How patient engagement boosts email campaign efficiency

Patient engagement embodies a collaborative approach where patients receive medical care and actively participate in decision-making, goal-setting, and managing their health conditions. A study published in Nursing Research and Practice notes, “In the majority of the Western countries, patient engagement in health and social care policies is well established with the government commitment to foster interventions and research projects and methodologies which prioritize the 'patient’s voice' and the 'patient’s active roles in their own healthcare' as it leads to more responsive services and better outcomes of care.”

Healthcare providers can improve their email campaigns by engaging patients through personalized content, such as health tips, reminders for appointments or medications, and educational materials on chronic condition management. 

Metrics to measure email campaign efficiency

Certain metrics provide valuable insights into the effectiveness of email communications. These include: 

• Open rates measure the percentage of recipients who open the email, indicating the initial interest in the content.
• Click-through rates show the proportion of readers who click on one or more links in the email, assessing engagement with the content.
• Conversion rates calculate the percentage of recipients completing a desired action, such as scheduling an appointment, evaluating the email's effectiveness in achieving specific objectives.

See also: 5 email marketing stats for healthcare providers

The role does personalized content play

According to a recent survey, 62% of patients said good communication and continuous engagement matter the most for patient satisfaction. When healthcare providers tailor their emails to address individual patient needs, interests, and health concerns, they establish a more meaningful connection with the patient. This personalization can range from using the patient's name to including information relevant to their specific health conditions or treatment plans. 

This customized communication should still be accompanied by an adherence to HIPAA’s requirements in the case of healthcare organizations' email communications. HIPAA compliant email iis necessary, as personalizing an email often uses protected health information such as the patient's name or the relation of content to a patient's medical history. 

See also: Can you personalize a healthcare email?

Best practices for engaging patients through email campaigns

Engaging patients effectively through email campaigns in healthcare involves several best practices that ensure the communication is both relevant and impactful. Here are some key strategies:

• Tailor email content to each patient's specific needs and preferences. Use their name, reference their recent appointments or treatments, and provide information relevant to their individual health journey.
• Focus on sending information that is genuinely useful to the patient. This could include health tips related to their conditions, updates about new treatments or services, and educational content that empowers them to take charge of their health.
• Find a balance in email frequency to keep patients informed without overwhelming them. Too many emails can lead to disengagement, whereas too few might make them feel disconnected. 
• Healthcare topics can be complex. Use clear, straightforward language and avoid medical jargon to ensure that all patients, regardless of their medical knowledge, can understand the content.
• Every email should have a clear CTA, whether it’s to book an appointment, read more about a health topic, or follow a plan of care. 
• Ensure that emails are mobile-friendly, as many patients will access them on their smartphones or tablets. Emails should display well on all screen sizes for easy reading and interaction.
  
  

FAQs

What is the connection between marketing strategies and patient engagement?

The connection between marketing strategies and patient engagement lies in using tailored marketing techniques to actively involve patients in their healthcare, thereby enhancing their experience and satisfaction.

What is the key factor to successful patient engagement?

The key factor to successful patient engagement is effective communication that is personalized, relevant, and respects the preferences and needs of the patient.

What are the 4 P's of engagement?

The 4 P's of engagement are Personalization, Participation, Partnership, and Patient-centered care.