Marketing Monday: The Email Series - Nobody Cares About Your Treatment of the Month (2/8)
10 min
Are your clinic emails helping patients with their concerns, or simply announcing the treatment you want to sell this month? In this episode of The Contraindication, I continue my eight-week email series by looking at the treatment of the month email. I explain why promotions built around what a clinic wants to sell can miss what patients care about, and why emails should start with their questions and concerns. I also look at the compliance risks of promoting prescription-only medicines and share a simple structure for more useful emails. What You’ll Discover - Why Treatment of the Month Misses: Why patients are thinking about their own concerns, not a clinic’s latest launch or monthly offer, and how an email can start where they are. - A Patient-Led Email: How to structure an email around the concern, something useful the reader did not know, how the clinic can help and one next step, usually a consultation. - One Change This Week: How to rewrite your first line around a patient’s concern and check that the email does not name, price or hint at a prescription-only medicine The treatment can still feature, but it should answer a concern rather than lead the email. Start with a question patients already ask, and make a consultation the next step when they want tailored advice. Next week, I look at why sending every patient the same email can quietly wear down your list. Find Elly at theaestheticsmarketer.co.uk and @the_aesthetics_marketer. The Contraindication is produced by Urban Podcasts.
