How to Write Better B2B Healthcare Onboarding Emails
B2B healthcare emails are nuanced.
There are different audiences, from payors to clinics to providers. And they all have different desires. You can’t buik them into one email and say, “WELCOME” and assume the journey is over.
In fact, it’s just getting started.
Onboarding flows are absolutely, 100%, critical to any healthcare brand, especially in the B2B space. This is your chance to leave a first and (last)ing impression. Forget the run-of-the-mill onboarding emails that do nothing for your brand or your audience.
You need to know exactly what to write and how to write it. Here are the steps you should take.
Reaffirm Their Decision to Sign Up With You
Once a user signs up for your product, send them a thank you email.
They made the decision to sign up with you, so don’t leave them with buyer’s remorse. Thank them. Be appreciative. Show them that you’re beyond excited to have them on board.
Here are a few key pointers
- Send the email within 24 hours of signing up.
- Show them what it means to sign up with you (reaffirm their new identity)
- Set the standard for the cadence of emails they should receive from you
- Point out valuable resources that they might like
Understand The Point of Contact
Especially in B2B healthcare, you need to understand where the users are coming from.
The most important question to ask about your lifecycle emails (onboarding in particular) is to know what touchpoints your users have already seen. Have they read your blogs or seen your ads? You should have a pretty good idea of how familiar these users are with your brand by the time they onboard.
Remember, B2B healthcare is a long sales cycle. You can’t assume that once it’s over and everything is cake once they sign up for your product.
You need to educate. Because retention is key.
You want to frame the next email as an educational resource that shows your product in different frames. I’ve worked with B2B healthcare brands that have users but they are rarely using that product at 100% capacity.
Show blogs, whitepaper, resources, interviews, or anything that is going to help that particular audience through the onboarding process. You want it to be as seamless as possible.
Share Similar Stories
Social proof, like case studies, isn’t only designed to win over the hearts of prospects.
Case studies are also great for showing how similar customers had similar problems. You’re walking them through challenges they might experience.
Nothing is more frustrating than signing up for a product and being left alone to figure it out yourself. These case studies can really help customers speed up the onboarding process and start using your product at max capacity, no matter how complex the product is.
Have Different Triggers Set Up
Onboarding emails should have triggers set up so you know what the customer is doing.
For example, if you had an EHR company that sent out an onboarding email showing how to use a specific feature, you’d want to trigger an action for anyone who clicked that specific feature.
Now, we’re getting into segmenting. Here’s an example:
- Trigger an action when a user checks out a specific feature of the product
- Trigger an action if they haven’t checked out a key feature yet
The more you do these things in your emails, the more your emails are relevant and based around behavior actions, not just a typical automated onboarding email.
Be Helpful, Not Irrelevant
Signing a B2B healthcare contract is often months and months of hard work.
Losing that client because they aren’t using your product enough is beyond frustrating. That’s why your onboarding emails should continue to be helpful.
Know what users are doing, how often they log in, or if they don’t log in at all. Be as helpful as possible because your users are busy and don’t have the time to understand your healthcare or SaaS product as well as you do.
Always Think About the Customer Journey
Onboarding sequences are when the hard work gets even harder because it’s all about customer retention.
It’s how you provide value to customers. The ones that share the love and talk about you at every healthcare and SaaS conference.
Because, at the end of the day, you’re not just sending emails, you’re creating relationships. You’re understanding where the user journey has started, what actions they’ve taken, and how you can help them.