Healthcare Email Marketing in 2024: Driving Patient Engagement
Running a medical practice isn’t just about providing excellent care; it’s also about maintaining a thriving business. To stay afloat, you need a steady stream of patients.
With 77 percent of patients finding their doctors online, you need a strong online presence.
And what better way to achieve this than through email marketing? It’s cost-effective and lets you reach your patients directly in their inboxes.
Healthcare email marketing involves sending helpful and informative emails to patients and clients to keep them updated on health tips, appointments, and services. You can also personalize your messages to make your patients feel valued.
This guide will give you the latest trends, helpful tips, and practical examples to maximize the benefits of email marketing for your healthcare business.
Why Use Email Marketing for Healthcare
With email marketing, you can reach out directly to both new and returning patients.
You can introduce them to your services, share special offers, and provide useful health tips. Plus, you can share important health reminders, celebrate milestones, and offer personalized content based on their medical history.
What else makes email marketing an excellent choice for healthcare professionals?
- Cost-effective with a strong return on investment: Email marketing costs much less than traditional routes like direct mail or print ads and packs a big punch. Studies note that you can expect a return of about $36 to $42 for every dollar you spend on email marketing.
- High engagement: Healthcare emails have a higher open rate than emails in many other sectors. The average open rate for health and fitness emails is around 41 percent — an excellent open rate compared to the 30+ percent many businesses get.
- Syncs easily with other marketing efforts: Email marketing doesn’t have to stand alone. It works beautifully alongside your other marketing strategies, like social media and SEO. For example, you can boost your email sign-ups through your social channels or drive more traffic to your SEO content via your newsletters.
- You can track your success: Email marketing is measurable. You can keep tabs on your email performance, monitoring how many people open your emails and click on links. This feedback lets you tweak your approach and make your emails more effective.
Healthcare Email Marketing Trends
Email marketing is always evolving. What worked last year might not cut it today, and there are always fresh approaches popping up. Add to this the complexity of marketing healthcare services, and you find yourself in a challenging situation.
So, if you want your email campaigns to be successful, you’d better be aware of where email marketing is headed in 2024:
Deliverability — Passing Spam Filters Takes More Work
Email deliverability means getting your messages into your recipient’s primary inbox instead of landing in their spam folder.
Mailbox providers work hard to prevent spam from cluttering up inboxes. They invest in smart spam filters, set up spam traps, and tighten their policies regularly. That means you need to work even harder to build a solid sender reputation.
Email deliverability is our specialty here at Campaign Refinery. We know what makes emails land in the right place, and we’ve built our system to maximize your chances of reaching your audience.
So, if you want your messages to make an impact, we recommend checking these boxes with your email marketing strategy:
- Implement DMARC and other authentication protocols to build trust with email providers.
- Only email those who are interested — a big list full of uninterested subscribers can backfire.
- Remove inactive or invalid addresses to make sure your bounce rate stays in check.
- Create content that engages your audience. The more they interact, the better your deliverability will be.
- Balance your email frequency and volume to keep subscribers engaged without causing email fatigue.
And if you want to amplify your efforts, choose a service known for its pristine IP reputation and excellent sending practices.
Most mass email platforms accept anyone, which can lead to shared IPs getting blacklisted.
At Campaign Refinery, we do things differently. All our customers go through a rigorous vetting process, and we monitor sending activities closely to prevent any practices like cold emailing or other suspicious behaviors.
Storytelling — Audiences Don’t Want Just Facts
People generally don’t enjoy slogging through dry facts, especially in healthcare. Who really wants to decode scientific jargon about telomere length and cellular aging in their inbox?
Storytelling in business is about engaging your customers while providing them with useful information. When you do it right, you can see a 30-percent increase in conversion rates.
Great storytelling in an email covers everything—your email content, email design, and even the call to action.
But content is king. How you present information makes all the difference. If you tell a compelling story, people are more likely to read your email and find it engaging.
Check out the table below to see the difference in action:
Fact | Story |
---|---|
Eating at least five servings of fruits and vegetables a day can lower the risk of heart disease. | James swapped snacks for apples and spinach and not only lost 20 pounds but also waved goodbye to his heart medication. |
Regular physical activity can reduce the risk of chronic illnesses such as diabetes and arthritis. | Squeeze in a brisk 10-minute walk after each meal and cut your risk of chronic illness. See how Amy, a busy mom of three, manages her arthritis and keeps her blood sugar stable with these mini-workouts. |
Vaccinations can prevent over 2-3 million deaths each year. | With just a simple shot, you can be part of the movement that saves over 3 million lives every year. |
Sleeping less than 7 hours a night is linked to higher susceptibility to colds and infections. | Boost your immune system without a single pill—just sleep! Adults sleeping less than 7 hours are more likely to catch a cold or infection. |
Personalization — Treat Each Individual Like They’re Your Only Patient
Imagine how your patients would feel if they received a tailored message from you to remind them about an upcoming screening. They’d probably feel grateful and impressed.
Email marketing streamlines the process of sending personalized messages so you won’t have to write them one by one.
