Is There a Doctor in the House? Reaching Out to Doctors


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.

Do:
– Keep the subject line concise (less than 35 characters)
– Minimize extensive scrolling through the email
– Show readers a benefit without being overly promotional

Don’t:
– 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.

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The Changing World of Medicine


What has had the biggest impact on the medical industry in the past 30 years? Would you guess privacy laws and legislation? Maybe a new medical procedure that drastically reduces mortality rates? Or, could it be the introduction of company email addresses and the prevalence of the internet in our everyday lives?

For medical marketers, we would venture to say that the internet has created the strongest impact in the lives of doctors, nurses, physicians assistants and even administrative assistants. This is because medical professionals are infamous for being difficult to reach directly. Sales calls may last a grand total of two minutes – which is barely enough time to promote medical equipment or the new drug for arthritis.

It’s time to take a look at targeted email campaign, one of the most cost-effective mediums that provides a respectable return on investment (ROI). To become visible to the appropriate healthcare professionals, you need to gain access to the physicians email addresses, or better yet, the hospital list. Companies such as MMS have been pinpointing perfect prospects for clients including pharmaceutical marketers, continuing medical education (CME) providers, publishers, and recruiters, along with the their list brokers, ad agencies and other marketing partners for over 80 years.

Over the next four weeks, we will provide insight on the effect of email marketing on the changing world of medicine, and how you can stay ahead of the curve when it comes to marketing your products to physicians, assistants and everyone in between. In the meantime, visit our Facebook and Twitter pages for updates in healthcare, special marketing promotions and helpful tips to increase your market share through email marketing.