Dermatologists are, without a doubt, one of the most sought-after medical practitioners in the world. The demand for dermatology services has increased now more than ever. This is mainly due to the effects of the increased harm from UV rays exposure and people’s general interest in trying out age-defying treatments. To meet this increasing demand, the competition between dermatologists is also rising. In turn, it has also become more difficult for patients to reach out to the best in the field. But thankfully, email marketing is here, then and now!
Many assumed that email marketing would become obsolete as the digital era advances, with text messaging, social media, and other communication channels gaining popularity. On the contrary, social media and text messaging have not displaced traditional email marketing strategies.
At the start of 2022, email remains an ever-present form of communication and an opportunity-rich marketing channel for your dermatology practice. And being the least costly digital marketing strategy known to deliver outstanding results, embracing email marketing may be the best option for your practice. In this post, we will learn how to maximize the potential of email marketing and reach a wider audience for your practice.
Newsletter: how to craft a great one?
One of the most effective forms of email marketing is the newsletter. Why? It provides regular communication and helps establish relationships with potential and current patients. A well-crafted and high-quality newsletter can gain loyal leadership, like a blog or podcast, as it piques your audience’s interest. Some of the best tricks for a successful and compelling newsletter include:
- Consistency: You should publish your newsletters regularly on a specific schedule. Monthly is typically best because most busy people prefer infrequent emails.
- Stellar content: A newsletter is not a head-on advertisement. It should focus on educating the readers, elaborating on topics of interest, sharing news about your practice, or any other relevant and valuable information.
- Versatility: When you create a newsletter, odds are, you’re using an HTML template. However, that format is not always compatible and accessible among email readers. Also, some people opt to view messages in plain text. Hence, providing a well-presented text version of your newsletter is vital.
- Shareability: Sharing is not merely for social media but for email marketing as well! People tend to enjoy passing along exciting information to their peers. Be sure that your newsletter includes a convenient sharing button or link.
- Timeliness: Unlike website content, email newsletters are primarily viewed in a short while. That means you must grab such an excellent opportunity for time-sensitive content and ensure your newsletter is exciting, relevant, and fresh. You may include weather-related skincare tips, mentions of local events, holiday greetings, recent happenings in your clinic, and other related topics.
Promotional email VS spam
When done correctly, promotional emails can be effective in email marketing. But if people view your message as spam, it will not be effective and may impact your practice negatively on the receiver’s view. The key is to perceive promotional emails as another form of content marketing. You may be promoting your dermatology services, but it’s not only a plain advertisement as it offers value to your readers.
To add value to your promotional emails, here are some things you can do:
- Provide relevant information – Do not merely promote your practice but also educate the readers about it. Examples are answering frequently asked questions, introducing people to a new product, or explaining relevant clinical studies.
- Segment your mailing list – Segmentation divides your mailing list into segments based on interest and sends relevant messages separately to different parts. For instance, some patients may be interested in acne treatments, while others are into anti-aging solutions. Segmentation is key to capturing these groups’ particular attention.
- Offer value–added extra – When this happens, you are not solely advertising a service but also ushering your reader to a juicy deal. Limited-time offers, such as monthly specials, tend to trigger interest and spur people to action. This has something to do with FOMO (fear of missing out) from people, and it’s up to you to leverage that opportunity.
Drip marketing is a tactic that many business owners have not explored. It refers to keeping a sequence of pre-written emails on various topics ready. Over time, these emails are sent to people who have recently shown interest in a particular subject. For instance, you discovered that a subscriber has inquired about treating eczema but has not booked an appointment with you yet. In this case, drip marketing is the best action to take.
Start with providing solid insight on you and your dermatology practice, the things to expect when people visit your clinic, your success rates, and also, share reviews from your past clients. Remember to send all emails that nudge people down your sales funnel and schedule an appointment with you.
All communication is marketing.
Email marketing is not only about newsletters and promotions. Our guess is you probably don’t perceive follow-ups, appointment reminders, and responses to inquiries as marketing. All these are essential, routine communication in which every interaction contributes to the overall patient experience. An untimely, unprofessional, or impersonal message will reflect on your practice negatively. Whereas a positive experience helps establish solid patient relationships. Satisfied patients will most likely return, and they will more likely leave positive reviews and feedback. For that reason, loyalty is the final stage of the marketing funnel.
Email use is ingrained in today’s business and everyday life. That makes email one of the most valuable and available marketing channels for your dermatology practice. If you’re contemplating email marketing but don’t know where to start, Growth99 can help you! A leading digital marketing company with innovative technology that has aided hundreds of medical spas and aesthetic practices, you can be confident that our years of knowledge are something you can rely on. Book a free consultation, and together, let’s discover what more is in store for your dermatology practice!