Best Practices

E-mail Marketing Can Support All Services with Measurable ROI

The Challenge:

To help services and departments utilize cost-effective marketing measures.

The Best Practice:

Utilize e-mail marketing to support services with measurable ROI.
E-mail marketing provides cost-effective, real-time messaging for use by various services. For services and departments, or promotion of events/screenings, with minimal budgets, the use of e-mail can provide the much-needed push to generate awareness, leads or participation. With the flexibility to adapt messaging and frequency, your message and delivery can accommodate all services and departments. E-mail marketing also provides the opportunity to track results for an immediate ROI analysis.

Our Recommendation in Action:

To increase awareness of new technologies, services and special events, such as health fairs or cancer screenings, Anderson Partners developed a series of HTML e-mails for Methodist Health System. The weekly e-mail campaign provided a cost-effective marketing opportunity for service lines and departments wanting to reach out to a broad consumer audience with a targeted message while remaining within budget. In follow-up to each e-mail blast, we analyzed the open and click-through rates reported, as well as monitored increases in inquiries. The head & neck cancer screening event reached capacity for appointments immediately following the e-mail blast.

Our Approach to Best Practices:

Anderson Partners routinely highlights the opportunities for our clients by researching, developing and analyzing best practices. Each year, we review healthcare and medical marketing communications industry-wide—trade pubs, online activity, national trends, trade shows, published and syndicated research reports and more.