From Clicks to Cures: The Art of Effective Healthcare Email Marketing


Email marketing for healthcare is about engaging patients. It’s an important tool you can fully control, unlike your website. The people on your email list want to hear from you because they signed up for it. This doesn’t happen often.

Email marketing is still a crucial strategy in healthcare digital marketing. However, many healthcare professionals don’t use it for their practice. But there’s no reason not to use it while being HIPAA compliant. 

To ensure you don’t disappoint your patients, we’ll explain why email marketing is important for healthcare providers. We’ll also discuss the essential email campaigns to automate and how to keep patients informed through ongoing communication.

Why does email marketing matter for your practice?

When COVID-19 emerged, I had recently found a new doctor. It took me almost a year to find a suitable office that accepted my insurance and a doctor I felt comfortable with.

During my first visit, I provided all my contact information to ensure I wouldn’t miss any critical health-related messages. I expected my doctor to send me emails about staying healthy during the pandemic, CDC guidelines, and updates on how their office managed the situation.

However, my doctor’s office only sent me a few emails. They failed to provide the necessary information to protect myself during the pandemic.

Now, I’m searching for a new doctor because of this experience. This example illustrates why email marketing is crucial for healthcare. Your patients rely on you for information and trust you with their well-being. Also, it is a smarter way to ensure you satisfy them.

How to start?

Email marketing can make things easier by sending the right information to the right people at the right time. It also frees up some tasks on your to-do list.

Automate these types of email communications when starting your email marketing campaign for healthcare practices, beginning with the welcome series.

Welcome Series:

Engage your contacts when they are new to your practice. Try Send them a short series of welcome emails.

Welcome email #1:

The first email, the welcome/delivery email, should be sent right after a patient signs up. Keep it short and welcome them to your practice. It is best to Answer a few frequently asked questions and provide crucial introductory information, like what to expect on their first visit, EMR signup procedures, and future communication with your practice.

Welcome email #2:

The second email focuses on connecting with your patients. Encourage them to connect with you on social media, through secure EMR messages, or using secure text messages if applicable.

When patients engage with you on social media, it keeps your practice in their minds and reaches their connections, who may also choose you as their healthcare provider.

What Is There Except Welcome Email?

You can automate other types of welcome emails based on your practice.

These include appointment reminders, birthday or anniversary cards, and annual check-up reminders.

You can create special email series for specific groups within your practice, such as pregnancy health, newborn health, child care, and other baby-related healthcare information.

Are you a surgeon? You can manage the series of automated emails before or after surgery. These emails will provide information on preparing for surgery, what to expect at the healthcare organization, aftercare, and what to look for during recovery. You can also share additional resources to help patients recover.

If you’re a physical therapist, massage therapist, or sports therapist, you can create targeted series on stretching, injury recovery, and stress reduction. The same goes for psychologists, psychiatrists, and general practitioners.

There are endless possibilities for creating email campaigns or series for your patients as they go through different stages of their healthcare.

Keep talking to your patients or clients

Once you start talking to your patients or clients with a series of welcome messages, it’s important to keep talking to them. Plan to send an email campaign at least once a month.

Take some time to think about what kind of information you can share with your clients. You don’t have to create everything yourself. Just make sure to give credit to the original author.

Feel free to share information from educational seminars and blogs about popular healthcare topics and events. You can also use national holidays to start conversations about healthcare issues. And, of course, always share helpful healthcare tips and information about your practice.

Key Takeaways

When you do email marketing for healthcare, remember these essential things:

  • Follow HIPAA rules to protect patient privacy.
  •  80% of the content should be helpful or entertaining, and 20% can be about sales.
  • Be consistent by sending emails regularly on the same day and time.
  • Understand the significance of email marketing in healthcare think about other campaigns you can automate and what information you can share with patients.