In today's digital age, businesses often feel compelled to pour resources into Google and Facebook ads, hoping to capture the attention of their ideal clients. However, there's a more personal, cost-effective, and impactful approach: email marketing. Allow me to share a story from my own experience that underscores the unparalleled value of building relationships through direct communication.

Embarking on a Daunting Mission

Years ago, I accepted a role under the Centers for Medicare & Medicaid Services' Doctors' Office Quality Information Technology (DOQ-IT) program. The objective was clear yet formidable: transition physician practices from traditional paper records to electronic medical records (EMRs). The challenge was amplified by the fact that I was venturing into Delaware—a state entirely unfamiliar to me. I didn't know the roads, the communities, or a single soul there.

Navigating Uncharted Waters

Starting from scratch in an unknown territory was intimidating. The project was familiar, but the scope was larger than anything I had tackled before. With no existing contacts, I began with cold calls—a task that can send shivers down anyone's spine. Each dial was an exercise in courage, as I introduced myself and the program to physicians who had never heard of me.

Building Bridges Through Email

Recognizing the limitations of cold calls, I turned to email as a tool to foster connections. Crafting personalized messages, I addressed the specific concerns of each practice, highlighting the benefits of EMRs tailored to their unique situations. These emails weren't just informational; they were conversational, aiming to build trust and rapport.

The Power of Personal Interaction

Emails opened doors, but face-to-face meetings cemented relationships. I traveled across the state, meeting physicians in their offices, listening to their apprehensions, and demonstrating how EMRs could enhance patient care. These personal interactions were pivotal in dispelling doubts and showcasing the tangible benefits of the transition.

Exceeding Expectations

The initial goal was to convert 20 physician practices within three years. Through relentless effort, personalized communication, and genuine relationship-building, I surpassed this target, successfully transitioning 78 practices to EMRs. This achievement not only improved healthcare delivery in Delaware but also garnered attention from various media outlets, including the Philadelphia Inquirer, which highlighted the program's success and its positive impact on patient care. 

Lessons Learned: The ROI of Relationships

This journey reinforced a fundamental truth: relationships yield the highest return on investment. In the business world, this principle holds firm. According to a study by Invesp*, existing customers are 50% more likely to try new products and spend 31% more compared to new customers. Building and nurturing relationships through direct communication channels like email can lead to increased loyalty and revenue. DOQ-IT was merely a stepping stone to what I would later accomplish. In the following 3 years I recruited more than half of the physicians in the entire state to utilize their Electronic Medical Records to improve healthcare in Delaware.

Applying the Lessons Today

Today, as I consult with entrepreneurs, I often advise them to reconsider hefty investments in paid advertising. Instead, I advocate for building genuine connections through email marketing. By crafting personalized messages, understanding client needs, and maintaining consistent communication, businesses can cultivate a loyal client base without breaking the bank. 

Conclusion

My journey in Delaware taught me that even in unfamiliar territories, success is achievable through perseverance, personalized communication, and genuine relationship-building. Email marketing embodies these principles, offering a pathway for businesses to connect deeply with their ideal clients. So, before you allocate substantial budgets to ads, consider the power of a well-crafted email—it might just be the key to your success. Relationships matter more than paid adverts.

May you always Find Your North Star.

Beth

Sources:

• https://www.hcinnovationgroup.com/policy-value-based-care/article/13022051/how-one-regional-extension-center-gave-delaware-another-first 
• https://www.healthcareitnews.com/news/doq-it-and-running
• https://pmc.ncbi.nlm.nih.gov/articles/PMC4195064/
• https://www.cms.gov/Outreach-and-Education/Medicare-Learning-Network-MLN/MLNMattersArticles/downloads/SE0505.pdf