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A well-planned email approach can help engage patients so that they become aware of options and stay informed in their decision-making process.
A successful email strategy balances timely, relevant content with a consistent cadence and clear calls to action. Consider a mix of:
All emails should be mobile optimized and brand consistent and include clear ways for patients to get in touch.
Email marketing is a powerful way to keep patients informed. But success depends not just on what you say, but when and how often you say it. This section provides guidance on the ideal cadence and timing for sending patient emails – helping you stay top of mind without overwhelming inboxes. From initial education to follow-up support, the right email rhythm can build trust, encourage action, and improve outcomes.
Cadence should align to patient preferences and the type of content:
| Email type | Recommended cadence |
| Newsletters | Monthly or bi-monthly |
| Educational series | Weekly or bi-weekly (for limited series) |
| Event announcements | As needed (1–2 reminders per event) |
| Nurture journeys | Triggered by actions, with 3–5 touchpoints |
Pro tip
Over-mailing can lead to message fatigue and unsubscribes. Always provide an easy way for patients to update preferences while following applicable laws, governing privacy practices, and marketing and email practices.
Understanding your audience is the foundation of any successful email marketing strategy. For physicians, this means tailoring messages to meet patients where they are – whether newly curious about weight loss procedures, actively researching options like ESG or bariatric surgery, or already under your care. This section helps you identify and segment your audience based on their stage in the decision-making process, so you can deliver more personalized, relevant, and effective emails that educate and inform patients as they move closer to taking action.
Segment your audience to deliver more relevant content. For example:
Use your customer relationship management (CRM) or marketing platform to dynamically tailor messages by segment. This approach increases open and click-through rates and reduces unsubscribes.
Choosing the right topics for your emails is key to keeping patients engaged and informed throughout their journey with your practice. Whether you’re introducing procedures, addressing common concerns about recovery, or sharing lifestyle tips to support long-term success, your content should align with what patients care about most and how you want to position your practice. This section offers guidance on selecting timely, relevant topics that not only educate but also build trust and facilitate next steps for patients who are ready to advance their care.
Focus your email content on topics that educate and empower patients:
Email blasts are one-time messages sent to a large group of patients at once – often used to share important announcements, promote upcoming events, or highlight new services. While not as targeted as automated or segmented campaigns, email blasts are a valuable tool for reaching a broad audience quickly and efficiently. When crafted thoughtfully, they can drive awareness, spark interest, and re-engage patients who may be considering their next step in care.
Use one-time email blasts to share timely updates to a large audience:
Email journeys are automated series of emails triggered by specific patient actions or milestones. They’re a compelling way to guide patients through every stage of their care – from initial interest to post-procedure follow-up. Rather than sending one-off messages, email journeys use a series of thoughtfully timed emails to educate, build trust, and encourage action. For physicians, this can mean helping patients understand their options, prepare for procedures, and stay on track during recovery.
Newsletters are a great way to maintain consistent engagement through ongoing communication with patients while reinforcing your role as a trusted health care provider. For physicians, newsletters can be used to share timely tips, highlight new treatment, and keep patients informed about your practice. Whether sent monthly or quarterly, newsletters help build long-term relationships, encourage repeat engagement, and position your team as a reliable source for health education.Focus your email content on topics that educate and empower patients:
