Email can help you grow a healthcare practice in two primary ways: acquisition and retention. <\/p>\n\n\n\n
Used for acquisition, email can help new patients get acquainted with who you are, what you offer, and how to get started. Welcome emails, introductions to your staff, and information on how to schedule an appointment or contact the office make it easier for a new patient to feel confident in their choice of provider.<\/p>\n\n\n\n
On the retention side, email keeps patients engaged between visits by using appointment reminders, ongoing education and seasonal health tips (such as flu shot reminders), and follow-up messages such as requests for feedback following an office visit.<\/p>\n\n\n\n
Used in conjunction with other marketing efforts such as social media, maintaining a website, and broader hospital marketing<\/a> efforts, email offers a reliable way to build your practice and stay connected with patients.<\/p>\n\n\n\n Email marketing isn’t just another box to check. It’s one of the easiest and most effective ways to support building long-term patient relationships. Here’s why it matters:<\/p>\n\n\n\n Yes, healthcare email marketing is allowed as long as you adhere to privacy laws. In the U.S., healthcare providers are permitted to send promotional and informational emails as long as they don’t include protected health information (PHI) or otherwise violate patient privacy laws. The Health Insurance Portability and Accountability Act (HIPAA) defines any information that can identify a person and relates to their health or healthcare, such as names, contact details, treatment information, or appointment specifics, as PHI.<\/p>\n\n\n\n By keeping your emails appropriate for a more general audience and never including an individual patient’s health details, your messages aren’t subject to the stricter rules that apply to clinical communications (such as health questions a patient might send to a nurse or doctor through a portal).<\/p>\n\n\n\n Emails that contain PHI are subject to HIPAA rules, meaning you must use a HIPAA-compliant email system, secure the data with encryption, and get proper patient authorization before sending any emails that contain PHI.<\/p>\n\n\n\n More general healthcare marketing emails, such as messages that contain seasonal health updates or reminders to schedule an annual physical, are allowed as long as you follow standard email marketing best practices like consent, opt-out options, and secure handling of your email list.<\/p>\n\n\n\n Like any business, you want to tailor your healthcare marketing strategy<\/a> to meet your audience’s interests. That involves thinking about a few factors.<\/p>\n\n\n\n Who is your average patient, and why do they come to you? If your healthcare facility offers specialized services, your patients may have a specific condition they need care for. General practitioners may attract people of all ages who need sick care or a checkup. <\/p>\n\n\n\n Some demographic considerations you might consider include:<\/p>\n\n\n\n As an example, say you’re a dermatologist who treats common skin conditions such as acne or rosacea. Your patients probably range in age from teenagers to older adults and live within a drivable distance of your office. You might have more patients that carry a specific type of insurance you accept. <\/p>\n\n\n\n Another factor is consumer behavior. How frequently do you see your patients? Do they visit you regularly for prescription refills and checkups, or do you see them only when they fall ill? <\/p>\n\n\n\n Those factors can influence your marketing activities. Your regulars might appreciate personalized marketing tailored to their healthcare concerns and appointment reminders. Less frequent visitors may not expect as much communication from you (though it could entice them to be more proactive about their health).<\/p>\n\n\n\n You may see patients with a broad variety of healthcare concerns. So, how do you market to their needs?<\/p>\n\n\n\n Consider segmenting your audience into various groups based on their care needs. As an example, say you’re a pediatrician who cares for children. You might target some of your messaging toward parents with newborns and tailor other content for adults with school-age children.<\/p>\n\n\n\n Trying to customize every email or marketing communication to specific clients may be challenging. But there are ways to simplify it. You could include the patient’s name in your communications or a link where they can access their account or schedule an appointment. <\/p>\n\n\n\n What kind of content should you use to further your healthcare marketing activities? Think about what will add value for your patients and things that can improve engagement when informing your content strategy.<\/p>\n\n\n\n As a healthcare provider, your patients look to you for guidance concerning their health. While you can’t advise them 24\/7, you can use healthcare marketing<\/a> to share helpful tips, case studies, new research, and other information relevant to their concerns. <\/p>\n\n\n\n Consider scheduling some time each week to write a blog or email that informs your audience of ways to keep on top of their health. As an example, say you’re a dietician who helps people maintain a healthy weight. You could use email to share nutritional recipes they might incorporate into their eating plan.<\/p>\n\n\n\n Your patients see you as an authority in your medical field. Work on building their trust in the provider-patient relationship by showing you care. You might follow up with them when it’s time for their next checkup or send a quick message to see how they’re doing on a new medication you prescribed.