Quite recently, we have already said that in the modern medical business, as in any other field, you cannot do without high-quality marketing. Medical marketing is in many ways similar to classical promotion, but it also has its own features dictated by the specifics of the field. To withstand fierce competition in private medicine, it is better to use several marketing tools at once.
One of the most effective and proven over the years tools for promotion on the Internet is an e-mail newsletter. In our time, some, due to inexperience, bypass it with their attention, believing that for medicine this is not the most suitable method. And absolutely in vain! Why? Read the article estet-portal.com!
Promotion of medical services on the Internet using e-mail distribution
The stereotype that email marketing is obsolete is shattered by statistics and numerous cases of experienced email marketers who specialize in this particular marketing method.
Yes, perhaps for medical business it is not the strongest and fastest tool, but it has several invaluable advantages.
Firstly, it requires almost no budget (unless, of course, you decide to buy a database of potential recipients, which is not entirely legal, so will not be discussed in this article). Exception – spending on a copywriter (if you can’t get along with texts in any way) and a designer who will make a beautiful html layout of the letter. But these expenses are small and optional, you can do without them if you have your own skills.
Second, a useful and interesting email newsletter with great content will work for your long-term reputation and gradually "warm up" in an unobtrusive way. potential customers and return existing ones.
However, for such an effect, you need really strong content, unique, interesting and useful for readers (in most cases – without direct advertising!). Therefore, the search for a professional copywriter who can write content for you every month (including sometimes selling content) – it's not such a big expense to neglect a great effect in the future.
If you decide to use the e-mail newsletter, be sure to be patient – the first results may not appear in a month or even two.
With the question of where to get the subscriber base, everything is simple: each new patient can be given a form to fill out, where, among other personal data, there will be a column with an email address. If you have a website, then when you enter it, a window (pop up) may pop up asking you to leave your email address in order to subscribe to news.
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The process of creating an e-mail newsletter can be divided into several stages
1. Define the goals you want to achieve with the newsletter.
2. Develop a strategy depending on the goals. This includes email styling (text and visual), segmentation and personalization (if needed).
3. Create a plan that determines how often emails will be sent. Everything is individual here, but once a week is recognized as the golden mean. If more often, you run the risk of annoying subscribers, and if less often, then there is a risk that you will be quickly forgotten.
4. Test the correctness of the distribution on different addresses and different devices.
5. Test the structure of emails (headers, division of text into blocks, clickability of links in the text), because all this will affect the number of clicks to your site.
There are several secrets to successful mailing that work well in promoting medical services. Using them, you will be one step ahead of competing institutions.
Learn more: Promoting your medical business online: how to bring a patient to the doctor's office
Methods of attracting patients through e-mail distribution
1. Inform patients of their convenient working hours.
Many patients do not want to spend precious working time on weekdays on medical consultations, postponing health issues of no paramount importance until later. But if you periodically remind them in letters of a convenient work schedule (for example, until late in the evening or on weekends), then many busy people will even be ready to pay a little more for service at a convenient time for them.
2. Market new services to existing patients first.
This is much easier to do than bring in brand new clients. Email re-engagement requires less effort and produces great results.
3. Offer patients an annual service subscription (if the specifics of medical practice allow). queues, regular preventive examinations and consultations, which are included in the price, etc.
4. After the patient visits, send him an e-mail offer with a discount for a second appointment.These offers are usually limited in time, which increases their attractiveness and effectiveness.
5. Remind patients of their next appointment.Send letters to patients as their next appointment approaches. It is better to send such reminder letters several times – a couple of months, a month, a week and 1-2 days before the appointment.
6. Increase the frequency of health screenings by mailing.Write useful content that will remind you of the importance of disease prevention, the importance of early detection of diseases, etc.
7. Look for new informational reasons for patients.Introduction of a new service, new specialists hiring, promotions or discounts, changes in work schedule, revision of prices – you can inform patients about everything that in one way or another affects the decision to make an appointment.
8. Storytelling.Tell stories – the coolest trick ever. You can tell the most touching stories of your patients (of course, with their consent) or vice versa curiosities.
9. Tell us about your collaboration with medical luminaries.
If this is not the case, then urgently look for ways to fix it! If at least a couple of times a month the most difficult patients are consulted by a well-known professor on behalf of your clinic, the confidence of the audience will immediately increase. You can remind in letters about such cooperation every month.And don't be discouraged if your email campaign doesn't bring quick results. This is the path of the purposeful and persistent. But, having tasted the fruits, you will not regret!
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