Email Trigger Campaigns: Spurring Action and Reaction with Email Trigger Campaigns

by | Jul 24, 2017 | Digital Strategy | 0 comments

The key to great email trigger campaigns is notifying your audience of a service precisely when they need it.

Health­care mar­keters can take advan­tage of CRM data­bas­es to deliv­er mes­sages through the form of auto­mat­ed emails, or email trig­ger cam­paigns, when they are most rel­e­vant to consumers.

“Health­care CRM data­bas­es receive updates through EMR data,” says Chris Res­tle, direc­tor of strate­gic devel­op­ment and inno­va­tion at True North Cus­tom. “By exam­in­ing what’s hap­pen­ing with patients, we can trig­ger the appro­pri­ate cam­paign to offer ser­vices that they’re already think­ing about.”

Con­sid­er a sce­nario in which a patient is diag­nosed with hyper­ten­sion while vis­it­ing an urgent care clin­ic. Even if he vis­it­ed the urgent care clin­ic for a rolled ankle, he leaves the clin­ic feel­ing con­cerned about his blood pres­sure. Once his diag­no­sis is updat­ed in the health­care CRM, mar­keters can noti­fy the patient about ser­vices relat­ed to heart health and hypertension.

5 Useful Email Trigger Campaigns for Healthcare

Email trig­ger cam­paigns can be mod­i­fied based on an end­less com­bi­na­tion of fil­ters and cri­te­ria. Keep these CRM uses in mind when cus­tomiz­ing your campaign.

1. Emergency room triggers are great tools for acquiring new patients for primary care physicians.

“If some­one comes into the ER, she will like­ly need fol­low-up care from a pri­ma­ry care provider after­wards,” Res­tle says. “We can con­tact the patient short­ly after her hos­pi­tal vis­it to help her con­nect with one.”

2. ER redirects can help healthcare marketers keep ER wait times short.

“Using fil­ters, you can look at peo­ple who are attend­ing the ER and exam­ine whether or not they’re receiv­ing the prop­er ser­vices there,” Res­tle says. “If they’re using the ER in lieu of pri­ma­ry care physi­cians, we can redi­rect them to look into pri­ma­ry care. If their issue would be bet­ter treat­ed at an urgent care clin­ic, we can send them a mes­sage let­ting them know that they can receive faster care at a clin­ic right down the street.”

3. Time between screenings can be used to inform patients that they need to schedule a mammogram, colonoscopy, or prostate exam.

A CRM data­base keeps track of patients’ annu­al screen­ings, which can noti­fy mar­keters when it’s time to send a reminder.

“The CRM can let us know that it has been 11 months since a patient’s last mam­mog­ra­phy,” Res­tle says. “We can send a per­son­al­ized mes­sage to that patient remind­ing her to sched­ule an appointment.”

4. Age is a simple indicator that lets healthcare marketers know when to recommend services.

“When a patient turns a cer­tain age, he might need to start sched­ul­ing prostate exams,” Res­tle says. “Alter­na­tive­ly, we can send a mes­sage wel­com­ing a patient to Medicare once they reach that milestone.”

5. Nurturing campaigns can use triggers to guide patients through the process of searching for and receiving care.

“The health­care indus­try is very dif­fer­ent today than it was ten years ago,” Res­tle says, “Today, peo­ple are pay­ing more out of pock­et expens­es, so they take more time to shop around. Not every­one is at the same point in terms of mak­ing deci­sions on health­care needs like bariatric surgery or joint replacement.”

A nur­tur­ing cam­paign fol­lows the patient’s lead, sug­gest­ing treat­ment only when the patient is ready. For exam­ple, peo­ple who are rel­a­tive­ly healthy may be sent infor­ma­tion regard­ing pre­ven­ta­tive mea­sures or sem­i­nars for cer­tain con­di­tions. If a patient attends a sem­i­nar, then fur­ther action can be sug­gest­ed, such as a screening.

“Not all email trig­ger cam­paigns are cre­at­ed equal,” Res­tle says. “A blan­ket screen­ing reminder let­ting con­sumers know that Feb­ru­ary is Heart Month is not as effec­tive as send­ing a screen­ing reminder to some­one who just found out they have hypertension.”

A Few Things to Remember

Make sure you fol­low these guide­lines when you’re craft­ing email trig­ger campaigns:

  • Include strong, mea­sur­able calls to action in your cam­paign. The right CTA, such as direct­ing read­ers to a track­able web page, will help you fol­low the consumer’s deci­sion-mak­ing process and eval­u­ate your campaign’s effectiveness.
  • Estab­lish para­me­ters for exclud­ing peo­ple the cam­paign wouldn’t be rel­e­vant for. You don’t want to rec­om­mend a pre­ven­ta­tive screen­ing for some­one who has just under­gone heart bypass surgery.
  • Per­son­al­ize your mes­sage, but don’t get too per­son­al. It’s okay to rec­om­mend a pedi­a­tri­cian to par­ents, but includ­ing the exact num­ber of chil­dren they have in that rec­om­men­da­tion can make them uneasy.

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