11 Ways to Grow Your Email List If You're a B2B Healthcare Startup
What kind of information can you give your c-suite prospects in exchange for your email?
Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel copywriting examples and insights from the most recognized healthcare brands.
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How can you grow your email list organically?
You do it by giving your prospects something they actually want. Something that helps them solve a problem.
Growing an email list for B2B healthcare is even more important. Because you’re targeting different personas with different objectives. Do it right and you shorten the sales cycle.
At the same time, you can’t just have AI chalk up a lead magnet in 17 seconds and expect your audience to give you their email for it.
So, without further ado, here are 11 ways to grow your email list, especially if you’re a B2B healthcare startup.
1. Lead Magnet (Like a Whitepaper or Report)
Lead magnets work only when your audience actually wants what you offer.
For example, Innovaccer offers reports in exchange for your email. More importantly, they can segment their audience market around provider orgs or digital health innovators.
2. Free Integration Tool
NexHealth is another example of having something on its website that captures emails.
Find a healthcare system (I did), and it tells me to enter my email address if it’s not there or if it was there. It’s a seamless way to capture emails and keep your audience informed.
3. Demo Sign Ups
This may be the most obvious, but it's demo sign-ups on your website or a paid landing page.
Cohere Health has the “Schedule a Demo” that gives website visitors the chance to sign up for a demo and get on the email list. It’s the opportunity to nurture your audience.
4. Give Your Audience a Free Trial
A free trial is a sample of your product.
You not only give your audience a walkthrough, but you also have the chance to squash their objections with free-trial ending emails or onboarding emails.
5. Offer a Product Tour
You may not need a sales rep for everything in your B2B healthcare startup.
Give your audience the chance to check it out themselves. It may be more inviting, and you can get their email address at the same time.
6. Event & Conference Attendance
This is low-hanging fruit for sales teams.
Events and conferences are goldmines for not only meeting your prospects in person, but also getting email addresses from them.
It’s the perfect way to stay in contact and follow up from these trade shows, events, and conferences.
7. Have a Newsletter
Newsletters are all the rage, but they still work when done to perfection.
Newsletters allow you to send emails every week or whatever that cadence is. More importantly, you can sell to your customers when the opportunity is there because they are now on your email list.
8. Create a Compliance Checklist
If your audience consists of payors, providers, clinics, or other healthcare professionals, they are likely always looking for ways to stay compliant.
Having a checklist that is specifically catered to different audiences can attract those audiences if they download or get it from a LinkedIn ad.
Speaking of LinkedIn ads…
9. Leverage LinkedIn Ads
LinkedIn is a booming platform that has hundreds of thousands of healthcare professionals.
It’s the perfect opportunity to leverage LinkedIn ads, if it’s a report or a case study.
10. Leverage LinkedIn Organically
Your sales and marketing team can drive leads from LinkedIn to your website or landing page in one very specific way.
They can create content that attracts more attention to their profile page and the website, which includes a form. It’s a great way to organically get more impressions and more website visits.
11. Assessment Quizzes
These can be popups or embedded on the website, where it could be something like, “Is your clinic ready for ISO quality certification?”
You can ask for their email address to give them the results.
Create Around Your Personas
In B2B healthcare, sales cycles are long. You have to find ways to attract a CFO, CMO, IT director, etc, so you can cater to each of them, their problems, and the solutions they look for.
Depending on what kind of personas you’re targeting, you also have to consider what builds the most trust. It could be Thought Leadership Content that is (Cost/Outcomes Focused). It could be industry reports and benchmarks.
The goal is to find what your healthcare audience cares about. Do user testing, review mining, competitor analysis, surveys, and know your one customer.
That’s when you can help your audience the most.
That’s it, folks.
Ben Watkins out 🎤
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Ben Watkins