how-to: craft better healthcare automated emails
Learn to create automated emails that encourage interaction and drive meaningful experiences
Rapid and meaningful communication with patients is crucial in the fast-paced world of healthcare. By automating routine communications, healthcare marketers can ensure that critical information reaches patients promptly and consistently. Whether sending appointment reminders, welcoming new patients, or providing information about services, automated emails can enhance patient engagement and improve care outcomes. The power of “always-on” automated campaigns drives optimization, reveals crucial insights, and provides data to prove marketing initiatives' value and return on investment. However, there’s a delicate balance between driving efficiency with automation and losing the personalized touch of quality marketing emails. Learning to weigh the two creates a powerful marketing engine to drive meaningful care experiences.
don't "set and forget"
While automated emails can significantly reduce workload, it’s essential not to adopt a "set and forget" mentality. Continuously review and update automated email campaigns to keep them effective. Iteration is key—what works today may not work tomorrow. Regularly analyzing performance metrics and making necessary adjustments ensures that your emails remain relevant and engaging. Avoid creating a baseline, stereotypical email and leaving it unchanged. Instead, continually refine your content to meet the evolving needs of your patients.
Suppose you have an automated email campaign that reminds patients to schedule their annual wellness visits. Initially, you might see favorable engagement rates, but over time, the open and click-through rates may decline. By regularly reviewing the campaign's performance metrics, you notice this trend and decide to test different subject lines, update the email content with new health tips, and include personalized messages based on patients' past visit histories. These changes can help revitalize the campaign, making it more appealing and effective for your audience.
invite response
A successful marketing email feels personable and extends an invitation rather than just broadcasting information. Personalized details in your emails can significantly increase engagement and response rates and create a more human touch. For example, addressing patients by name, referencing their last appointment, or mentioning specific health concerns can make the email feel more like a personal note. The more personalized and inviting your email, the more likely patients will respond positively.
Example: When automating a follow-up email after an appointment, ask patients how they are feeling and invite them to schedule a follow-up visit if needed. Include specific instructions based on the patient's condition or treatment plan to show that you are paying attention to their unique needs and concerns.
stand out
It is essential to make your automated email unique in a crowded inbox. If your subject lines and content look like every other automated email, they will likely be overlooked. Take a creative approach - do the opposite of what everyone else is doing. Craft unique and compelling subject lines that capture attention and encourage patients to open your emails. Consider what sets your healthcare organization apart and highlight those unique aspects in your communications.
Example: instead of a generic "Appointment Reminder," you could use "Your Health Check-Up Reminder – See You Soon!" to make the email more personal and engaging.
stay data-informed
Data is your best ally when it comes to refining automated email campaigns. Use analytics tools, such as the dashboards in our Healthcare Experience Platform, to track the performance of your emails. Identify which calls-to-action (CTAs) are converting, which emails get the most click-throughs, and which subject lines lead to higher open rates. Data-driven insights can guide your decisions and help you make informed changes to your automated emails, ensuring they are as effective as possible.
Example: if you notice that emails with a specific CTA, like "Schedule Your Follow-Up Now," result in higher appointment bookings, you can incorporate similar CTAs into other emails.
7 quick tips for automated emails:
- include relevant tips and resources: Provide patients with valuable health tips and resources related to their conditions or interests. For instance, if you know a patient has recently been diagnosed with high blood pressure, include tips on lifestyle changes to manage hypertension, dietary recommendations, or exercise routines.
- personalized appointment scheduling: Allow patients to schedule, reschedule, or cancel appointments directly from the email. Include links to their healthcare portal where they can manage their appointments or access their health records.
- patient education: Use automated emails to educate patients about their conditions, upcoming procedures, or post-visit care instructions. This helps in better health management and demonstrates your commitment to patient care.
- follow-up on treatments: After a treatment or consultation, send follow-up emails to check on the patient’s progress, remind them of any follow-up appointments, and provide additional instructions or information they may need.
- feedback requests: Send automated emails requesting feedback after an appointment or procedure. This helps you understand patient satisfaction and improvement areas while showing that you value their opinions.
- seasonal health reminders: Send reminders about seasonal health concerns, such as flu shots in the fall or allergy advice in the spring. These timely communications show that you are proactive about patient health. Download our 2024 healthcare experience calendar for inspiration.
- medication reminders: Automated reminders can help ensure adherence to prescribed medication regimens for patients on regular medication. This can be particularly useful for patients managing chronic conditions.
By following these strategies, healthcare marketers can craft better automated emails that drive patient conversion, provide timely information, and ultimately enhance the patient experience. Continuous improvement, personalization, and data-informed decisions are crucial to creating effective healthcare automated emails to build patient relationships.
