5 Best Practices for Email Marketing in Healthcare

healthcare email marketing

Email Marketing in Healthcare is a great way to connect with your target audience and increase patient engagement. It helps you build relationships with patients and keeps them informed of the latest offerings, news, and updates from your healthcare organization. However, if not done correctly, it can also be an ineffective and costly endeavor. To ensure success with your email marketing efforts, it’s important to follow some best practices. In this blog post, we will discuss the top five best practices for Email Marketing in Healthcare.

1) Use a Healthcare-Compliant Email Service Provider 

In the healthcare industry, you need to be extra vigilant when it comes to email compliance. Since the industry is heavily regulated and deals with sensitive patient data, it’s important to use an email service provider that is compliant with all applicable laws and regulations.

When selecting an email service provider for your healthcare business, look for one that offers HIPAA-compliant services. This means that the provider follows security protocols and procedures to ensure the privacy of personal health information. They should also have a reliable infrastructure, such as encrypted servers and automated backups, to protect patient data.

Another important factor to consider is whether or not the email service provider has experience in healthcare email marketing. An experienced provider will be able to better understand your needs and provide guidance on how to best utilize email to reach your goals.

Finally, make sure you find a provider that offers excellent customer service. An experienced email service provider should be able to help you navigate the complexities of healthcare email marketing and answer any questions you may have. With the right email service provider, you can ensure that your emails comply with all applicable laws and regulations.

2) Keep Your Email List Clean

Physicians email list is a great way to reach out to your target audience, but it is important to keep your email list clean and up-to-date in order to get the most out of your efforts. To maintain a healthy email list, you should regularly remove invalid, stale or unresponsive emails. This can be done manually or by using an automated system that will detect and delete invalid emails.

You should also periodically check for duplicates and typos in your email list. This is especially important if you have obtained the emails from multiple sources and have merged them into one list. Additionally, it is important to remove any emails that have not responded to any of your emails in a certain amount of time. You should also create a process for verifying any new subscribers that are added to the list.

3) Use Segmentation 

Segmentation is one of the most important strategies when it comes to email marketing in healthcare. It allows you to target specific groups of people with tailored messages that are more likely to engage and respond. Segmentation can be based on demographics, such as gender or age, or based on behaviors, such as past purchases or website activity.

Using segmentation, you can create personalized messages for each segment of your email list. This allows you to target your message more effectively and increase the likelihood of a response. For example, you could send an email about a new health plan to those in your list who are nearing retirement age. You could also send a promotional email about an upcoming event to those who have previously attended one of your events.

You should also consider segmenting your list based on healthcare-specific factors, such as insurance provider, medical specialty, and geographical location. This can help you ensure that the right people receive the right message at the right time. Additionally, segmentation allows you to track the effectiveness of your emails, so you can adjust future campaigns accordingly.

Segmentation is an essential tool for successful email marketing in healthcare. By properly segmenting your list, you can ensure that your emails reach the right people with the right message at the right time.

4) Personalize Your Emails 

Personalizing emails is a great way to engage healthcare consumers and make sure they stay interested in what you have to offer. It’s important to make sure that your emails are relevant and tailored to each individual consumer’s interests, needs, and preferences. Here are some ways you can personalize emails for your healthcare audience:

• Include the consumer’s name or title in the email subject line. This will help capture their attention and make them feel like you’re talking directly to them. 

• Use gender-specific language when appropriate. For example, you may use “he/she” or “him/her” instead of just “they.” 

• Personalize the content of your emails with information about the consumer’s location, interests, age group, etc. 

• Send targeted emails to individuals or specific segments based on their past behaviors or interactions with your brand. 

• Make sure the emails you send are tailored to the consumer’s individual needs. Don’t send generic emails that don’t provide any value. 

By personalizing emails to your healthcare audience, you can make sure they are engaging with your brand and continue to be interested in what you have to offer.

5) Use Triggered Emails

Triggered emails are automated emails that are sent to your customers based on certain actions they take. In healthcare, these emails can be used to alert patients when their appointment has been confirmed or remind them to refill their prescriptions. They can also be used to send out surveys after a patient visit to get feedback. 

Triggered emails can help improve engagement with your patients and increase customer satisfaction. You can set up multiple triggers based on different criteria and tailor the content of the emails to match the patient’s needs. For example, if you have a patient who is diabetic, you can set up a trigger that sends out an email reminding them to check their blood sugar levels or offering nutritional advice. 

Triggered emails also save time and effort since you don’t have to manually send out emails for each individual patient. This allows you to focus your energy and resources on other tasks, like developing new marketing strategies or improving your customer service. 

Overall, triggered emails are an invaluable tool for any healthcare provider looking to maximize their email marketing efforts. By setting up the right triggers and customizing the content of your emails, you can ensure that your messages are being received by the right people at the right time.


Email marketing is a powerful tool for healthcare organizations, and can be used to reach existing and potential patients, promote services and products, increase patient engagement and satisfaction, and build relationships with patients. Following the five best practices outlined above can help ensure that your email marketing campaign is compliant, effective, and successful. Keep in mind that it’s important to keep your email list clean and segmented, use personalization when applicable, use a healthcare-compliant email service provider, and use triggered emails to maximize impact.