<\/p>\n\n\n\n Another trust-building method is patient surveys. Whenever a patient visits your office, consider sending them an after-care survey requesting feedback about their experience. A survey can alert you to any areas for improvement — and what they liked best about your facility.<\/p>\n\n\n\n To stay compliant with HIPAA and other privacy laws, don’t discuss diagnoses, treatments, appointments, or any patient-specific details via email. Patients should be directed to send any specific inquiries about their health through your secure portal.<\/p>\n\n\n\n Healthcare marketing emails must also follow standard privacy laws including CAN-SPAM. Always give patients a clear and easy way to unsubscribe from marketing emails. Not only will this keep your practice compliant, but it also helps build trust.<\/p>\n\n\n\n New patients seeking a provider to care for them tend to look to online reviews and testimonials before scheduling an appointment. Consider setting up a Google Business Profile<\/a> or accepting reviews through your website that prospective clients can view. You may ask your current patients to share honest feedback about their care, the facility, and overall experience.<\/p>\n\n\n\n You may not have much time to devote to email as a medical practitioner. That’s where automation can help<\/a>. Automating some of your email communications can help you reach clients at the right time and cut down on your to-do list.<\/p>\n\n\n\n In order to send effective healthcare marketing emails, you need a list that’s built ethically and organized in a way that ensures patients will only receive emails relevant to them.<\/p>\n\n\n\n Ethically growing your list<\/strong><\/p>\n\n\n\n Example segments you might create<\/strong> How to set up segments in Constant Contact<\/strong> New patients tend to show the highest engagement rates because they’re new to your practice and eager to get information. You can use that to your advantage with a quick, automated welcome series.<\/a><\/p>\n\n\n\n Here’s a simple structure you can use for a two-email welcome series:<\/p>\n\n\n\n Welcome email #1:<\/strong> Sent immediately after signup. Include a warm thank you for choosing your practice, contact info, hours and location information, links to new patient forms and\/or your portal, and what kinds of messages they can expect going forward.<\/p>\n\n\n\n Welcome email #2:<\/strong> Sent a few days later. Highlight how patients can stay connected with your practice such as your portal, social media, SMS appointment reminders, and\/or online scheduling. Also consider including a brief introduction to your providers or staff.<\/p>\n\n\n\n There are other types of emails you may be able to automate:<\/p>\n\n\n\n You can also set up informative newsletters based on your practice. For example, a pediatrician might run a series on newborn vaccines. A physical therapist could send tips for injury recovery or stretching. Start by brainstorming some topics you know your audience is most interested in (and are relevant to your healthcare practice), then create content about them!<\/p>\n\n\n\n Subscribers expect consistency when they sign up for your email. To keep the momentum going after a welcome series, plan on running a new campaign<\/a> at least once a month. Regular communication helps keep your practice top of mind with your clients.<\/p>\n\n\n\n You can lean on outside resources for content inspiration and shares. For instance, you might share details from a medical journal you read or an educational seminar. Just remember to attribute the facts to the right source. <\/p>\n\n\n\n Digital marketing offers several effective ways to track patient engagement, acquisition, and return on investment (ROI). Any platform you use for marketing activities should contain analytics to monitor performance.<\/p>\n\n\n\n For example, Google Analytics provides helpful insights about website visits, rankings, and interactions. Social media tools such as Instagram and Facebook include insights for business accounts and paid ads, so you can see how many people viewed or clicked on your posts. More advanced tools like SEMRush<\/a> dig deeper into website performance. They can help you track keywords, monitor competitors, and brainstorm content ideas<\/a> to rank higher in search.<\/p>\n\n\n\n Constant Contact’s platform offers enhanced analytics for email and social media marketing<\/a>. You can track open and read rates, engagement, and ROI for each campaign you run. It’s an easy way to see what’s working and where you might make improvements.<\/p>\n\n\n\n Digital marketing is always changing, even in healthcare. To keep your campaigns fresh and up-to-date, stay on top of current trends and implement them if they make sense for your practice.<\/p>\n\n\n\n The advent of artificial intelligence (AI) makes it easier than ever to create emails and social media posts<\/a> that engage your followers. Constant Contact includes AI features that help you draft messages based on your prompts, and you can use our BrandKit<\/a> to pull your practice’s logo and colors from your website.<\/p>\n\n\n\n Not every patient has the same health concerns. Use automation to create personalized healthcare journeys that reflect their interests. <\/p>\n\n\n\n Say you’re a surgeon. You could use email marketing to create personalized journeys for clients before and after they undergo treatment. Your messages might include information about preparing for the surgery and how to care for themselves at home.