Medical Industry Email Best Practices Part 1

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Medical Industry B2B Email Best Practices Part 2

Examples of email best practices within the medical industry in segment lists for B2B sectors and sending tailored B2B emails to segmented audiences include authenticating lists and making emails mobile-friendly (respectively). Refer to the attached presentation (slides 4 and 5) for more details on the identified best practices.

BEST PRACTICES FOR B2B SEGMENT LISTS 

  • Use accurate data to build segment lists. 
    • It is the best practice to build on segment lists based on accurate data to allow for better engagement with the target audience and improve lead acquisition.
    • Tactfully built segment lists allow for targeted content that increases interest and engagement rates among healthcare businesses and professionals.
    • Examples of data that are used to create segment lists include email engagement behavior, buyer persona and firmographics (company size, email, revenue, industry, etc.).

  • Authenticate segment lists.
    • It is important to have a top-notch system that allows for verification that permission is granted to email the identified recipients. It reduces the hard bounce rate and also protects a domain from getting blocked or blacklisted.
    • It is important to avoid purchasing email lists to reduce the effects of having strangers as recipients who may mark the email as spam or junk thereby affecting email deliverability and IP reputation.


BEST PRACTICES FOR SENDING TAILORED B2B EMAILS 

  • Provide relevant content for segmented audiences. 
    • Relevant content plays a major role in increasing engagement rates among targeted businesses. It means sharing information that meets their specific business interests and needs.
    • Most businesses and healthcare professionals would be interested in relevant and informative educational content that helps them perfect their service delivery.
    • Examples of such content include the latest treatment options and innovations in the industry among others.

  • Make e-mails mobile-friendly. 
    • Research shows that 55% of professionals open their emails on mobile devices. As B2B emails target professionals within organizations, making such content mobile-friendly will ensure that the target audience (businesses) will receive it conveniently over their mobile devices.
    • Before sending any email, it should be tested against multiple browsers and mobile devices to ensure that subscribers get a great experience.

  • Examples of email best practices include the following:
    • Image 1: Shows an example of an email whose content is relevant, informative and tailored towards the targeted audience (neurosurgeons).
    • Image 2: The image shows the important aspects (by percentage) to consider in tailoring emails towards the segmented audiences in B2B marketing including in the healthcare industry. They include, among others, ensuring engaging content and data analysis to the target audience.

RESEARCH STRATEGY:

STRATEGY FOR DETERMINING BEST PRACTICES
We leveraged expert blogs, thought leadership articles and industry publications to fulfill this research. We identified a multitude of best practices and selected those that were repeated across multiple sources and those that were relevant to the medical industry, as well as focused on B2B sectors. We also focused on sources that were fronted by experts and thought leaders in the industry. We selected the best practices that were cited in at least two reviewed articles. 

STRATEGIES FOR IDENTIFYING EXAMPLES AND SCREENSHOTS
To address the research request, our initial aim was to search through press releases, news outlets, and marketing leader resources such as PRNewswire, Newswire, CoSchedule, and OptinMonster, among others, to identify examples and screenshots of emails demonstrating best practices in the medical industry regarding segment lists and sending tailored B2B emails to the segmented audiences. We also searched through various health reports on sites such as HealthLink Dimensions, Healthcare Data Solutions, Medical Marketing Service, and Constant Contact to identify examples and screenshots of emails demonstrating best practices in the medical industry regarding segment lists Next, we identified some top medical companies by revenue such as Medtronic, DePuy Synthes, ThermoFisher and PHILLIPS among others and researched each of them individually to find examples of emails that they used to market their products to other business. This strategy proved futile as we they did not publish their email content. 

An extensive search through expert blogs revealed one example of educative email content from Kuno Creative. Even though the email example had been included as part of other slides in this research, we thought it was important to include it here because it shows an example of an email whose content is relevant, informative and tailored towards the targeted audience and based on our research, additional examples did not exist. We concluded that information was lacking because most healthcare B2B companies do not publicize proprietary information regarding communication between them and other businesses. 
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Part
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Medical Industry B2B Email Best Practices Part 3

Best practices for e-mail marketing campaigns within the medical industry meet the following criteria: 1) demonstrate value in the general e-mail body and subject line and 2) were driven by smaller changes during A/B testing. A medical and travel security risk services company, International SOS, is a prime example of successful marketing driven by small changes in A/B testing to produce significant results.

For further information regarding best practices for digital marketing within the medical industry, please refer to the following presentation.

Effective B2B Medical Marketing Strategies

  • E-mail marketing for professionals in the medical industry must be short and focused on providing value-added information to its users to drive engagement.
  • Subject lines for e-mails should be 50 characters or fewer (30 characters or fewer to optimize for mobile users), personalized with the recipient's name, highlight benefits of opening the e-mail, and
  • Creation of buyer personas is recommended to best illustrate value of a product or service to end users.
  • Buyer personas should include the needs, expectations, pain points, and likely questions that are associated with each persona profile.

International SOS

  • In 2014, medical and travel security risk services company, International SOS, attracted 352% more registrants and 400% greater audience attendance for its webinars through effective A/B testing.
  • Started small with A/B testing, first with language changes (e.g., "Register" vs. "Register Now") and then with colors, identifying which changes drove click-through-rates for end users.

