OPTIMIZE E-MAIL MOBILE MARKETING INITIATIVES FOR HEALTHCARE PROFESSIONALS : Healthcare, Digital Marketing and Market Access Strategy - John G. Baresky
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by John G. Baresky on 04/26/20

There is limited access to many medical professionals and other healthcare decision makers due to COVID-19 restrictions 

Digital marketing has taken on new priority in driving healthcare sales as hospitals, health systems, professional buildings, medical practice groups, dialysis clinics, surgery centers, pharmacies and other medical facilities are limiting access to "patients only" due to COVID-19 issues.

Mobile marketing is an essential go-to pathway to reach healthcare professionals and medical administrative leadership

The role of mobile marketing and e-mail marketing as a digital marketing tandem is expanding. For healthcare product and healthcare service companies communicating with doctors, nurses, pharmacists and clinical or organization administrative leadership, it needs to be effectively orchestrated to account for costs, commercial effectiveness and customer engagement.

Email marketing opportunities via mobile have advantages and challenges 

Email marketing is an optimum way to engage healthcare customers. It is important for healthcare marketing professionals as well as digital marketing and advertising agencies to deeply optimize email marketing strategies and tactics for targeted medical desktop and mobile phone user respondents.

Use this checklist of pivotal elements to fortify email marketing initiatives deployed via mobile:

  • Be certain speed is maximized for landing pages, downloads or website forwarding

  • Minimize all steps necessary for the audience to register for a download or to subscribe
  • Optimize images so they are clear and position well within the confines of mobile displays
  • Streamline and format all content carefully so it can be rapidly comprehended via scrolling
  • Bullet points are an ideal way to feature key concepts, attributes, value propositions, deliverables, dates and costs
  • Campaign calendar management needs to be on point so targeted audiences receive emails at appropriate times and at the right frequency to increase engagement --while minimizing opt-outs!
  • A/B testing of email subject lines and critical content must be exercised with precision to save time and money while increasing the value of data and how it is applied to improve campaign outcomes
  • Target your healthcare professional and administrative audiences appropriately, be certain what you are offering specifically aligns with their interests and needs otherwise you are in effect spamming them and their opt-out will prevent further opportunities to engage them
  • Be cognizant of your competition, they are jockeying for position in the digital space just as you are, take all measures to distance your digital marketing initiatives from them and disrupt the competition with more effective and innovative measures



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