Medical Industry B2B Email Best Practices Part 4.2
The research team could not find examples of email best practices for B2B used by ophthalmologists or eye doctors. We have, however, provided some useful insights around call to action (CTA) best practices below and in the attached Google Slides presentation, slides 10-11.
CTA BEST PRACTICES
CTA FOR OPTOMETRIST.
- According to Healthcare Success, the purpose of the call to action is to direct the reader or prospective patient to take immediate action, with a clear path to the next step. In doctor advertising, the call to action might be "call for an appointment now", "more about this topic," "register today." or "contact us."
- Place calls to action first and as early in the email as possible and try to repeat the same CTA a minimum of three times in each email.
- The mobile health market report stated that use of mobile for sending emails over the desktop version. Eighty percent of physicians use smartphones and customers averaged 61.5% in the use of mobile phones.
- Avoid redraw published graphs, adopt a new design for each new mail sent, and include HTML to provide functionality such as hyperlinks.
CTA WEBSITE EXAMPLES
- As an example, the Advocate Health Care, Illinois website provides effective online booking options.
- The Pancreatic Cancer Action Network website shows various CTAs in their front web page.
- The Texas Health Kaufmann, see top navigation bar and 'Hip & Knee Assessment' tool for good examples.
The research team was not able to find examples of email best practices for B2B used by ophthalmologists or eye doctors. We began our search for examples and screenshots of email best practices (B2B) within the medical industry through marketing media sites such as Hubspot, the Fast Company, Admedia, Marketing 360, among others. Our idea was to find articles with pre-compiled list mentioning the call to action email practices and find ophthalmologist or eye doctor examples. Unfortunately, this provided no insights because, although we found several examples of call to action email practices, none of them was specifically addressing B2B or were not used by ophthalmologists or eye doctors.
Next, we changed our approach and looked for examples and screenshots of email best practices (B2B) within the medical industry through marketing agencies. Our idea was that sometimes, marketing agencies published their marketing campaign, including email strategist and hoped to find examples of practices from ophthalmologists or eye doctor campaigns. We found some relevant examples of CTA email campaigns, but those were not focused on ophthalmologists or eye doctors or B2B campaigns. We also found websites using the call to action strategies in the medical field, but those findings were not enough to provide the requested information.
Finally, we searched for CTA email best practices (B2B) used by ophthalmologists or eye doctors by scouring specialized journals such as the Marketing Journal and the Journal of Marketing to find case studies of CTA email marketing through THE ophthalmologist field focused on B2B companies. However, this provided no insights because, although we found publications about email best practices, those were not focused on the ophthalmologist or eye doctor field.