<\/p>\n\n\n\n Many healthcare practitioners began offering telehealth services during the COVID-19 pandemic, and the trend continues today. If telehealth is an option for your practice, you might use healthcare marketing to promote your options via social media, search engine marketing, or email. <\/p>\n\n\n\n What’s on the horizon for healthcare marketing? Look out for more AI-enhanced features and data mining tools. Several companies offer AI agents that integrate with websites and provide customer support. That may become more common for healthcare facilities, especially simple functions like scheduling appointments. <\/p>\n\n\n\n Online marketing is cost-effective, can extend your reach, and makes it easier to personalize your messaging to your targeted demographic. Some ways you can use digital marketing include:<\/p>\n\n\n\n Healthcare marketing can help you attract new patients<\/a> and build a reputation as a knowledgeable practitioner. To get started, figure out your goals. Are you hoping to strengthen your ties with clients? Email marketing might be a good fit. You can use email to connect one-on-one with patients and create automated journeys based on their concerns. <\/p>\n\n\n\n If your focus is building a client base, lean on search engine ads and social media. Both tools can help you reach patients looking for a healthcare provider that offers the services they need. Constant Contact offers robust support for email and social media marketing<\/a>. Start your free 30-day trial of Constant Contact<\/a> today to get started on your healthcare marketing journey.<\/p>\n<\/body><\/html>\n","protected":false},"excerpt":{"rendered":" Healthcare email marketing means using email to share updates, educate patients, and encourage them to take the next step in their care, whether that’s booking an appointment or refilling a prescription. (And yes, it’s allowed — as long as you follow HIPAA guidelines!) Email is one of the best ways for healthcare providers to stay […]<\/p>\n","protected":false},"author":616,"featured_media":164659,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1494],"tags":[8860,9703,9702,9701],"content_type":[1462],"industry":[8508],"feature":[8523],"article_type":[],"coauthors":[8884],"class_list":["post-126524","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-small-biz-marketing","tag-email-marketing","tag-healthcare-digital-marketing","tag-healthcare-email-marketing","tag-healthcare-marketing","content_type-blog-article","industry-healthcare","feature-email-marketing"],"acf":{"article_thumbnail":{"ID":164660,"id":164660,"title":"Healthcare marketing blog thumbnail","filename":"Healthcare-marketing-blog-thumbnail.png","filesize":191591,"url":"https:\/\/www.constantcontact.com\/blog\/wp-content\/uploads\/2025\/01\/Healthcare-marketing-blog-thumbnail.png","link":"https:\/\/www.constantcontact.com\/blog\/email-marketing-for-healthcare\/healthcare-marketing-blog-thumbnail\/","alt":"Healthcare marketing team meeting","author":"672","description":"","caption":"","name":"healthcare-marketing-blog-thumbnail","status":"inherit","uploaded_to":126524,"date":"2025-01-29 21:07:20","modified":"2025-01-29 21:08:01","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.constantcontact.com\/blog\/wp-includes\/images\/media\/default.png","width":335,"height":335,"sizes":[]},"ctct_related_features":false,"show_last_modified_date":true,"show_trial_cta":false,"show_prefooter_cta":false,"homepage_featured":false,"show_table_of_contents":true,"show_featured_image":false,"region":false},"yoast_head":"\nWhy healthcare providers should care about email marketing<\/h2>\n\n\n\n
Benefits of healthcare email marketing<\/h3>\n\n\n\n
\n
What this means for your practice<\/h3>\n\n\n\n
\n
Is email marketing allowed in healthcare?<\/h3>\n\n\n\n
Understanding healthcare audiences<\/h2>\n\n\n\n
Patient demographics<\/h3>\n\n\n\n
\n
Healthcare consumer behavior<\/h3>\n\n\n\n
Diverse<\/strong> patient needs<\/strong><\/h3>\n\n\n\n
Personalization strategies<\/h3>\n\n\n\n
Email content strategy for healthcare marketing<\/h2>\n\n\n\n
Educational content creation<\/h3>\n\n\n\n
Patient trust-building approaches<\/h3>\n\n\n\n
HIPAA, privacy, and compliance for healthcare marketing<\/h3>\n\n\n\n
Patient testimonial strategies<\/h3>\n\n\n\n
How to get started with healthcare email marketing<\/h2>\n\n\n\n
Building and segmenting your email list<\/h3>\n\n\n\n
\n
Segmenting your list helps you send the right message to the right patients without sharing PHI. You might segment by:<\/p>\n\n\n\n\n
Constant Contact makes it easy to segment your email list without being a technical wizard. You can:<\/p>\n\n\n\n\n
Launch a simple welcome series<\/h3>\n\n\n\n
![\"Healthcare](\"https:\/\/www.constantcontact.com\/blog\/wp-content\/uploads\/2025\/02\/CT-Healthcare-Welcome-Email.jpg?w=313\")
<\/figure>\n\n\n\nAutomate core patient emails<\/h3>\n\n\n\n
\n
Keep the communication going<\/h3>\n\n\n\n
Measuring and optimizing your healthcare email campaigns<\/h2>\n\n\n\n
Emerging healthcare marketing trends<\/h2>\n\n\n\n
AI in healthcare marketing<\/h3>\n\n\n\n
Personalized patient journeys<\/h3>\n\n\n\n
Telehealth expansion<\/h3>\n\n\n\n
Future technology integration<\/h3>\n\n\n\n
Other digital marketing channels<\/h2>\n\n\n\n
\n
Your healthcare marketing journey: Next steps and future success<\/h2>\n\n\n\n