How to Set Up an Email List

Building Connections Beyond the Office

A physician sees a new patient, and the visit goes well. The patient seems satisfied with the visit and tells the receptionist they will call and schedule another appointment. But then your office never hears from the patient again-and you're puzzled as to why.

When doctors neglect to stay in touch with patients, whether that interaction involves sharing health advice or simply reminding them you're thinking about their well-being, patients will likely "ghost" you. A good physician marketing strategy should prioritize building an email list that healthcare professionals can easily use to maintain communication with patients.

What is an Email List?

An email list is a collection of patient email addresses who have opted in to receive emails from your practice. Since patients have agreed (subscribed) to receive emails from you, they’ve already shown interest and trust in what you have to offer. This gives you a direct, permission-based way to share tailored updates and relevant information from your practice that aligns with their needs. Having access to engaged prospects means your messages reach people who are open to learning more about your services and health insights. 

Why Healthcare Professionals Benefit from an Email List

The goal of your email list is to maintain dialogue between visits. To sustain meaningful engagement, consider sending different types of emails to your subscribers:

• Newsletters with seasonal health tips
• Appointment reminders and preventive care notices
• Educational content about conditions and treatments relevant to their health
• Practice updates and new service announcements

Conversational prompts, like "Patients often ask me what to expect during a colonoscopy—let me clear up common misconceptions," can motivate recipients to schedule their health and wellness screenings.

Step-by-Step Guide to Building Your Patient Email List

• Collect emails at patient check-in:  Add an email field to new and existing patient forms. Explain what types of communication the patient will receive via their email if they choose to be placed on your list.
• Use your patient portal: Encourage patients to register and opt in for updates or appointment reminders.
• Add a sign-up form to your website:  Include an email sign-up section on your website.
• Take advantage of social media: Encourage followers and commenters to subscribe through links on the social media pages for your practice.
• Offer incentives for joining your list: Provide access to exclusive content, health guides, or wellness tips to motivate patients to sign up.

As your email list grows, make sure patient emails are stored securely in your practice management or EHR system to optimize organization and access.