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How personalized email merges increase patient engagement

How personalized email merges increase patient engagement

Personalization enhances the clarity and relevance of healthcare communications by tailoring messages to meet the specific needs, preferences, and medical histories of individuals. This approach improves patient understanding and compliance with treatment plans and significantly boosts patient satisfaction and engagement. 


Understanding mail merge personalization

Marketers at brands that offer customers a personalized experience are 215% more likely to report that their marketing strategy this year was very effective, compared to their counterparts at brands that do not provide such personalized experiences. Mail merge is an effective method for personalization. It automates the insertion of individualized information into predefined templates, creating personalized messages for each recipient. This allows businesses to send tailored emails, letters, and documents that speak directly to their customers' needs, preferences, and behaviors.

Mail merge merges recipient information with a document template to create personalized outputs for each entry in the database. This improves customer experience, increases marketing campaign effectiveness, and streamlines content creation at scale.


How patient engagement increases patient engagement with mail merges personalization

When applied to healthcare, utilizing mail merges for personalization takes patient engagement to new heights. By adopting mail merge techniques, healthcare providers can send personalized communications that directly address the individual needs, preferences, and medical history of each patient. This ensures that every piece of communication a patient receives feels relevant and tailored specifically to them, thereby fostering a deeper connection and trust between the patient and their healthcare provider. The direct result of this personalized approach is a notable increase in patient engagement. With 74% of marketers reporting that it significantly increases customer engagement, patients are more likely to read, respond to, and act on communications. 

See also: Dean Levitt: Healthcare email marketing (Paubox Zoom social mixer)


Steps to implement mail merge personalization in a healthcare setting

Collect and organize patient data

Data collection: Begin by gathering patient data, including basic information (name, age, contact details) and more specific data (medical history, preferences, appointment history).

Data organization: Organize this data into a structured format, typically within a database or a spreadsheet. Ensure that the data is accurate, up-to-date, and categorized appropriately for easy access and use.


Design the communication template

Template creation: Develop a generic template for the communication you intend to send. This could be an email, letter, appointment reminder, or educational material.


Choose a mail merge tool

Software selection: Select a mail merge tool that is compatible with your data storage format and your communication platform. Software such as Paubox Marketing with built-in segmentation capabilities while also integrating perfectly with HIPAA compliant email practices, or standalone software that works with common applications like Microsoft Word and Excel.


Integrate patient data with the template

Merge process: Use the mail merge tool to integrate the patient data with the communication template. The software will automatically populate the placeholders in the template with the corresponding data from your database for each patient.

Review and customize: It's crucial to review the merged communications to ensure accuracy. Additionally, consider if any message needs further customization based on the patient's specific conditions or history.


Distribute personalized communications

Sending messages: Once the personalized communications are ready and compliance is verified, distribute them to patients through the chosen channels (email, postal mail, SMS, etc.).

Schedule and automate: For ongoing communications, such as appointment reminders, consider setting up a schedule or automating the mail merge process to regularly update and send messages without manual intervention.

See also: How to create an effective email marketing strategy?



What are the main benefits of merged documents?

The main benefit of merged documents is the ability to efficiently generate personalized communications for a large audience, enhancing the relevance and effectiveness of the message for each recipient. 


How does mail merge to make you more productive?

Mail merge increases productivity by automating the process of inserting individual data into a standard template, saving time and reducing the likelihood of errors compared to manually customizing each document. This allows for the rapid production of personalized documents, enabling users to focus on more strategic tasks.


What's better than a mail merge?

While mail merge is highly effective for personalizing bulk communications, advanced Customer Relationship Management (CRM) systems can offer an alternative to some smaller organizations. 

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