Email as part of your healthcare marketing make up

Is there a place in our healthcare marketing for email?

By Geoffrey Cooling

Email marketing is seen as a major component of outbound marketing in many professions and industries. But does it have a place in our healthcare marketing strategy? I think it could have, in fact I think it could be very effective given the right parameters. It would also reduce the cost of not only your mail marketing but also your day to day mailings.

Email marketing has moved on greatly, there are many services available for designing and deploying very attractive and powerful email newsletters such as, It is even free. So the design and deployment element can be easily taken care of with something like smore, Outlook, a bit of inspiration and some elbow grease. Using these tools we can make email marketing a part of our healthcare marketing strategy.

But do our demographic use email? That is a resounding yes according to Pew Research 80% of American adults are online and 91% of them use email every day. You can look on that as a generalisation from a limited study. So the best thing to do is ask them. Ask your Patients do you have an email address, include that data on your Practice management system. Ensure everyone is asked and their response is recorded. You may not get a 100% yes rate, but I think you will be surprised by the amount of Patients that have an email address.

So if you find that your Patients have indeed predominantly got email addresses. Why don’t you take the opportunity to roll out targeted email campaigns, quarterly email newsletters, even your ordinary everyday call back letters. It is a win win for a Practice, it costs little other than time. It can be exquisitely targeted, with read receipts you know it has been delivered and opened if not read.

Email marketing has one of the best ROI rates in other industries, perhaps it is time that we tested it’s success in our healthcare marketing strategy.



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About Geoffrey Cooling

my name is Geoffrey Cooling and I am the author here at Just Audiology Stuff. I have been involved in the Hearing Healthcare Profession for several years now. I initially worked as a Hearing Healthcare Professional for a large national retailer in Ireland.

After several years in Practice I was approached to work for a manufacturer, where I was employed for five years. I am now the Co Founder of a business called Audiology Engine. We design websites, undertake content marketing and generally look after everything digital for audiological practices. I am also a contributor to many hearing profession periodicals and websites.

I have written two commercially available books, The Little Book of Hearing Aids which is written for hearing aid consumers and Audiology Marketing in a Digital World which is written for Audiology Practice Owners. They are both available in Paperback and Kindle versions on Amazon. I also write for consumers on the website Hearing Aid Know, which is a website with the mission of demystifying hearing aids, their types and their technology.

I have a great interest in commercial strategy as it applies to Healthcare in general and specifically to Hearing Healthcare. I also have a great interest in the psychology of sales and human interaction. I have been involved with social media for some time, both personally and professionally. I find the engagement and discourse on some social media channels fascinating.

I instituted social media strategy for the company I worked for as an experiment. That experiment soon spread throughout the company and I am proud to say that the company is probably one of the most active in the industry. I would like to point out that all views, opinions and thoughts here are mine own. Unless of course they have been planted by the pod people, you just can’t take your eyes off the pod people. Those views do not necessarily reflect upon any views or opinions held by my employer, if I ever get another one.

I think that our industry is in the middle of a time of huge change, I think that the change will be forced by both internal and external pressure. I think that private Independent Healthcare Practices will have to be smart and lithe of feet in order to meet these changes. I hope that some of my blatherings are of benefit to those Practices, Independent Hearing Healthcare Practices need to survive. I believe that if that occurs it will be of real benefit to Patients.

I hope that I, and my writings will play a small part in their continued success.


  1. I’ve been sending my quarterly newsletter to my patients with email addresses. In my database, about 1/3 of the patients have email addresses, but I’m sure the proportion goes up as age goes down.

    I use Constant Contact, and like that I can track when an email is opened and which links are clicked. That helps me figure out what articles people are interested in so I can better tailor future editions for my readers.

    • I think it makes perfect sense for several reasons especially expense and targeting.

    • Carol what type of return rate or maybe the best thing to ask is what type of engagement rate do you get?

      • On my last newsletter, I got a 38.5% open rate, and an 18.2% click rate (I have articles in the newsletter, then they can click to read the rest of the article). I’m going to send my next newsletter in a few days, so I’ll be able to report those statistics in a week or so.

Let me know what you think