Summary
The data says yes. One study found that 99% of email users still check their inboxes every day, with some checking as many as 20 times a day. (“Some” is us — that Outlook tab stays open.)
Of course, users don’t read every email — most of us receive far too many to make that possible — but we still see who’s putting in the effort to connect with us regularly. And that’s worth something.
Hospital newsletters are an inexpensive and undemanding way to build relationships with patients. But the digital landscape is crowded with thousands of other newsletters from hospitals, healthcare practices, and specialty clinics.
How can you stand out? We discuss the do’s and don’ts of newsletters and offer 4 tips for making your newsletter your subscribers’ favorite.
What’s the difference between a health newsletter that gets read regularly and one that gets sent to the trash? (Or, gasp, drives unsubscribes?)
Let’s break it down.
The newsletters that work best are:
What don’t subscribers like in a medical newsletter? These are the biggest complaints:
Now that you know the do’s and don’ts, check out our writers’ best tips and 4 exemplary hospital newsletter examples.
People who sign up for your chronic disease newsletter do not need to be reminded they’re sick. Don’t post worrisome statistics or basic disease information. Instead, emphasize how to live *well* with the condition.
The “From the Heart” newsletter from Saint Luke’s Cardiovascular Associates does this well. The title nods to its focus on cardiovascular health while implying that articles will be informative, honest, and compelling.
Check out the table of contents from this sample newsletter.
If you were expecting a heart-healthy living manifesto, you’d be wrong. This newsletter is brimming with stories about wellness. Find out about the daily walking routine of former U.S. president Harry Truman (whose hometown is near the clinic). Or how a diet of natural, unprocessed food slows the progression of chronic disease. Heart disease is a theme throughout the newsletter, but a subtle one.
Why reinvent the wheel? If you’re already creating strong blog posts, repurpose and distribute your web content for new audiences. Patients and families who may not know about your blog may become regular visitors, improving your web analytics.
Look to Seattle Children’s Hospital’s “my Good Growing” newsletter as an example.
High-quality stock photos, easy-to-scan headlines, and succinct descriptions make it simple for time-pressured parents to find helpful blog content. Articles are grouped by broad topics, such as injury prevention, and life stages, from toddlers to teens. And they include links to articles from the American Academy of Pediatrics.
Your subscribers lead busy lives, but health and well-being are always on their minds. Engage them with topics that pique their interest, answer a burning question, or offer surprising health facts.
Cleveland Clinic’s award-winning health newsletter includes content that interests a variety of readers. It includes evergreen topics, such as sun protection, and trendy issues, like their take on the latest weight loss drug. All articles have a health angle and a general interest appeal, such as getting kids to eat veggies.
Robust content helps you appeal to health-conscious audiences who might not require your services. Providing click-worthy, easy-to-read content establishes your brand as a credible source of information. And if their health needs change, they are more likely to turn to your organization for care.
Some of the most compelling articles and story ideas can come from your audience. Why not tap into the stories of patients who had a positive experience with your hospital?
Check out MSK News from Memorial Sloan Kettering Cancer Center. Each issue of MSK News is about “the stories of our patients and their families; and our researchers, doctors, nurses, and staff.”
Crowdsourcing ideation is another way to gain the inside scoop on topics your audience is curious about. You can also send periodic surveys to your readership or create prompts on your sign-up page to capture input from your newest subscribers.
Need more hospital newsletter ideas or writers to execute them? We’re here for you. Partner with experienced hospital newsletter writers to engage your patients.
Healthcare newsletter writing services
We practice what we preach about newsletters at Aha Media. Check out ours to swipe our engagement tactics and learn more about producing healthcare content.
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AUTHOR
Ahava Leibtag, Founder and CEO
Ahava is a leading expert in healthcare content strategy, recognized for her ability to make complex medical information accessible. She has spent nearly 2 decades transforming how healthcare organizations communicate with their audiences. Ahava is trusted across the industry for her clarity, evidence-based approach, and thought leadership.
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