User-generated content is any type of content created by customers and patients, not official representatives of a particular business.
Incorporating user-generated content into marketing emails is a great way for healthcare organizations to strengthen credibility, boost engagement among current patients, and reach more prospects.
Learn how to leverage user-generated content in your HIPAA compliant email marketing strategy.
Showcase patient testimonials
Since user-generated content features authentic experiences from outside sources, it is often more impactful and reliable than traditional marketing approaches.
Therefore, one of the best ways to leverage user-generated content in your patient email marketing efforts is showcasing social proof.
This most commonly takes the form of positive online reviews and testimonials. You can proactively request these by sending automated emails to patients who have recently visited your practice.
Another great option is sharing social media posts, such as a positive tweet about your staff or even a snapshot of the patient journey. For instance, a happy patient might share a “before and after” photo on Facebook after a procedure.
Since these highlight real-life experiences with your practice, including them in your email newsletters can help increase trust and credibility.
When adding testimonials to your marketing emails, take the time to carefully select ones that are highly relevant to your patients’ specific situations and health needs.
This extra personalization allows patients to feel understood and supported, making your marketing emails more successful.
Promote interactive contests and challenges
Online campaigns are a great way to keep consumers engaged and build a stronger sense of community.
Healthcare marketers might develop educational social media campaigns around health-related observances, such as Breast Cancer Awareness Month or American Heart Month.
This can involve posting shareable branded graphics and asking open-ended questions on social media that encourage conversation. Make sure also to create a unique hashtag for people to include in their posts.
These campaigns can then be promoted in patient marketing emails to increase participation.
Running interactive contests is another effective way to drive the development of user-generated content.
For instance, a healthcare organization may create a wellness challenge or photo submission contest that involves documenting healthy habits. Patients can be encouraged to submit photos via email or post on social media and tag your company.
This could also be more complex, such as inviting patients to film a short video about how a treatment improved their condition. Consider adding a prize element as an extra incentive to get involved.
Include a blurb in your healthcare marketing emails about the contest rules, how to participate, and the necessary hashtags.
Once complete, highlight the winners in your next newsletter to maintain momentum.
In addition to building more awareness among your current email subscribers, their social media activity will expand the reach of your campaigns. This ultimately helps your practice get in front of more prospective patients.
Keep privacy top-of-mind
Before sharing user-generated content on any platform, it is crucial to obtain consent. Companies across all industries should always explicitly ask users for permission to repost their content.
This step is more nuanced for healthcare providers, since they are held to higher privacy standards and more specific regulatory requirements.
While user-generated content can be especially valuable in healthcare, covered entities must ensure they are taking careful measures to protect patient privacy and comply with HIPAA guidelines.
Conclusion
Some of the best ways to incorporate user-generated content into your HIPAA compliant email marketing strategy include sharing positive patient experiences and promoting interactive online campaigns.
By leveraging user-generated content effectively, healthcare marketers can boost patient engagement and expand the reach of their company.
