Intelligent Email Marketing
Solutions for Your Practice

Marketing your medical practice can be a unique endeavor in certain ways, but it also shares some definite similarities with marketing for any other kind of service.

A key example: your marketing efforts simply must be based on establishing and strengthening relationships with patients—present and future.

Content marketing is absolutely necessary—you need to inform, educate, and sometimes even entertain your target audience—but it doesn’t compare to the importance of forming a solid, lasting relationship with your patients.

Now, you can certainly trust us on that premise since this is exactly what we help our clients do, or you could check out Bharat Anand’s 2016 book The Content Trap: A Strategist’s Guide to Digital Change and find the same notion. (Anand is the Henry R. Byers Professor of Business Administration in the Strategy Unit at Harvard Business School, so he knows a thing or two about marketing strategy.)

See, one of Anand’s core premises is that you need to make connections if you want a business—just like your medical practice—to be economically-viable, and a powerful way to develop and nurture connections is through email marketing.

More Than Connections – Staying Visible in the Age of Constant Distraction

In his book, Anand also makes the case that businesses in all industries (even medical) face two major challenges—getting noticed and getting paid.

As you might imagine, it’s rather difficult to have the latter if you don’t have the former.

 

doctor marketing team

What this means for a doctor who wants to grow his or her practice—or even at least simply maintain present levels—is that you have to get noticed.

Here’s the deal, though:

Getting noticed in our age of constant distraction is not easy. And once you are noticed, how on earth can you maintain it?

Easy. Email marketing.

How Email Marketing Works

So at this point, you can see why email marketing is important—valuable connections with patients (once again, both present and future)—but how does this even work?

Well, from a fundamental perspective, it’s all about our tribal roots.

Somewhere in your education, you undoubtedly learned about the highly influential American psychologist Abraham Maslow and his hierarchy of needs, right?

You can probably remember—in at least a general sense—that the base of the pyramid consists of our most basic needs: food, water, air, etc.

The level just above that one contains our security needs (shelter, safety, etc.).

Your average American is fairly well off in such matters. Obviously, there are some out there who aren’t, but most generally are.

Above the security level are a human’s social needs. They might not be at the very base of the pyramid, but our social needs are extremely important to us.

Humans are social creatures, and we have an innate need to connect with others. Email marketing can tap into this need as you create and strengthen relationships with patients.

More than that, you can also provide value to your patients by supplying them with emails containing useful information. Given the fact you are in the medical field, the information you have to share could potentially even be life-saving in nature!

How to Use Email Marketing Effectively

To be perfectly honest, you can spend the time to figure out the keys to effective email marketing for your practice on your own. There is plenty of information out there, but here’s something to consider:

Developing a strategy and actually implementing it on your own is going to take a lot of time—time you’d probably rather spend with your family or relaxing after a tiring day at the office. More than time, a successful program also requires a certain degree of skill and experience. You can gain this skill and experience after a while, but it takes quite a bit of trial and error.

(Take it from us – we’ve learned and refined our skills over the course of several years.)

Oh, and once you have everything figured out, there is still the matter of actually running and maintaining the whole system. We’ll touch on this more in just a moment, but maintenance is crucialThere is an easier way, though: hire experts to do it for you and let your “free time” actually be free time.

At VMD Services, we run effective email marketing services for our clients. In doing so, we follow our time-proven plan:

Customer Relationship Management (CRM)

Your CRM system is the epicenter of your email marketing strategy—the foundation upon which everything else is built. As a doctor, this is a matter of connecting regularly with patients by providing relevant information at strategic touch points.

As we established earlier, relationships are everything in marketing. And communication is essential for relationships that thrive. Email can be an outstanding communication vessel.

A well-organized CRM enables you to stay noticed and relay additional solutions to solve the medical problems and issues your patients are experiencing.

List Organization

It’s rather difficult to overstate the importance of ensuring that the right emails go to the right patients.

By trimming old, obsolete, and inaccurate contacts—and then properly segmenting everything—you can avoid the embarrassing, reputation-damaging situation wherein a “New Patient” email is sent to the patient who has been seeing you for 10+ years.

Use Targeted Email Campaigns

Use your marketing database management system (MDMS) to send out targeted email campaigns and connect with the right patients. You can determine appropriate dates, times, or intervals, or use this to make sure news or information goes to specific patient groups.

