Powerful Communications with Patients
Email Marketing Connects.
There are many benefits to using email marketing to build relationships with and stay connected to existing and potential patients. Although it’s an integral part of the healthcare marketing strategy, many practices aren’t using it.
By developing an ongoing, and sometimes automated, email communication plan, your practice can position itself as a valued and caring partner in health.
Planning Regular Email Campaigns
It’s essential to keep the content fresh, informative and relevant to your audience. You must also be consistent. Pick a frequency that works for your practice and send emails on a schedule. It could be weekly or monthly.
Success consists of reaching out to your future patients while maintaining contact and educating your existing patients in a blended approach.
- Maintaining a high level of ongoing awareness and engagement.
- Providing value to current patients with education-based follow-up.
- Staying relevant and connected to previous and potential patients.
- Strengthening relationships by demonstrating care and knowledge.
Getting Critical Feedback: Surveys
You can also use email marketing to gain feedback from your patients. The feedback from a survey is actionable intelligence you can use to improve the patient experience, and address issues.Net Promoter Score (NPS) is one of the most effective survey methods to gather patient experience metrics. The data from an NPS campaign can assist in improving your relationships.
The NPS system categorizes your reviewers into three categories: Promoters, Passives and Detractors.
- Promoters are those patients that like the product and would recommend it to their friends. On a scale of 1-10, the customer would rate the product or service as a 9-10.
- Passives are those that would rate a business a 7-8 out of 10 as a likelihood of recommending the product or service are considered
- Detractors are those that are unhappy with the practice and are likely to leave a poor review. They would rate their likelihood of recommending the practice as a 0-6 out of 10.
The key to maximizing the Net Promoter Score is taking action and responding. Detractors and Passives can be turned into Promoters by asking for their feedback, acting on it and letting them know you addressed the situation. This will increase their positive feelings towards your practice, increasing their lifetime value and improving referral rates.