When healthcare providers take this personalized approach, it shows a real commitment to individual patient care.
According to CVS Health’s 2022 Health Insights survey, four out of every five patients expect their primary care providers to be aware of their personal health goals.
Think about how you can personalize each email campaign to the individual needs and preferences of your patients. Then, consider how you can obtain the data you need to make this possible. Email surveys, appointment histories, and health questionnaires are good places to start.
Depending on the features of your email marketing platform, you can personalize:
- Subject line,
- Preview text,
- Recipient name,
- Sender’s name,
- Content.
Healthcare Email Marketing Examples
You can reach out to your patients with different types of emails to keep them in the loop and also achieve your business objectives.
These are the six types of messages we recommend including in your healthcare email marketing efforts:
- Welcome emails: Kick off a new patient relationship with a warm welcome message that outlines what they can expect and how to best use your services.
- Educational content: Provide valuable information on health topics relevant to your patients to help them stay informed and engaged.
- Appointment confirmations and reminders: Quickly confirm bookings and send reminders as appointments approach. Include tips related to the appointment purpose or helpful health reminders.
- Service announcements: Update your patients about new or improved services or changes to your facility and staff.
- Promotional emails: Offer special promotions or highlight specific services that may benefit your patients.
- Milestone emails or health reports: Celebrate patient achievements and provide health summaries to track progress and highlight areas for improvement.
Let’s cover each email type in more detail and give you examples to inspire you.
Welcome Emails
A welcome email is a great way to introduce new patients to your practice. You can use it to share information about your facilities, hours, and contact details. In addition, you can explain what new patients should expect during their first appointment.
Another great idea is to introduce your team in the email. Include a team photo and a story about your business — or a brief bio and a photo for each team member. This helps build a personal connection and makes your patients trust you more.
Check out how the example below immediately feels personal and engaging. Seeing the faces behind the business helps build trust and connection, which is crucial in healthcare.
The clear introduction, professional design, inviting CTA, and a strong focus on the product’s benefits all contribute to an effective communication strategy.
Educational Newsletters
After sending a welcome email, your goal is to keep patients engaged and top-of-mind, even if they don’t need your services right away. They won’t remember you if they only hear from you every once in a while or during holiday promotions.
An email marketing newsletter can help maintain regular contact with your patients. It’s also a great channel for attracting new patients by showcasing your expertise and the value you provide.
Luckily, there’s no shortage of educational topics when it comes to healthcare. So, your job is to:
- Share insights that patients can use in their daily lives.
- Keep your content fresh and relevant to current health trends.
- Tailor your information to meet the needs of specific patient groups.
- Choose topics that interest your audience and match your specialty.
For example, Rootless does a great job combining educational content with promotional messages. They explain the unique benefits and nutrients of seaweed clearly. Plus, their design and prominent logo make the brand easy to recognize.
Appointment Confirmations and Reminders
The average doctor’s visit in the US costs around $300. Plus, missed appointments waste valuable time and resources, adding to the challenges in your operations. With no-show rates ranging between 12 and 80 percent for different clinics, you should take proactive steps to reduce these numbers.
Sending confirmation emails and reminders can make a big difference. These emails serve as helpful signals and give you a chance to provide important information, such as what to bring and how to prepare.
Include these details in your confirmation emails:
- Appointment date and time.
- Doctor’s name and specialty.
- Office location and directions.
- Contact information for rescheduling or questions.
- Any documents or information the patient should bring.
In your reminder emails, make sure to add:
- A reminder of the appointment date and time.
- Instructions on how to confirm or reschedule.
- A brief checklist of things to bring or prepare
- A friendly note encouraging patients to reach out with any questions or concerns
Announcements
Announcement emails are your chance to inform your subscribers about an update, new service, or exciting event.
Even though the announcement is about your business, it shouldn’t focus on you. Emphasize how the patients will benefit.
Begin with a subject line that clearly conveys the main message. Write an engaging opening to capture their interest. Then, provide the details and highlight the benefits. Finish with a clear CTA. Depending on the announcement, this could be booking an appointment, signing up for a service, or reaching out for more information.
The example below nails these points. The message starts strong with a bold headline, which focuses on the benefit that the recipient gets — free consultation.
Only after that, it announces the launch of “Memberships and Programs” and explains how these personalized care plans can help them make real progress on their health journey.
Promotional Emails
Promotional emails motivate your patients to book appointments, sign up for services, or redeem coupons.
You can also introduce patients to other services you offer. For example, if a patient schedules a general check-up, suggest additional services like a flu shot or a personalized diet plan that complements their visit.
Leverage email marketing automation to make your operations more efficient and timely. Set up automated emails to go out for specific trigger events, such as when a patient hasn’t visited in a while. Another idea is to send follow-up messages after a patient books an appointment or completes a service.
Have a look at this promotional email from Vessel. The striking headline and the enticing $20 offer grab attention right away. Bright colors and concise text make the message easy to read and hard to resist.
