We all know how valuable social media is as a great medium to reach and interact with current and future patients. Emailâ€”a large and constant part of everyoneâ€™s livesâ€”is another strong vehicle that should be leveraged to engage these groups. Â 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. Smithâ€™s Practice rather than Medical Associates Incorporated. Familiar names are more likely to catch and hold someoneâ€™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 whatâ€™s in it for them.Â Remember to keep the subject line short, no more than 50 characters.Â Â For example: â€śFREE consultation when you sign up with Medical Associated Incorporated today. Limited time offer!!!â€ť â€“ This is an example of an ineffective subject line because it is too long and gimmicky. â€śDr. Smith is movingâ€ť 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 informationâ€”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. Itâ€™s important when using email marketing to reach potential patients as well as current ones. Â An example of a call-to-action is â€śClick here to learn more.â€ť
- Keep that call-to-action â€śabove the foldâ€ť 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 arenâ€™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.