Marketing to HCPs (Healthcare professionals) has always been a challenge. They are among the busiest professionals, and they don’t care about stuff that is not very specific to their needs.
One of the marketing tools that still outperform others and can help you communicate with this difficult to reach audience is email marketing. Email marketing gives you full control. Since you own your lists, there is no risk of losing your audience due to Google SEO changes or Facebook algorithm changes.
But if your email marketing to HCPs is not getting the results you want, you may be committing one or more of these email marketing mistakes:
Successful email marketing starts with high-quality lists. Your lists should be well segmented. If you send the latest updates in gynecology to a pediatrician she will most probably not open your email.
Start each email marketing campaign with a deep analysis of your list regarding demographics, doctor profiles, prescription habits and so on so that you can create content that has the highest opportunity to get opened and read.
2.One size fits all message
In email marketing, there is no such thing as one size fits all. Physicians respond to messages that are hyper-specific to their needs, that address their specific work issues and portray the cases they see and the challenges they face.
Always write custom messages that target each segment’s needs and wants. The extra time and effort in message customization will pay off many times in response and engagement.
3.Ineffective call to action
Your audience needs to know what you want them to do next, so give them clear instruction of the next step. If you don’t, they will simply click away.
Make your call to action;
- Short and clear
- Action oriented; learn more, subscribe here, take the poll, etc.
- Creates urgency; ask your audience to act NOW. If they don’t take that action now, they will not get back to that email even if they save it with good intentions.
- Use two calls to action in the same email, one in the middle of the email and another one at the end. This was shown to increase response.
4.Not optimizing for mobile
The majority of HCPs read their emails on their mobiles. If you don’t optimize for mobile, the email becomes difficult to read.
- Clean and simple images.
- A responsive template, most email services offer this.
- Use fewer words in the email from line and subject line.
- Break up the text into smaller chunks.
- Use bigger buttons for easy touch.
5.Unattractive email subject
Before your audience read your email, they have to open it first. The number one factor affecting open rates is the subject line. If it is not attractive, clearly indicating what to expect inside your email message, your audience won’t open it.
The subject line should be short and personalized. Make it relevant to the content of the email. Don’t mislead your audience.
6.Email marketing deliverability issues
If your email does not reach the inbox in the first place, you have wasted your time and effort. There are many reasons why your email is not delivered, the most important one is being caught by spam filters.
Avoid words such as buy, cash, earn $, save $, sale, subscribe, make $, click, free, trial, cost, cheap, prize, and unlimited.
You can also use double opt in to subscribe to your list, this way you make sure they willingly want to receive your emails and you make sure the email is active. Another thing you need to do is to periodically filter your email list and remove those who don’t open your emails.
7.Problems with getting new subscribers
This is one of the most common email marketing problems. Healthcare professionals are among the busiest professionals and persuading them to opt-in to your email list can be difficult.
Put the opt in form in a clear sidebar on your website and add another opt-in form below your posts. Tell your audience why they should subscribe to your email, is it because of new updates they cannot find elsewhere, is it because of special scientific conferences access they can get only through your email.
What is the use of adding people to your list only to lose them later on? The most common reason for unsubscribing is irrelevant email. If you keep sending your list emails that are not relevant or interesting and don’t address their specific needs they will opt out.
Be relevant, and put yourself in your audience’s shoes.
Marketing to HCPs will continue to be a challenge and email mareting is not different, but following the above advise will drammatticallly increase your email marketing effectiveness and help you avoid many of those challenges.
Now it’s your turn, please share your experience concerning email marketing