Milestone Emails or Health Reports
Once a patient completes a treatment plan or reaches a health goal, an acknowledgment email can make them feel supported and valued.
For example, you could send a congratulatory email when a patient hits a fitness goal. Include personalized tips for their next steps to encourage their progress.
Another way to keep patients motivated is through regular health reports. Send detailed summaries after check-ups or test results. Highlight the key findings and offer actionable advice.
These reports can also include reminders for upcoming appointments or recommended screenings to make sure patients stay on top of their healthcare needs.
The example below is from an end-of-year campaign by Withings, a company that manufactures smart scales.
HIPAA-Compliant Email Marketing
The Health Insurance Portability and Accountability Act (HIPAA) sets strict standards for protecting patient privacy and securing health information.
This information includes:
- Names,
- Medical records,
- Email addresses,
- Social Security numbers,
- Device identifiers and serial numbers,
If protected patient information gets compromised, your business could face fines of up to $250,000.
Keep these six principles in mind to make sure your healthcare email marketing is HIPAA-compliant:
Patient Authorization
HIPAA differentiates between two important concepts: consent and authorization.
Consent is a flexible, non-mandatory process only for treatment, payment, and healthcare operations.
For other purposes, you need patient authorization, which is mandatory and must specifically lay out which information you’ll use and who’ll have access to it.
You need a form to outline your organization’s privacy practices and specifically state that your organization can use patients’ email addresses for marketing. Work with an attorney to ensure you’re using the appropriate language.
HIPAA-Compliant Service Provider
Your email marketing platform must be HIPAA-compliant to protect patient information. Look for services that use data encryption to store and transmit confidential information. Some platforms add extra security, like requiring an additional password.
Choosing a non-compliant email partner makes it tough to send personalized emails because most information you’ll want to use is protected. If you upload patient data to a non-compliant platform, you’ll be liable for any potential damages.
Also, make sure your service provider signs a Business Associate Agreement (BAA). This legally binding agreement ensures both parties adhere to HIPAA regulations and protect patient data.
Limited Information Sharing
Be careful with the information you include in your emails. Avoid sharing protected health information (PHI), such as patient images, unless you obtain explicit permission from the patient.
With a bit of creativity, you can still make your emails personal and engaging without using sensitive data.
Employee Training
Train your staff and partners on all types of PHI and the rules for handling it. Ensure everyone involved in your healthcare email marketing signs a HIPAA confidentiality agreement. This keeps patient information safe and your practice compliant.
Clear Opt-Out Options
Always include a clear and easy way for patients to opt out of receiving your marketing emails. Respecting their preferences not only builds trust but also keeps you in compliance with HIPAA regulations.
HIPAA rules apply specifically to the healthcare industry in the US. Other countries may have their own regulations, and email marketers need to follow industry-wide regulations too.
Besides HIPAA, you must comply with the CAN-SPAM Act if your subscribers are in the US and the GDPR in Europe.
Using Email Marketing to Attract Healthcare Professionals
So far, we’ve covered healthcare email marketing to patients. However, email marketing is also a powerful tool to attract healthcare professionals, especially with three out of every four physicians relying on online sources and tools for learning and interactions.
Marketing to healthcare professionals is quite similar to other B2B email marketing approaches.
The key is to focus on delivering value, building relationships, and addressing their specific needs.
We recommend these five best practices when crafting B2B emails targeting healthcare professionals:
- Focus on solutions: Your emails should clearly show how your products or services can solve the unique challenges a healthcare professional might face.
- Offer thought leadership: Position your company as an expert with a perspective on your industry. Share insights, trends, and expert opinions to enhance your credibility.
- Share success stories: Showcase success stories from other healthcare organizations that benefited from your products or services to provide social proof and build credibility.
- Run drip campaigns: B2B audiences need more time to make decisions. Drip campaigns gradually provide information and resources to nurture leads and build trust over time.
- Segment your audience: Segment your email list based on specialties, interests, and engagement levels. Tailor your messages to each segment or combine multiple segments to build an audience.
Campaign Refinery Is Your Premier Email Marketing Companion
If you’re ready to kickstart your email marketing adventure, you need a dependable ESP that offers the right infrastructure and tools.
We understand that successful email marketing begins with your emails actually reaching the inbox. And we pride ourselves on having the highest inbox placement rate in the industry.
At Campaign Refinery, you’ll discover a fully equipped toolkit with everything you need:
- Domain authentication: From day one, we help you set a strong foundation for deliverability. You’ll implement essential domain authentication, including DMARC, to protect your domain.
- Flexible segmentation engine: Tailor and combine your audience segments in unlimited ways and make your campaigns ultra-targeted.
- Streamlined automation: Implement sophisticated automation processes that react to customer behaviors.
- Automatic list cleaning: Our service removes harmful addresses to maintain the health and efficiency of your email campaigns.
- Gamification: Boost your email open rates and click-throughs with engaging and effective campaigns.
- No list limits: Grow your list without constraints — we only charge you for the emails you send, not for the size of your list.
If you want to experience what top-tier email marketing feels like, apply to join Campaign Refinery today!