently. For example, you can send a welcome newsletter via email after a subscription without requiring a human to send it repeatedly.

What metrics should be used to evaluate the success of workflow strategies in email marketing?

Metrics include conversions, traffic, open rate, unique opens, click-through rate, unique clicks, conversion rate, unsubscribes, number of soft and hard bounces, and spam rate.

Can workflow improvements in email marketing lead to better patient outcomes? How?

Segmentation workflow can categorize groups of people into subsets based on interests. For example, a parent interested in child milestones or a newly diagnosed diabetic. Patients are funneled to particular groups based on a questionnaire, thus receiving specific content. This personalization meets the needs of patients and increases outcomes because the healthcare information is relevant to individuals.

How often should healthcare organizations review and update their email marketing workflows?

Bi-weekly tracking of email marketing performance will measure the success and improvements needed for your company to thrive. Schedule dedicated time for the review process and update workflows as necessary.

References

Gilbert, C. (2023, July 11). Using the new “E” in E-E-A-T to generate interest in your brand. Hubspot. https://blog.hubspot.com/marketing/google-eeat-update 

Kankaria, H. (2023, August 23). 19 Email marketing mistakes affect open, click, conversion rates. Search Engine Journal. https://www.searchenginejournal.com/email-marketing-mistakes-affect-open-rates/491168/