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The healthcare sector is an industry that faces a constant shift and progress toward offering more advanced medicines and medical facilities for patient care. To effectively improve the quality of their practice, medical executives and directors are always looking for a way to connect with qualified professionals and vendors for their business and recruitment process.
Today, through this blog article, we’ll learn the 5 mistakes of healthcare email marketing that every marketer makes while reaching out to potential prospects, along with tips to reduce the repercussions. The only thing that comes to mind when targeting specific markets in the Business-to-Business industry is email marketing. Though email is considered an outdated marketing channel, it is still used as one of the crucial ways to reach prospects in the B2B medical sector.
What is B2B Healthcare Email Marketing?
Healthcare email marketing in terms of B2B involves targeting the businesses related to medicine, such as manufacturing firms of equipment, tools, and devices used in surgery, dental practice, machines, and apparatus used by various clinical labs and diagnostic centers, and pharmaceuticals to engage, nurture and drive conversions effectively.
To effectively reach your targeted buyers, it is crucial to know what methods will be the best practice to reach them to promote your brands, products, and services. However, some vendors and service providers make mistakes in email marketing.
Here are the 5 Mistakes of B2B Medical Email Marketing:
1. Not Being Privacy Compliant
Privacy Compliant is the United States legislation that is involved in the standard of maintaining data privacy and security of the customer’s data, which can’t be used for any kind of marketing and sales without their consent.
Some of the data complaints are the European Union General Data Protection Regulation (GDPR), California Consumer Privacy Act (CCPA), Health Insurance Profitability and Accountability Act (HIPAA), CAN-SPAM Act, etc. With such data complaints, you can easily send your advertising emails to specific prospects without being spammed.
If you fail to use data compliance in your campaigns, it leads to serious issues such as fines, criminal proceedings, damaged reputations, and much more. Hence, it is important to buy leads from healthcare database firms that follow strict data privacy laws.
Tips for ensuring emails are HIPAA compliant:
Using verified & encrypted email lists
Buying leads from random vendors
Obtaining the prospect’s consent before sending promotional emails
2. Ignoring Mobile Optimization
Since the major tech revolution, the industry saw a major shift in prospects accessing and consuming emails via mobiles, smartphones, and tablets. Most businesses, including B2B, also seek mobile optimizations to increase their responses and engagement.
According to a recent survey, over 60% of users want to check their emails through mobile devices. As it is very convenient for them to use, and these key decision-makers are always indulging themselves in multitasking. If your promotional emails aren’t optimized for smartphones, they appear out of design and pattern, making it difficult for prospects to consume your advertising messages.
Tips for optimizing for mobile:
Using responsive email designs
Keeping the content concise and easy to read
Ensuring buttons and CTAs are easily clickable on mobile devices
3 Not Segmenting Email Lists
Every health expert functions differently. The surgeons perform in the operation theater, and the dentists in the clinics or acute care hospitals. So, your one-size-fits-all marketing efforts don’t work here. These professionals look for different products from you.
That’s where the email list segmentation jumps into play, as it helps you deliver more relevant content, increasing engagement rates and personalizing your buyer’s experience. At FountMedia, you can easily get access to segmented healthcare email lists based on specific criteria to assist your campaign requirements.
Ways to segment:
By buyers demographics (location, country, state, zip code)
By industry standards ( NAICS code, SIC code)
By medical practice (job title, specialty, practice type)
By total revenue, sales volume, and much more
4. Neglecting to Test and Analyze
The testing and analyzing in your email marketing is much needed to attract and laser-focus the potential prospects in the clinical field. Continuous improvement in your campaigns helps marketers to reduce complacency and save money and resources.
Here’s how testing and analyzing help your campaign efforts:
Shapes your Products and Services
Optimizes your way of targeting
Boosts your Customer Retention Rate
Enhances lead quality for your sales team
What Are the Things to Test?
Email designs and layouts.
Best times and days to send.
5. Overwhelming Recipients with Too Much Information
It is important to maintain brevity while engaging with medical experts, as they are highly educated and maintain a sense of good communication. Therefore, your marketing email should be simple, concise, and short and speak only the necessary points of your products or solutions.
The consequences of long, dense emails can result in recipients skipping or even deleting without reading. Brevity in healthcare ensures clear communication, swift decision-making, and reduced errors. Time-sensitive situations demand concise information. Clarity saves lives, enhances patient care, and improves efficiency in medical procedures and administration.
Tips for effective email content:
Focusing on one primary message or call to action.
Use bullet points or infographics for easy skimming.
Including clear and concise headlines.
To sum up, the 5 mistakes of B2B healthcare email marketing, which are outlined in this blog article, are very keen to note and avoid if you’re expecting to improve your engagement and responses from your targeted intent buyers. Mistakes such as — not being privacy compliant, ignoring mobile optimization, not segmenting email lists, neglecting to test and analyze, and overwhelming recipients with too much information can not only hamper your campaign strategies but also drain your time and money.
Therefore, it is necessary to avoid such mistakes and refine your advertising plans to boost your targeted outreach across the healthcare sectors and improve engagement and response rates from your prospects. Remember, with the right data + promotional strategies, you can take your B2B healthcare marketing to new heights and get highly qualified leads through efficient nurturing. Are you seeking a genuine, trustworthy, and highly responsive database for your B2B lead prospecting? Then buy our healthcare mailing lists today and reach top medical prospects worldwide.