The Galactic Blueprint to Nurture Emails: How to Drive Conversions in Healthcare

"Oh, so that's how you send a nurture sequence"

Hi, I’m Ben Watkins 👋 Thanks for joining the first edition of La Vie Ben Rose. Every week, I unravel copywriting questions, examples, and conversion tactics from the most recognized healthcare brands.

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If you’ve ever watched Star Wars (it’s a crime if you haven’t), you’d know that the most important movie in the series is Episode 5: The Empire Strikes Back.

The stakes are higher than ever. The conflict arises. And your reader (the hero) feels the weight of the world on their shoulders.

Nurture emails are exactly like Star Wars Episode 5.

You could think of it like this:

• Episode IV (A New Hope) = your welcome series → it introduces the characters, sets the tone, and shows there’s a bigger story unfolding.

• Episode V (The Empire Strikes Back) = your nurture emails → deeper, darker, more emotional: “No, I am your Father! NOOOOOO!”. The stakes rise. The conflict sharpens. Your reader sees what’s really at risk (oh no!) and starts to believe in the solution. Problem to product-aware type of thing.

• Episode VI (Return of the Jedi) = your sales emails → it’s go-time. The battle for conversion is upon us, and your reader is ready to buy or be gone.

Now that we've got that out of the way, let’s talk about the strategy behind healthcare nurture emails.

Are You Making Your Readers Feel Like a Luke Skywalker, aka the Hero?

Nurture emails have one specific purpose: to make your readers the hero.

Here’s the thing: healthcare nurture emails make the mistake of thinking they (the healthcare brand) are Luke Skywalker when it’s actually the consumer.

“Of course. We know that” - says every healthcare marketer

If you know that, then you need to write your emails from the point of view of your audience. Forget the features. The offer. The “we.”

Your readers, whether C-Suite leaders in healthcare or healthcare consumers, want to read about themselves.

If you want your nurture emails to work like Luke Skywalker lifting an X Wing out of the water, make your readers feel like Luke Skywalker actually doing that very thing.

You are the guide. Your product is the lightsaber. The reader is the hero.

Read that again.

Before you send another “educational” email, ask this super important question:

“Does this make the reader feel like a Jedi in training or an audience member at a product demo?”

I’d rather feel like a Jedi in training.

Start With a Surprising Truth (Your Audience Is the Jedi)