Nemours Physician Email Campaign Triples Industry Average

by | Apr 27, 2017 | Digital Strategy

True North Custom used strategic testing and tweaking to make Nemours/Alfred I. duPont Hospital for Children’s pediatric orthopedic email campaign a resounding success.

Nemours Chil­dren’s Health Sys­tem is one of the largest inte­grat­ed pedi­atric health sys­tems in the nation. To pro­mote its Ortho­pe­dic Cen­ter at duPont Hos­pi­tal for Chil­dren, Nemours turned to True North Cus­tom for a robust physi­cian email campaign.

Overview and Objectives

Since open­ing its doors in 1940, duPont Hos­pi­tal for Chil­dren has been treat­ing com­plex pedi­atric ortho­pe­dic con­di­tions. Today, the Nemours Ortho­pe­dic Cen­ter team han­dles more than 40,000 out­pa­tients and 6,000 pro­ce­dures each year.
Physi­cians with duPont Hos­pi­tal for Chil­dren have led the way in treat­ing and research­ing pedi­atric ortho­pe­dic con­di­tions for gen­er­a­tions of children.

Nemours turned to True North Cus­tom to height­en aware­ness of their capabilities—both nation­al­ly and inter­na­tion­al­ly. True North Cus­tom cre­at­ed a pro­gram that paired cus­tom con­tent with a tar­get­ed cam­paign designed to enhance:

  • Audi­ence engagement
  • Brand aware­ness
  • Ser­vice line growth
  • Rep­u­ta­tion via U.S. News & World Report Best Hos­pi­tal rankings

Marketing Strategy for a Physician Email Marketing Campaign

After eval­u­at­ing the mar­ket­ing needs of Nemours, True North Cus­tom worked togeth­er with Nemours Mar­ket­ing to devel­op a physi­cian email cam­paign tar­get­ed to pedi­atric ortho­pe­dic sur­geons.  Each email newslet­ter fea­tured the use of inno­v­a­tive sur­gi­cal tech­niques, case stud­ies, research pre­sen­ta­tions, and the appli­ca­tion of cut­ting-edge tech­nol­o­gy to patient care.

Each quar­ter, the email newslet­ter is deployed from the world-renowned Chair­man of the Nemours Ortho­pe­dic Depart­ment with a sin­gle sub­ject line designed to pique inter­est and dri­ve engage­ment. A few days lat­er, the same email is rede­ployed to recip­i­ents who did­n’t open the first email, this time high­light­ing a dif­fer­ent top­ic with­in the newsletter.

By com­par­ing ana­lyt­ics show­ing the dif­fer­ing respons­es to each e‑blast, True North Cus­tom was able to deter­mine what drove physi­cian inter­est and then use that infor­ma­tion to craft future emails in the cam­paign and enhance the user experience.

The result was an email open rate that blew indus­try aver­ages out of the water.


Com­pared with oth­er physi­cian e‑mail cam­paigns that have aver­age open rates of 10–11%, a recent pedi­atric ortho­pe­dic cam­paign for Nemours had an open rate of 31.72%. The cam­paign also exceed­ed the aver­age click-through rate for e‑mails tar­get­ing physicians.



Average Open Rate


Pediatric Orthopedic Campaign Open Rate

True North Cus­tom con­tin­ues to help Nemours Ortho­pe­dic Cen­ter reach pedi­atric ortho­pe­dic sur­geons world­wide with mes­sages that res­onate. As infor­ma­tion and ana­lyt­ics are reviewed after each email, True North Cus­tom presents cam­paign ana­lyt­ics to Nemours with rec­om­men­da­tions for the next email blast.

This work, paired with Nemours’ will­ing­ness to adjust the approach and con­tent on an ongo­ing basis, has cre­at­ed an physi­cian email mar­ket­ing cam­paign that res­onates with that par­tic­u­lar sub­spe­cial­ty group.

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