{"id":38728,"date":"2024-03-13T17:39:47","date_gmt":"2024-03-13T12:09:47","guid":{"rendered":"https:\/\/email.uplers.com\/blog\/?p=38728"},"modified":"2025-10-16T15:23:00","modified_gmt":"2025-10-16T09:53:00","slug":"how-to-leverage-email-marketing-to-enhance-patient-adherence","status":"publish","type":"post","link":"https:\/\/email.uplers.com\/blog\/how-to-leverage-email-marketing-to-enhance-patient-adherence\/","title":{"rendered":"How to Leverage Email Marketing to Improve Patient Adherence And Health Outcomes"},"content":{"rendered":"\n

Nonadherence is a major challenge in the healthcare industry. In the absence of a steady increase in patient volume and retention, the threat of institutional bankruptcy and the subsequent impact on community health is palpably real. <\/p>\n\n\n\n

Telemedicine had been proposed as a potential solution to medication nonadherence. But 40% of physicians did not see<\/a> any improvement in adherence as a result of telemedicine.  <\/p>\n\n\n\n

Many healthcare providers are shifting toward direct marketing efforts to improve the situation. Email marketing, if done right, could play a significant role in that direction. <\/p>\n\n\n\n

As an agency specializing in email marketing, we have worked with clients in the healthcare niche, two of the most notable being CuraLife<\/a> and Weight Watchers<\/a>. <\/p>\n\n\n\n

As a result, we\u2019re no strangers to the challenges that are part and parcel of the industry, the dynamics of the target audience, and the competitive landscape. In this post, we\u2019re sharing our insights into the potential of email marketing to turn the tide. So, let\u2019s begin!<\/p>\n\n\n\n

Personalization: The No. 1 Strategy<\/h2>\n\n\n\n

Health is a personal subject. So, a personalized approach is non-negotiable. While it is an industry-wide practice, it is especially pertinent to the healthcare sector.<\/p>\n\n\n\n

In the context of healthcare email marketing, this means recognizing a recipient as a unique individual with a unique medical history. One person may be seeking medical care for general wellness, while another may be grappling with a life-threatening disease. <\/p>\n\n\n\n

In the world of marketing, a cookie-cutter approach can be as serious as administering the right pill to the wrong patient and vice-versa. <\/p>\n\n\n\n

Now, email is personal-friendly by nature. The integration of AI further broadens the scope of personalized campaigns. <\/p>\n\n\n\n

Sending the right message to the right people at the right moment \u2013 that\u2019s exactly what AI-powered HRCM platforms can offer. Here is an instance of Salesforce Health Cloud. Using such comprehensive patient records, you can build highly targeted campaigns. <\/p>\n\n\n\n

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Invest in Educational Content<\/h2>\n\n\n\n

Providing relevant educational content in your emails is an effective way to build authenticity. Avoid sending overtly salesy messages. The point is to shift from a mainly product-centric approach to a purely customer-centric approach. <\/p>\n\n\n\n

But what to educate the recipient about? First and foremost, educate the subscriber about your brand. Tell them who you are and why you care about them. In short, establish your credibility. <\/p>\n\n\n\n

Next, share relevant blog articles, in-house surveys, expert interviews, podcasts \u2013 whatever you think suitably demonstrates your expertise in and commitment to the niche. <\/p>\n\n\n\n

Third, whenever you launch a product, explain why you feel it will help your audience. Back up your claims with solid medical evidence. <\/p>\n\n\n\n

Below is an example of the use of educational content in email. The more informed your audience, the more willing they are to act on health advice. <\/p>\n\n\n\r\n

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Responsive Design Is Key<\/h2>\n\n\n\n

According to a report by IBM Watson Marketing<\/a>, 47.6% of all healthcare emails are opened on a mobile device. So it\u2019s clear that responsive design should be part of email marketing for healthcare.<\/p>\n\n\n\n

Responsive design is all about customizing emails for your audience\u2019s preferred device. Here, again, we see the use of a customer-centric approach. <\/p>\n\n\n

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Using CSS media queries, responsive emails produce two different copies depending on the recipient\u2019s screen size. These media queries automatically adjust the email layout to the chosen screen. <\/p>\n\n\n\n

A few quick best practices for responsive email design:<\/strong><\/p>\n\n\n\n