Effective email marketing in healthcare can have immense ROI. After all, it is a cost-effective and direct line of communication with your patients that, when done right, can drive engagement, encourage repeat visits, and help build ongoing trust and credibility. However, healthcare providers are faced with unique challenges when it comes to using email marketing.
On the one hand, the goal is to engage patients and provide value to help build long-term relationships. On the other hand, the goal is to promote your services and, ideally, boost revenue via this marketing strategy. This balance can be tricky to achieve due to the sensitive nature of the healthcare industry; however, it is not impossible.
We’ve compiled 5 examples of healthcare emails done right. These top brands have excelled in the art of healthcare emails by blending valuable, informative content that addresses patient’s concerns with promotional content that presents itself as an empathetic helping hand.
Healthcare newsletter examples
Sending monthly or weekly newsletters is an excellent way to strengthen relationships with patients or customers. These regular communications serve as a direct line to your audience, allowing you to engage and educate them on relevant health topics consistently.
Each newsletter provides an opportunity to share reliable and practical health tips and update patients about clinic changes, new services, or special offerings.
Everlywell
Everlywell offers folks with at-home “health and wellness solutions.” In a recent newsletter they focus their message on addressing stress, a common concern among their audience. The email begins by empathizing with the reader, reassuring them that stress is a widespread issue, therefore establishing an immediate connection with their readers.
By offering a free solution—specifically, a list of vitamins and supplements known to alleviate stress—Everlywell demonstrates its commitment to customer well-being. Simultaneously, by subtly promoting its own supplements within the email's content, it reinforces the message that Everlywell not only understands the reader's concerns but also provides practical solutions.
Seasonal health campaigns
Another great way to connect with patients beyond the clinic is to send seasonal health campaigns. These campaigns are highly effective because they relate to current health concerns and conditions prevalent during specific times of the year.
Seasonal health campaigns allow healthcare providers to proactively address issues that are top-of-mind for patients during different seasons.
Natalist
Natalist offers “fertility, pregnancy, and postpartum essentials.” To ring in the new year, their email “TTC in the new year?” leans into the possibility that with a new year, folks begin to consider trying to conceive, thoughtfully tapping taps into the natural inclination people have to reflect on life changes and set new goals as the calendar turns.
This thoughtful and well-timed campaign exemplifies how healthcare providers can connect with their audience by aligning their messaging with their customers' lives' natural rhythms and aspirations.
Promotional healthcare emails
Promotional healthcare emails can significantly increase patient engagement. Offers tailored to patient needs can inform and encourage them to consider services they may not have known about. However, healthcare promotion emails come with their own set of challenges, HIPAA being the biggest hurdle.
ivee
Ivee offers “individualized medical care” services directly from home, including urgent care, diagnostic testing, IV therapy, and more. In a promotional email about their Membership and Programs, ivee takes the route of promotion through education.
Promoting medical treatments and procedures can be complex and often leaves patients with numerous questions and uncertainties.
ivee’s promotional email addresses this challenge by ensuring the content is clear, concise, and informative. Instead of overwhelming patients with technical jargon or complicated medical terms, Ivee breaks down the information into 3 digestible segments that guide the reader through their offerings:
- What the patient will receive
- How the program works
- What the next steps are
ivee’s educational approach in its promotional email informs and empowers patients, building trust and confidence in their services.
By addressing potential questions upfront, ivee reduces any concern that the patient may have regarding this service. This method of promotion through education is particularly effective in healthcare, where informed patients are more likely to engage with and benefit from the services offered.
Free service promotion templates: https://beefree.io/templates/service-promotion
Patient testimonials and success stories
Using patient testimonials and stories in healthcare emails helps build trust and credibility. When potential patients read or hear about others who have successfully navigated similar health challenges, it reassures them of the effectiveness and reliability of the services offered. These narratives humanize the healthcare experience, which can sometimes feel cold and direct, by showcasing real people and their journeys.
Much like any healthcare email, this one is particularly affected by the US HIPAA regulations. These emails require explicit consent and the careful handling of personal information.
Additionally, it is crucial that these testimonials and stories remain authentic. Fabricated or exaggerated stories can damage credibility, and it's important to avoid over-promising outcomes.
GoodRx
GoodRx provides telemedicine to track prescription drug pricing in the United States and offers drug coupons and medication discounts. In an email promoting their telehealth services, they use a patient testimonial to communicate the ease of their service.
GoodRx balances this strategy with maintaining client privacy by using anonymized testimonials and obtaining explicit consent from the patient. Anonymized testimonials protect the identity of the patients by removing any personal identifiers, ensuring that their privacy is not compromised while still providing authentic feedback about the service.
Transactional healthcare email examples
Transactional emails play an important role in healthcare, allowing providers to share essential information that brings ease to the patient’s experience. More specifically, transactional emails improve operational efficiency. Some examples of transactional emails in healthcare include
- Appointment confirmations and reminders
- Prescription and medication updates
- Follow-up care instructions
- Billing and payment notification
- Patient portal access
Hims
Hims is an “online telehealth platform that provides virtual healthcare and support for men's health.” In the order confirmation email below, Hims offers the patient important order information such as order ID, date paid, total charge, and payment method.
This transparency ensures patients have all the necessary details about their purchase, enhancing their trust in the platform. Additionally, Hims goes beyond just transactional information to offer patients peace of mind by reminding them of all the other free services they receive through their platform.
By highlighting these benefits, Hims reinforces the value of its service and strengthens its relationship with its patients. This approach confirms the purchase and reassures patients that they feel supported in various aspects of their health journey.
Start designing healthcare emails with Beefree
Navigating healthcare regulations can be challenging, but your email design doesn't have to be. With Beefree's intuitive design tools and templates, you can simplify your communication efforts to adhere to industry standards and focus on what truly matters: delivering exceptional care and valuable information to your patients
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