Woo Physicians Over Through Targeted Email Automation

by | Aug 14, 2017 | Physician Marketing

Leveraging a successful email automation campaign to physicians starts with strategy, is told through the vehicle of story, and produces the best results when cycled through a workflow.

True North Cus­tom Chief Mar­ket­ing Offi­cer Jason Skin­ner describes the way we help clients reach this elu­sive and busy audi­ence with email automa­tion campaigns.

“Essen­tial­ly, the entire email cam­paign is pro­grammed to react to user response, and the email list stays con­tin­u­al­ly updat­ed,” Skin­ner says. “When new users are added, they are auto­mat­i­cal­ly placed into the begin­ning of the email sequence, which uses a com­bi­na­tion of drip and trig­ger emails. If users aren’t engag­ing, we’ll peri­od­i­cal­ly ask them if they are still inter­est­ed in receiv­ing emails, remov­ing any from the list who opt out. For those who show inter­est (based on open and click rate) we con­tin­ue mov­ing them along from aware­ness to conversion.”

The over­all goal of physi­cian nur­tur­ing is to engage, edu­cate, and prompt action, but before we set out on a spe­cif­ic cam­paign, we work with clients to move them through ground­work steps, Skin­ner says.

Masterminds at Work 

Devel­op­ing a suc­cess­ful physi­cian email automa­tion nur­tur­ing strat­e­gy starts with a thor­ough under­stand­ing of your goals and met­rics for suc­cess. First, we meet with you to learn about the tar­get physi­cian audi­ence to ensure the email con­tent aligns with their needs and preferences:

  1. Iden­ti­fy the audi­ence. This step hones in on the type of physi­cian you’re look­ing to reach. Say you want to com­mu­ni­cate with pri­ma­ry care physi­cians (PCP) to dri­ve refer­rals to ortho­pe­dists for knee or hip replace­ment. At this stage, we would iden­ti­fy the unique needs and pref­er­ences of that audi­ence in plan­ning content. 
  2. Cre­ate a tar­get­ed list. We pull PCP emails from your opt­ed-in list based on iden­ti­fied demo­graph­ics to cre­ate a tar­get audi­ence email list. 
  3. Out­line the scope of the cam­paign. Togeth­er, we deter­mine the num­ber of drip emails, the cadence for send­ing them, and when to employ trig­ger emails.
  4. Select top­ics and con­tent vari­ety. You want to mar­ry inter­est­ing top­ics with a vari­ety of con­tent types—long form, short form and infographics—to tell your sto­ry in a com­pre­hen­sive and con­cise way. 

    “This is where we cre­ate and design cus­tom con­tent based on your indi­vid­ual pref­er­ences and cam­paign scope,” Skin­ner says. “It’s the life of the entire cam­paign. With­out rel­e­vant, dynam­ic, com­pelling con­tent, every­thing plummets.”

  5. Orga­nize and launch. Since this is about telling a sto­ry, we orga­nize the emails into a sequence that is flu­id. Then, we input them into an automa­tion sequence.
  6. Opti­mize based on A/B test­ing. The sto­ry isn’t over after hit­ting send. We mon­i­tor how emails are per­form­ing, and gauge click-through rates and drop-off tim­ing. We also look at which sub­ject head­lines are doing best, and adjust accordingly.

“We lean into the data to find out what is work­ing and what needs refine­ment,” Skin­ner says. “If there is a 75% drop-off rate after email six, let’s talk about reduc­ing con­tent. Alter­na­tive­ly, we might see engage­ment spike after email five and see a need for more con­tent. What­ev­er the case, this is our health check, and we make adjust­ments based on what we find out.”

A Spike in Referrals

As this process unfolds, the results become clear: Physi­cians refer patients to your spe­cial­ists. Reach­ing these busy pro­fes­sion­als can be a chal­lenge, but a tar­get­ed and smart email automa­tion cam­paign can make the dif­fer­ence between engag­ing with that physi­cian or wind­ing up with a missed opportunity. 

Ready to engage your target physicians?

Our team of health­care mar­ket­ing experts can help you engage physi­cians to sup­port refer­rals, rep­u­ta­tion and recruit­ing strategies.

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