Email–marketing for clinics: what should I write to my patients? This question is raised by every medical organization that wants not just to inform, but to build long-term, warm relationships with patients. Mailing lists are not just notifications, but an opportunity to stay in the spotlight, show care and inspire trust. Below we will discuss step-by-step how to build effective email communication with clinic patients and what exactly should be included in emails.
Start by understanding your audience
Прежде чем отправлять первое письмо, важно разобраться, кто ваши пациенты. Это могут быть люди разных возрастов, с разными потребностями — кто-то приходит на плановые осмотры, кто-то обращается в срочных ситуациях. Не зная, кому вы пишете, невозможно составить сообщение, которое будет восприниматься как обращение “по делу”.
Think about what topics will be relevant. For example, young parents are interested in tips on children's health, adults are interested in prevention of chronic diseases, and the elderly are interested in reminders about regular examinations. This will become the basis for thematic mailing planning.
Think through the email structure
A good email should not be overloaded. One subject — one email. It is important not to try to fit everything at once. Distribute content by categories: doctor's advice, reminders, clinic news, and patient stories (with their consent). The structure should be logical: a short introduction, the main part, and a polite conclusion with a call-you don't have to make an appointment, but at least read the article or save the email.
Tone of communication: respectful and human
Patients do not expect advertising, but care. Therefore, avoid dry efficiency or, conversely, an excessively informal style. Write as if you are talking to someone you personally know: friendly, calm, and clear.
Avoid complex medical terms without decoding them. Even if you are writing on behalf of a doctor, it is important that the content is understandable to a person without a medical education. This creates a sense of attention and respect.
Tell us what's important without pressure
Email marketing for clinics: what to write to patients? First of all — useful. Regular emails may include reminders about seasonal vaccinations, routine checkups, and changes in your appointment schedule. At the same time, it is important not to turn every email into a call to “sign up right now”. It is better to offer information, give a choice, explain the benefits — and then the decision to apply will come by itself.
For example, you can write “ " The cold season is coming soon-we remind you how to strengthen the immune system. And if you need a consultation, we are always in touch.” This form is milder, it leaves the patient the right to decide.
Educational content: share your experience
One of the strengths of email newsletters is the ability to share knowledge. It is important for people to understand what is happening to their health, how the processes of diagnosis and treatment are arranged. Tell us why you need this or that analysis, how to prepare for admission, and how MRI differs from CT. This dispels fears and makes your clinic closer.
You can create a series of letters like a mini-course: "7 letters on how to monitor your heart", "Debunking health myths", "What you need to know about pediatric dentistry". These formats increase interest and encourage you to open the following emails.
Don't forget about feedback
Patients love to have the opportunity to be heard. Include surveys, short feedback forms, and invitations to participate in small research projects in your emails. This not only helps you collect data, but also shows that the opinion of recipients is really important to you.
Even a simple "Reply to this email if you still have any questions" can start a conversation and increase loyalty.
Share your good news
A new service, the appearance of an experienced doctor, the clinic's participation in charity events — all this should be reported in letters. The main thing is not to brag, but to tell from a position of concern. "Now you can get tested right here — without waiting lists and wasting time." This is about convenience, not promotion.
Personal attention is not just a name in the email header
Automatic name substitution in the message is the minimum level of personalization. Real concern is expressed in context. If the patient has been examined, please remind them of this and suggest a continuation. If a person has signed up for vaccination, you can check their health after a while and suggest revaccination.
Email marketing for clinics: what to write to patients? The answer is something that will resonate in their life circumstances. It is not necessary to do this with the help of complex systems. It is enough to pay close attention to the content and remember that there is a real person behind each line of the email.
Regularity and honesty are two pillars of support
Don't write too often — it's tiring. But forgetting about patients for months is also not an option. Once a week or two is a good rhythm for most formats. The main thing is not to be interrupted for no reason and not to get lost on mailing lists only during the promotion period.
It's also important not to make promises that the clinic can't deliver. If you offer a "no-wait consultation", make sure that administrators handle the flow. Honesty in emails affects your reputation even more than bright phrases.