Research Strategy

Preliminary results for best practices in regard to digital marketing for healthcare professionals or others in the medical industry were reviewed for relevance. Upon identifying a multitude of best practices, those selected as top examples were those that had demonstrated significant ROI (e.g., at least doubled engagement among users), were repeated across more than one source, and were relevant to the medical industry.
Part
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Part
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Medical Industry B2B Email Best Practices Part 4

Call-to-action email best practices in the B2B medical industry requires the use of a short and direct-to-the-point subject line to immediately grab the attention of medical practitioners who are usually very busy. In the email content, the best practice is to use copywriting skills to play to the interest of recipients, as this gets them to engage with call-to-action buttons in the email. Unfortunately, only one example of a successful email specific to the B2B medical industry was available in the public domain, so the research team included a relevant example in the B2B industry, as a proxy for the second example required. The examples and screenshots are in slides 8 and 9 of this attached Google Presentation.

CTA EMAIL BEST PRACTICES IN THE B2B MEDICAL INDUSTRY

  • A report by Kuno Creative observed that best practice for CTAs in the subject line of emails in the B2B medical industry is keeping it short and direct-to-the-point. The report noted that this was vital as recipients of such emails, who are mostly medical practitioners, are "difficult-to-reach" due to their tight schedules.
  • One successful email in the B2B medical industry with attributes of CTA best practices had the subject line, "The Top Cardiothoracic Surgeons of 2017." According to Kuno Creative, the call-to-action best practice in this subject line was that it targeted the curiosity of busy cardiothoracic surgeons, prompting them to take action, open the email, and find out who made the top list in their practice.
  • Also, due to its ability to have a CTA in the subject line despite having 50 characters, which immediately captured the attention of recipients, this email received 50.7% and 40.4% open and click-through rates, respectively.
  • Best practice in the email content relevant to CTA involved having two short paragraphs describing to recipients what the email was about and a brief question luring the email reader to click the call-to-action link that followed; this CTA redirected readers claim the offer promised in the subject line. This best practice also required the use the copywriting skills to help keep the email content benefits-driven as per Kuno Creative's report.
  • According to a report by Influence Health, a CTA best practice for email contents in the medical industry aiming to educate or link to important downloads is to have call-to-action buttons with text such as "Learn More" or "Download." As per the report, offering additional materials with such CTAs is highly customizable and adaptable.
  • As per Lynton Web's report, the best practice for creating email contents that get recipients in the medical industry to consider engaging and clicking on included CTAs is to ensure the content has a personalized touch by attempting to address readers directly.
  • Unfortunately, there was only one screenshot example of B2B email specific to the medical industry with CTA best practices in the subject line and email content. The research provided insights and screenshot of this example in the attached slides 8 and 9 of this attached Google Presentation, and another relevant example in the B2B industry, as a proxy for the second example required.

HELPFUL FINDINGS

  • In Really Good Emails' directory of successful B2B email is one by Content2Convert with the subject line, "#C2C16 Helps Drive Demand For A TOUCHDOWN!" The CTA best practice in this email was the inclusion of a tag highlighting what it was promoting while the rest of the subject line addressed a pain point relevant to recipients.
  • As per the research observation, the CTA in the subject line was to highlight what recipients would gain by opening the email. In the email content of Content2Convert's successful B2B email, there were two paragraphs explaining what the benefits readers stood to gain by clicking on the included CTA button.

RESEARCH STRATEGY:

To identify examples of CTA email best practices in the B2B medical industry relevant to subject lines and email copy, we investigated directories of trusted marketing and email marketing solution providers in search of information apropos of the request. Domains we researched include HubSpot, Campaign Monitor, and others. This investigation produced a report by Kuno Creative highlighting an example of a successful B2B medical industry email, having CTA in the subject line and email content best-practices. Also, the report by Kuno Creative showed metrics revealing how the CTA in the subject line and email content of this email led to the success of the email campaign. Therefore, we took this example as an excellent B2B email in the medical industry with CTA in the subject line and email content. Unfortunately, that was the only report in the public domain with an example of B2B emails in the medical industry relevant to CTA in the subject line and email content.

Next, we investigated the Really Good Emails platform, which is a directory of successful email campaigns, hoping to find examples apropos of this request. Again, there were no examples of emails specific to B2B medical industry so we could not find information specific to this request on this directory. As a third strategy, we researched the websites of medical and healthcare companies, hoping to find information B2B emails by them. We took this approach with the hope of identifying the CTA best practices in the subject lines or email content of their emails. Companies we researched include Aetna, John & Johnson, Cardinal Health, and others. This investigation only produced reports of successful B2B marketing campaigns by these companies, but no information or examples of emails used in those campaigns were available in the public domain.

Hence, due to the lack of information revealing additional CTA best practices in the subject lines or email content of B2B emails in the medical industry, we expanded the investigation to examine the CTA best practice in the subject line and email content in a successful B2B email, as a proxy for the required information. For this, we looked at a successful email in the B2B space in Really Good Emails' platform and provided highlights of it relevant to CTA in the subject line and email content in this report.
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