True North Custom used strategic testing and tweaking to make Nemours/Alfred I. duPont Hospital for Children’s pediatric orthopedic email campaign a resounding success.
Nemours Children's Health System is one of the largest integrated pediatric health systems in the nation. To promote its Orthopedic Center at duPont Hospital for Children, Nemours turned to True North Custom.
Overview and Objectives
Since opening its doors in 1940, duPont Hospital for Children has been treating complex pediatric orthopedic conditions. Today, the Nemours Orthopedic Center team handles more than 40,000 outpatients and 6,000 procedures each year.
Physicians with duPont Hospital for Children have led the way in treating and researching pediatric orthopedic conditions for generations of children.
Nemours turned to True North Custom to heighten awareness of their capabilities—both nationally and internationally. True North Custom created a program that paired custom content with a targeted campaign designed to enhance:
- Audience engagement
- Brand awareness
- Service line growth
- Reputation via U.S. News & World Report Best Hospital rankings
After evaluating the marketing needs of Nemours, True North Custom worked together with Nemours Marketing to develop an email campaign targeted to pediatric orthopedic surgeons. Each email newsletter featured the use of innovative surgical techniques, case studies, research presentations, and the application of cutting-edge technology to patient care.
Each quarter, the email newsletter is deployed from the world-renowned Chairman of the Nemours Orthopedic Department with a single subject line designed to pique interest and drive engagement. A few days later, the same email is redeployed to recipients who didn't open the first email, this time highlighting a different topic within the newsletter.
By comparing analytics showing the differing responses to each e-blast, True North Custom was able to determine what drove physician interest and then use that information to craft future emails in the campaign and enhance the user-experience.
The result was an email open rate that blew industry averages out of the water.
Compared with other physician e-mail campaigns that have average open rates of 10-11%, a recent pediatric orthopedic campaign for Nemours had an open rate of 31.72%. The campaign also exceeded the average click-through rate for e-mails targeting physicians.
True North Custom continues to help Nemours Orthopedic Center reach pediatric orthopedic surgeons worldwide with messages that resonate. As information and analytics are reviewed after each email, True North Custom presents campaign analytics to Nemours with recommendations for the next email blast.
This work, paired with Nemours’ willingness to adjust the approach and content on an ongoing basis, has created an email marketing campaign that resonates with that particular subspecialty group.
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