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When reaching out to nurses with marketing messages, it’s important to consider not only the content and channel, but also the list of nurses that will be used to engage the audience. If the message does not reach the intended targets for a marketing campaign or other outreach effort, the budget and resources allocated for the project are wasted. How does one ensure that the right group of nurses is reached? Read on to find out the steps to creating an effective nurses list. Acquire a Reliable List of Nurses to Ensure Audience Reach Before the campaign can even get started, it’s necessary to purchase a nurses list that targets the professionals who will benefit most. Lists can be segmented by the type of nurses—whether they are registered nurses, licensed practice nurses or certified nurses’ aides. Other options include age, gender, specialty area, and registration state. Selecting nurse contacts by selects such as these will bring the message closer to its intended audience and save money and time reaching the wrong recipients. Consider the specific types of nurses the message needs to reach. A consolidated list can include nurses who work at hospitals, nursing homes, physician offices or those who are providers of in-home healthcare. Then further narrow the audience by deciding on additional selects. The list of nurses should also be up to date and accurate, as bad data can cost companies up to $600 billion yearly, according to The Data Warehouse Institute. Nurses lists that are telephone-verified at least every six months will bring the best results for campaigns and cut down on returned mail or bounced-back emails. Decide on the Best Channel to Reach Nurses The best methods to reach nurses currently are email and direct mail. Today, increasing research has emerged showing that nurses spend just as much time online as physicians—in terms of email, professional websites visited and social media. This makes a nurse email list an excellent option for reaching this group quickly. Many nurses can also be reached effectively with a direct mail list for medical offices and hospitals. According to the U.S. government’s research, about 60 percent of all registered nurses work in hospitals, so they will be reached more at those sites. Medical offices also employ various types of nurses who can be reached quite easily with a nurses list with direct mail business addresses. A list of nurses can be used to reach nurses for offers such as continuing medical education (CME) programs, magazine subscriptions, recruitment, office products, and association memberships. If the targeted group is of nurse decision makers, they will be more applicable for offers tailored for buyers, such as uniforms, medical supplies, and specialty products and services. Design a Personalized Message for the Nurses List In any marketing message, the level of personalization is of the upmost importance. When recipients read the letters or emails, if the message is not relevant to them, they will not follow through to the call to action and the opportunity will be wasted. The message should align with the type of audience the nurses list reaches. For example, if one used a nurse email list for registered nurses in hospital pediatric departments, the email message should identify the recipient as an RN in that area of medicine within the greeting and the content of the letter. If the message was written to address all types of healthcare professionals in hospitals, readers would not relate to the content and offer as well. These three elements - quality of the list of nurses, marketing channel and personalization of message - will enhance the results of marketing outreach efforts to all types of nurse audiences.
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