When you do use email campaigns, make sure your emails are carefully prepared and use best current practices for optimal effectiveness.

Engage Your Leads

Patients are reminded of just how valuable your practice is to them when you deliver interesting, useful information when they need it.

More than that, patients share engaging information with friends and family. When those people need professional medical care, guess who they’re coming to see?

(Yep, they are contacting your practice to schedule an appointment.)

Data Tracking, Compilation & Analysis

As a medical professional, you understand the value of results-based performance. After all, if patients aren’t getting better, why would they come see you? But patients do get better, and they know this because you use certain metrics to show them as much.

Tracking various data—such as open rates and website visits (from the link in your emails)—gives us a baseline for evaluating email marketing performance. By compiling the numbers and analyzing them, we are able to see what is working and what changes need to be made in the next round.

Clearing Up a Major Misconception -

Email marketing and spam are not the same.

Let’s take a moment to address the proverbial elephant in the room. Email marketing is not just another name for spam.

There are some key differences, the biggest one being this:

Spam is an unethical practice of sending out junk that provides no value to the recipient. Email marketing has something to offer for the recipient, who actually finds the information you have for them to be useful and valuable.

Once again, this comes down to email marketing as a tool for building relationships.

We mentioned the (fairly obvious) fact that communication is necessary for relationships that thrive. Well, so too is a mutually beneficial component.

Spam isn’t mutually beneficial at all. It’s a one-way street wherein some individual or organization is just trying to get whatever he/she/they want(s).Yes, you are using email for marketing and hope to derive some benefit, but you’re also a giver in the relationship and it’s not strictly about you.

Ergo, we are not talking about spamming patients, and we never will.

Let’s hone in on something we did say, though.

Remarkable ROI (But We Aren’t Saying It Comes Easily)

In the previous section, we mentioned that you “hope to derive some benefit.” Realistically, we could have just as easily said “Yes, you are using email for marketing and will likely see a remarkable ROI…”

(We just wanted to hammer home the point that this is not a one-sided deal wherein you are the only one who benefits – like with spam.)  So let’s take a moment right now and talk about your potential ROI.  With the nature of email being what it is, you can send messages to many patients (and potential patients) concurrently.

Are all of those people going to stop what they’re doing and contact your office? Well, no. But you don’t need all of them to do that.

If you generate enough interest from even a couple people, your office sees a nice profit.  Of course, for this to happen, your email marketing plan needs constant attention and periodic finetuning. (As was noted earlier, you really do not want the wrong emails being sent to the wrong patients!)

Beyond creating a system and collecting/analyzing data, you need a bit more:

Clever Subject Lines

A timely email can be super effective, especially when using clever—and appropriate—subject lines to increase open rates. With regards to this,
there are several key criteria we follow when creating emails for you that are proven to work.

Interesting & Engaging Content

Providing a learning experience can lead to exceptional ROI. When people are presented with new and useful information, it is proven to result in a 32% increase in purchases.
Done correctly, this is an invaluable technique you can use to grow
your practice.

Visually Appealing Graphics

The truth of the matter is this: looks matter. Even if your email is filled to the brim with the best possible information, no one’s going to read it if it doesn’t look good. (And we make your emails look better than good!)

Our Prescription?

Email Marketing Services from VMD

You could certainly take the time to learn the finer points of email marketing, create a system that will drive results, capture and track metrics to ensure everything is working, and creating powerful, engaging content that leads to patients in the waiting room—all while treating patients and making sure your practice is running smoothly.

OR

Contact VMD Services and have us do it for you.

In the same way that your patients are much better off when seeking your medical expertise, your practice stands to benefit when you seek our marketing expertise.

Start building better relationships with patients by contacting us today. Either give us a call or take a moment to fill out our short form and let’s work together to make your practice everything you want it to be!

Our Prescription?

Email Marketing Services from VMD

You could certainly take the time to learn the finer points of email marketing, create a system that will drive results, capture and track metrics to ensure everything is working, and creating powerful, engaging content that leads to patients in the waiting room—all while treating patients and making sure your practice is running smoothly.

OR

Contact VMD Services and have us do it for you.

In the same way that your patients are much better off when seeking your medical expertise, your practice stands to benefit when you seek our marketing expertise.

Start building better relationships with patients by contacting us today. Either give us a call or take a moment to fill out our short form and let’s work together to make your practice everything you want it to be!

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