Having a hard time reaching doctors to promote your products and services? You are not alone. The only way to get doctors, dentists and other medical decision makers to pay attention to your company is to provide them with a compelling value proposition, prove why they should choose you, and then give them an incentive to act now.
Traditionally, we have tried to engage doctors via sales representatives. However, we have seen busier doctors who are not willing to schedule an appointment with sales reps. It is time to consider an interactive approach with a brand new strategy.
Your goal should be to build an online relationship with the medical professional. You want to provide them with enough information that will entice them to click a link in your email and browse your company’s website. Here are four tips to creating a great email campaign for doctors:
- The appearance is as important as the message. Of course, you want to get the doctor’s attention, but you should avoid tactics that may cause your e-mail to be classified as spam.
– Keep the subject line concise (less than 35 characters)
– Minimize extensive scrolling through the email
– Show readers a benefit without being overly promotional
– Write in ALL CAPS or use exclamation points
– Use more than two font styles
– Use red text
- Write copy that is meaningful. Remember, people scan, rather than read content online. Keep the copy brief and to the point. Use short blocks of text and bullets to make it easy to scan. Individuals receive lots of e-mail everyday and may simply delete communications that are too wordy and difficult to view.
- Offer something. Your offer could be a white paper, seminar or special deal that is available to email subscribers only. This added bonus is an incentive that may give doctors a reason to open your follow-up emails.
- Have a call-to-action. This has to be clear to your reader. If possible, include the call to action at both the top and bottom of an e-mail to ensures that recipients who look only at the beginning of an e-mail or skip to the end get the message.
E-mail copy should be consistent with the company’s brand. Consider it part of an ongoing conversation. The precise tone may vary depending on audience, but the message needs to come from the same person. By maintaining a clear connection to your brand, you tell doctors that your e-mail is legitimate.