How Trinity Health of New England Uses Specialty-Targeted Emails to Turn Physicians Into Loyal Readers

Julie Williams, regional director, marketing and communications, Trinity Health of New England

Physicians are notoriously busy and hard to reach. But Trinity Health of New England (THOfNE), a five-hospital system in Connecticut, has found a formula that not only captures their attention but keeps them coming back. Using the MedNews Plus email platform, THOfNE offers a “one-stop shop” for breaking medical news by specialty, free CME, and health system updates — all in one targeted communication.

The results are striking, with open rates six times the industry average, tens of thousands of articles read, and measurable improvements in how physicians view the health system. “We wanted to create a tool that truly respected physicians’ time while delivering value,” says Julie Williams, regional director of marketing and communications for THOfNE.

Continue reading the rest of the article to learn how THOfNE planned, executed, and measured this high-impact digital engagement strategy — and what lessons healthcare marketers can take away: Digital Showcase: Reaching Physicians — and Keeping Them Engaged

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