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Posts Tagged ‘omnichannel marketing’

Fuel Your Cross-Channel Marketing Strategy with Email

Monday, July 24th, 2023

Moving to an omnichannel or multichannel marketing strategy requires time and investment. However, you don’t have to reinvent the wheel to drive behavior and achieve results. For reasons we will explore in this article, email is a powerful tool in patient engagement and driving a successful cross-channel marketing strategy.

Email is Everywhere

One of the main reasons email is so essential to a cross-channel marketing strategy is its high adoption rates. Compared to other channels, email has an almost universal adoption rate. 92% of Americans have email accounts, and 49% check them multiple times daily. Let’s look at some other tech adoption rates. In the United States:

  • 80% text
  • 72% are social media users
  • 85% have a smartphone

As you can see, email has one of the highest adoption rates among popular digital technologies. Even among older populations and disadvantaged communities, email is widely used, making it an essential channel to address health equity.

Email is also excellent at generating revenue and driving patient behavior. Email is one of the most effective channels, delivering an average ROI of $36 for every $1 spent. Delivering results in the email channel drives business success, even if other channels are slow to take off. Best of all, email can be secured to meet HIPAA requirements and protect patient privacy, all while providing a patient-centered experience.

Email Messaging to Drive Cross-Channel Actions

Email is essential in a cross-channel marketing strategy because you can harness an already engaged mailing list and direct them to take action in other channels.

The best way to illustrate this is with examples. Email can:

  • Encourage people to visit a website to take a specific action
  • Drive visits to patient portals for appointment scheduling or viewing medical information
  • Get users to follow accounts on social media channels
  • Solicit reviews and survey responses
  • Direct people to physical locations to address health concerns
  • Prompt patients to opt-in to SMS messaging
  • Alert people to look out for a physical piece of mail

using email messaging to drive cross-channel actions

This list is just a sampling of the types of messages that marketers can send to prompt activity in other channels. When you segment your audience and personalize your messaging for specific audiences, email can effectively drive desired behavior.

Use Email Data to Determine Next-Best Actions

The other benefit of email is the data you can acquire from the campaigns. Most people open and engage with emails within 24 hours of receipt. This data can be used to trigger activity in other channels.

Similar to how there are so many use cases for email campaigns, there are innumerable ways that you can use the data from these campaigns to drive cross-channel activity. For example, if you notice that a patient is engaging with content about scheduling an appointment but failing to complete the process, it can trigger a staff member to make a phone call to help them. It would be too time-consuming and expensive for staff members to contact everyone who has not scheduled an appointment recently. But by looking at your email data and information about the patient, you can identify people who may want to schedule appointments but are hitting roadblocks in the process.

A counter-example is that if people are not engaging with your emails, you can focus your marketing efforts on other channels like paid advertising and direct mail. These channels are often more expensive than email, so by only targeting those who are hard to reach, you see a better ROI and don’t waste valuable marketing dollars.

Conclusion

If you are struggling to drive conversions in other channels, consider focusing on email. It’s easy to get started with, and once you build a solid list, it can be used to drive cross-channel behavior. To learn more about the benefits of email marketing, contact LuxSci today.

5 Healthcare Marketing Trends for 2023

Thursday, January 5th, 2023

Happy New Year! A new year brings new challenges and opportunities for marketers to take their strategy to the next level. Here are some healthcare marketing trends you should consider adopting this year to meet your goals in 2023.

healthcare marketing trends

Email Marketing is Here to Stay

Healthcare providers face a challenging economic situation in 2023 and may be forced to cut marketing budgets. Although some advertising channels may be forced to take a hiatus, email marketing should not be one of them. Not only do patients want to receive marketing communications via email, but email marketing also delivers one of the best returns on investment.

email stats

Email marketing should remain part of your marketing strategy in 2023. There are ways to reduce costs and streamline processes to help you grow even more. 

Multichannel is Out; Omnichannel is In

Companies have realized the importance of reaching customers across various channels, including digital and traditional media. As a result, many have embraced a multichannel approach to their marketing campaigns, using social media, email, print and digital ads, and more to spread marketing messages. However, using multiple channels doesn’t mean the message is consistent across these channels. The difference between a multichannel marketing strategy and a truly omnichannel experience lies in the consistency and alignment of the messaging. Omnichannel marketing involves the integration of digital channels and traditional media to provide a consistent and personalized experience across all channels to drive marketing success. An omnichannel strategy considers all you know about a potential prospect to serve them with personalized messaging at the appropriate time on the right channel.

Email Personalization

Speaking of personalization, patients desire relevant communication from healthcare providers. In fact, a recent Salesforce study found that 73% of global consumers expect brands to cater to their unique needs and expectations. In healthcare, this presents a challenge because providers must comply with HIPAA regulations in their email communications. Luckily, with the right tools and patient permission, it’s possible to personalize emails to create relevant campaigns. When healthcare marketers have access to zero-party data from patients and the right tools to execute, it’s possible to go beyond practice newsletters to create campaigns that actually deliver results.

One bonus personalization tip- create emails that are culturally competent and use the patient’s preferred language. Healthcare communications should not leave anyone behind. With the right tools, it’s easier than ever to segment your audience based on their language preferences and create alternate content that resonates. Learn more about personalization techniques here.

Automation and Dynamic Content

Many marketers are turning to automation tactics to streamline operations in the face of increasing budgetary pressure. Advanced email marketers can use email APIs to trigger email campaigns when specific criteria are met and use dynamic content to personalize the email content. These tactics make email marketing scalable and ensure your audience receives the right communications at the right time. Expect to see more marketers embrace automation this year. 

Changing Metrics and Reporting Data

In 2023, open rates are becoming even more unreliable metrics. Apple Mail’s new privacy features and the increasing prevalence of email filtering and spam tools mean that marketers will need to rely on different metrics to judge the success of their campaigns. Tracking the clicks and what actions users take after receiving the email is crucial to understanding the effectiveness of your campaigns. Also, keeping email lists clean and removing unsubscribed and inactive users is more important than ever to keep your IP addresses off blacklists. 

What tactics will you be testing out in 2023?

Omnichannel Marketing For Healthcare

Tuesday, November 23rd, 2021

Omnichannel marketing is a relatively new strategy that can help healthcare marketers achieve success. Marketers need to leverage a variety of marketing tactics to reach and communicate with their patients. Omnichannel marketing involves the integration of digital channels and traditional media to provide a consistent and personalized experience across all channels to drive marketing success.

omnichannel marketing

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