Chances are most of your medical marketing is being conducted via e-mail, which is unsurprising when you consider its key strengths. It’s an instantaneous, easy and relatively cheap means of transmitting information between you and your patients or other establishments. However while it certainly has strengths as a medical marketing tool, you must also be aware of its weaknesses. Namely that it can be easily ignored, can sometimes be filtered as spam or else you may simply be unable to transmit what you want to say through it.
How to use email for healthcare marketing?
The easiest way to ensure that your e-mail is not ignored and communicates clearly is to pay very close attention to your e-mails’ subject headings. These will always be among the first things people see when checking their e-mails, so if you’ve written the subject correctly it will make your health marketing much, much easier for all concerned. However the subject heading tends to be a rather neglected part of the e-mail; most are a lot more interested in writing what the e-mail actually contains. So how can we improve this? There’s no perfect method, but we can suggest some strategies to help you improve your e-mail’s chances of being read (or at least not filtered as spam).
Remember: You Only Have 50 Characters
It’s important to grab your readers’ interest while also meaningfully communicating to them and using a set number of words, usually about 3-8 at most. It’s harder to do than it sounds and will take some practise. At the same time, however, never use single word subjects and never leave the subject line blank.
Don’t Try to Sell Your E-Mail
Avoid using cheap, flashy medical marketing phrases in your subject heading. Words or phrases such as Wow!!, One Time Offer!, or Don’t Miss This!! will only get registered as spam or deleted manually. Tell your readers what they need to know and what the e-mail is actually trying to communicate. Doing so will make it seem more professional and has a greater chance of arousing interest.
Linking in with the above point, always strive to be as formal and professional as possible. Doing so will help convince the reader that you’re not just a spam-bot that got hold of their e-mail, and convince them that you have something they’d find worth hearing. In addition, avoid as much as possible writing ALL IN CAPITALS and use of exclamation marks!!!
Personalise Your E-Mails
Take time to try and tailor your medical marketing e-mails to each individual. If someone sees their name or something else relevant to them, they’re more inclined to open and read it because they’ll assume it’s something that would directly interest them. Plus, again, it looks a lot more professional than something that may just be a mass-sent, blanket e-mail.
Avoid Spam Trigger Words
Understanding and avoiding words that are likely to flag up on spam detection systems will greatly improve your health marketing actually reaching its intended market.
Proper use of the subject line will see a greater number of your e-mails get passed spam filters, being noticed by the target audience and receiving positive responses. Therefore for greater success in your medical marketing and pharmaceutical marketing, it really pays to look into how you write and present your e-mail subjects lines.
For more information about healthcare marketing - visit PMD Healthcare.