If you’re brainstorming for content ideas before writing your next sales email to a prospective doctor or hospital executive, consider focusing on a current healthcare issue. Using current healthcare issues as the focus of an email is a great way to capture attention — after all, your potential clinical customers and administrative prospects are hungry for information. They need to stay on top of the latest regulatory announcements, research breakthroughs, population health trends, insurance and managed care news, and other healthcare issues that help them stay compliant and on the cutting-edge.
The challenge for healthcare professionals in the digital age is that it’s hard to keep up. Medical technologies are advancing quickly with regulations in the healthcare industry constantly evolving. Keeping current with all the news healthcare professionals need takes time — something most of them can’t afford to spare. Moreover, with all of the information that bombards them on a daily basis, it’s difficult to sort through it all to find what’s worth spending time to read.
Serving up relevant healthcare news in an email can have real value to your customers. If successful, writing a sales email focused on a current hot topic from the healthcare industry may further benefit your marketing and sales department — with a better email open rate.
How to Write a Sales Email Around Healthcare Issues
For your messaging to be effective, there are a few key elements you'll need when writing a sales email around current healthcare issues, including:
A Great Subject Line
Your customers and prospects won’t know the email is full of great information on current healthcare issues if they don’t open it. HubSpot offers guidance for writing a great subject line in general. Especially when you’re writing about a current healthcare issue, announcing it loud and clear in the subject line is your best bet.
A Complete Summary of the Healthcare Issue
Data from Boomerang shows that the ideal length for optimizing email response is around 125 words. Boil down the healthcare issue into the information that your customers need to know – and if warranted, consider including a link to your blog or website where you provide more detailed information. Make sure to check out our recent blog post on the Best Healthcare News Sites to Follow in 2019.
In addition to providing information on a current healthcare issue, also connect the dots for your customers by suggesting next steps. For example, give them the date a new regulation goes into effect with suggestions for how to comply.
Notify clinical leaders and hospital executives with insights specific to their specialty or relevant to their geographical market. Did a local competitor just invest in new robotics equipment or hire a talented new surgeon? Did a new ambulatory surgical center just open up? Is there pervasive population health challenge in their region where you could point to successful preventative measures.
A Call to Action
You don’t want to end engagement with your company when your customer finishes reading. Include a call to action (CTA) that gets them to click. The CTA may take them to that blog that explains the healthcare issue in more detail, or maybe it takes them to a form where they can subscribe to news alerts so you can help them stay up to date. Campaign Monitor offers some advice for creating effective CTAs, such as creating a sense of urgency and testing call to action buttons to find which color, style, and placement works best with your audience.
Added Benefit: Thought Leadership
By delivering valuable information on current healthcare issues directly to your customers’ inboxes, you may find that they begin to think of your emails as a source of information rather than marketing communications – and they may routinely click just to see what you have to say.
Your sales and marketing teams understand your customers well enough to know when news will impact their healthcare organizations and their ability to provide the highest level of care. Sharing that news, as well as the challenges it may create and possible solutions to those challenges, will demonstrate that you know the ins and outs of the industry, you understand your customers’ pain points, and you’re offering your expertise, products, and services as solutions.
The objective of writing a sales email can be more than announcing a new product or a promotion — although those emails can be quite effective. You also have the option to help keep your customers informed about current healthcare issues and point them toward resources that can help ease the impact those issues will have on their organizations. It’s just another way to demonstrate that your MedTech company is a great partner to have — whether they need the right systems and services, or they need information on their industry.
About the Author
Carevoyance contributor Bernadette Wilson of B Wilson Marketing Communications is an experienced journalist, writer, editor, and B2B marketer, specializing in content for technology companies.