Effective welcome email strategies for new patients

A well-designed welcome series serves multiple purposes in a healthcare organization. It introduces patients to the healthcare organization and sets clear expectations regarding their care journey. According to a Seminars in Hearing paper, Digital Marketing for Private Practice: How to Attract New Patients, social media has an impact on patient introductions: “Practitioners encounter patients who are not only knowledgeable about their medical conditions but also know a good deal about the background of their physicians even before the first visit.” A welcome series using HIPAA compliant email balances this by providing accurate medical information to prepare them for their first appointment. It shifts the responsibilities from both sides and alleviates anxiety in new patients.

The main elements of welcome emails for new patients

1. Start emails with a warm welcome and thank the patient for choosing your practice. 
2. Provide a brief overview of the practice, including its mission, values, and what sets it apart from others to help new patients understand the care philosophy they can expect.
3. Introduce key team members and their roles and specialties to personalize the experience. 
4. Include important details like office location, contact information, hours of operation, and instructions for accessing the patient portal if available. 
5. Offer valuable health tips or educational content relevant to the patient’s needs or conditions.
6. Address common questions new patients might ask regarding appointment, billing, etc. in an FAQs section in the email. 
   
   

How to personalize welcome emails 

Personalization begins with the use of data collected during the registration process to tailor content to the patient's individual health needs. For instance, if a patient has indicated a particular health concern, the welcome email can include relevant educational resources or tips related to that condition. For instance, if a patient shows interest in nutrition during the initial appointment scheduling call or email, the welcome email could include links to dietary resources. HIPAA compliant email platforms like Paubox provide segmentation that assists with sending targeted messaging. By segmenting patient lists into specific needs, tailored content can reach the recipients it resonates with the most. 

Strategies to accompany welcome emails

1. Organize orientation sessions for new patients to familiarize them with the practice. 
2. Send detailed information before the first appointment, including what to expect, necessary documents to bring, and instructions for insurance verification. 
3. Prepare welcome kits that include educational materials, practice information, and small gifts or resources that patients can take home after their first visit. 
4. Ensure that the check-in process on the day of the appointment is warm and welcoming with staff trained to greet patients with a smile. 
5. Provide pamphlets or brochures during the first visit that cover important topics related to patient care and available services. 
6. Conduct follow-up calls after the initial visit to check on patient satisfaction and address any concerns.
   
   

FAQs

Is the use of commercials to attract patients a HIPAA violation?

The use of commercials to attract patients is not inherently a HIPAA violation but to remain compliant they should meet specific requirements like not using PHI without consent.

When can patient testimonials be used in welcome emails? 

Patient testimonials can be used in welcome emails if they have been obtained with the patient’s consent and do not include any identifiable PHI. 

Why should mobile friendliness be considered in welcome email design?

Mobile-friendliness should be considered in the welcome email design because several patients access their emails via mobile devices.