Healthcare marketers spend much of their time developing content and creating campaigns to reach their target audience.
These are, of course, essential elements for any successful healthcare marketing campaign. However, healthcare marketers also need to understand the importance of insights and
market research as part of their role.
Letting insight guide your email marketing strategy can empower you to make better decisions about whom to target and how. As a result, you can minimize risk and avoid wasting money on marketing campaigns that target the wrong audience.
With insights, you can ensure that you reach key decision-makers and engage their interest by discussing the topics that matter most to them.
Benefits of Sharing Insights with Your Target Audience
Here are some reasons why it’s crucial to share industry insights with your target audience of healthcare providers and payers.
1. Build credibility and trust
Showing that you are aware of what is happening in the healthcare industry demonstrates that you care about helping your audience deliver better outcomes to patients. This can help build trust, making providers more likely to turn to you when they need your services.
2. Determine what matters most to your audience
You can use email metrics to gauge your audience’s most valuable insights. Then, you can use those metrics to tailor your messaging to ensure that it resonates with your audience in the future.
3. Build referral relationships
Healthcare providers are more likely to share information with their referral partners that they believe is valuable. So, by sharing your insights with your email list, you will more likely get organic referrals to build your network.
How to Keep Up with Marketing Research, Insights, and Analytics
So, now the question is, how can healthcare marketers keep up with marketing research, insights, and analytics?
These are the top three ways today’s email marketers are following industry trends to share valuable insights with their audience of providers.
1. Stay on top of industry news and trends
It’s critical for healthcare marketers to stay on top of the latest trends and news in the healthcare industry, especially for specialty areas you want to target. You can get this information from news articles, journal articles, conference proceedings, webinars, research reports, and even some web forums.
2. Engage with your audience
The more you engage with your audience, the better you will understand the content they want to see from you. Respond to messages from providers, and consider sending surveys that can help you identify the topics your audience is most interested in reading more about.
3. Explore your data to uncover a deeper meaning
As an email marketer, you are sitting on a treasure trove of data. Explore what your data tells you about your target audience and their interest. Open rates are no longer the best metric for determining whether your audience is interested in your emails. Instead, look at click-through rates, conversions, and unsubscribe rates.
Need Help with Email Deployment or Development? Let’s Talk!
Email marketing is a multi-faceted process that involves a lot more than sitting down to write a few emails. By taking the time to consistently follow industry trends and deliver valuable insights to your target audience, you will build trust and make it more likely that your audience will turn to you in the future.
If you need some additional support with your email marketing, HealthLink Dimensions is here to help. We offer email deployment and data solutions for healthcare marketers. We can work with you to develop a strategy that creates a lasting impact for your audience. Contact us to learn more.