Email Marketing for Medical Practices: How to Reach Your Patients

We all know how valuable social media is as a great medium to reach and interact with current and future patients. Email—a large and constant part of everyone’s lives—is another strong vehicle that should be leveraged to engage these groups.  Just like social media, there are several rules that will help you reach your patients and achieve your email goals.

Get your patients to open the email:

  • Send the email from a known person or business name. For example: Dr. Smith or Dr. Smith’s Practice rather than Medical Associates Incorporated. Familiar names are more likely to catch and hold someone’s attention, which increases the likelihood that they will open the email.
  • Use a good subject line to ensure high open rates. A good subject line explains what is in the email and attracts the viewer to read further. It is important to tell the reader what’s in it for them.  Remember to keep the subject line short, no more than 50 characters.   For example: “FREE consultation when you sign up with Medical Associated Incorporated today. Limited time offer!!!” – This is an example of an ineffective subject line because it is too long and gimmicky. “Dr. Smith is moving” is an example of a more effective subject line because it is pertinent information that is short, simple, and informative.

Get your patients to read the email:

  • Keep your email design to no more than 500-650 pixels wide to avoid making readers scroll horizontally. This looks unprofessional and can be very off-putting to readers.
  • Make sure the content is short, direct, and keeps the reader interested. Many times businesses will write long emails containing every piece of information—this can be intimidating. Email content should be short with one call-to-action. This will keep readers on your website and more interested in your practice.

Get your patients interested:

  • Include a call-to-action. It’s important when using email marketing to reach potential patients as well as current ones.  An example of a call-to-action is “Click here to learn more.”

  • Keep that call-to-action “above the fold” to avoid readers from having to scroll. The majority of users will not see the call-to-action if they need to scroll down.
  • Stick to having one call-to-action and remove additional links. This will ensure your readers are being drawn to your message and aren’t being distracted.

Now that you have a few pointers you can grow your medical practice by going out and reaching current and potential patients. Remember to keep your target in mind and cater directly to them.


Related posts:

  1. Medical Marketing: Top 5 Sections to Include on Your Website
  2. Medical Marketing: Turning Bad Reviews into Good Ones
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