How Atlantic Health Improved Their Email Strategy: Lessons Learned
Atlantic Health, a healthcare system with several hospitals and medical centers in New Jersey, wanted to boost patient engagement and improve communication. One of the ways they achieved this was by revamping their email marketing strategy. In this article, we will look at the lessons learned from Atlantic Health’s successful email marketing campaign.
Introduction
Email marketing can be a powerful tool in engaging with patients, building stronger relationships, and boosting brand awareness. However, crafting a successful email marketing strategy requires more than just sending emails to a list of subscribers. With its focus on personalization, segmentation, and valuable content, Atlantic Health’s email marketing strategy provides a great example of how healthcare providers can engage with their patients in a meaningful way.
Segmentation is Key
One of the first steps that Atlantic Health took to improve their email marketing strategy was to segment their email list. Rather than sending generic emails to everyone on their list, they used data to understand their subscribers’ needs and preferences, and sent targeted messages to specific segments. For example, they tailored messages to specific age groups, geographic locations, and healthcare needs.
Personalization and Customization
In addition to segmentation, personalization and customization were vital components of Atlantic Health’s email marketing strategy. They used subscribers’ names, interests, and past behaviors to personalize their messages, making them feel more relevant and valuable. Moreover, Atlantic Health provided relevant information such as appointment reminders, refill alerts,and health tips to engage the patients, and encourage them to schedule (or confirm) appointments.
Consistency is a must
Atlantic Health ensured that their email messages were professional, attractive, and consistent. They established a template for their emails that was easy to read and understand and included their branding. By maintaining consistency, they reinforced their brand image in their subscribers’ minds.
Quality Over Quantity
Finally, Atlantic Health recognized that quality is more important than quantity. Instead of bombarding subscribers with frequent low-quality emails, they sent fewer high-value emails. By focusing on valuable content tailored to each segment, they received more opens, clicks, and engagement from their subscribers.
Conclusion
Atlantic Health’s email marketing campaign provides a great example of how healthcare providers can engage with patients effectively. By embracing segmentation, personalization, consistency, and quality, they improved their email marketing strategy and achieved measurable results. Healthcare providers can learn from their approach and apply similar tactics to enhance their email communications and drive patient engagement.
