How B2B Healthcare Brands Can Nurture Their Leads With Email

Turning your B2B healthcare leads from cold into warm prospects can be difficult – in fact, it can feel like pulling teeth. But there’s an easier way to get them to speak to one of your account executives and move the sales process forward. They might just need nurturing before they are ready to commit.

This is where email marketing comes in. 

It’s a low cost activity that reaps incredible results while also nurturing cold leads.

In a study by DMA Insight, 99% of consumers admitted to checking their email every day with many checking it up to 20 times a day. 

If you’re ready to dive in, here are some ideas to inspire your efforts.

Welcome Email Campaign

When people sign up to your list, their interest in you and what you’re offering is very high at that moment. If they sign up and receive nothing from you for days – or even weeks – they’re quickly going to forget who you are and how you can help them.

One of the quickest and easiest ways to warm up new leads is by serving them an automated welcome email campaign. Ultimately, this should do two key things:

  • Tell them more about your business and what you offer
  • Tell them how you can help them 

Usually, a welcome email sequence spans 5-7 emails over a period of a week or two. This means you’re regularly showing up in leads’ email lists while the iron is hot. Not only does this get them comfortable with you landing in their inbox, but it also gives you a chance to share the benefits of your product or service without bombarding them with information all at once.

Even if a lead doesn’t need what you’re offering right then, chances are they’ll remember your business when they have a need for it in the future. 

Regular Newsletters

You don’t want to disappear off the radar after a prospect has gone through your welcome email sequence. Instead, you should be keeping up the momentum with regular emails. 

Remember, you’re in competition with other B2B healthcare providers and the sales cycle for this industry is often much longer than others

This means it’s important to be consistent and regular. 

Instead of only showing up when you have something to sell, make regular contact with your leads and update them with your latest blog posts, current trends in the B2B healthcare industry, and any content you’ve published in other places, like reports, podcasts, or studies. 

To do this, it helps to create a calendar. Consider how often you want to touch base with your leads – this will usually be something like every week or every other week – and plan out what you’re going to say to them in each email. 

This medical device manufacturer wanted to target cardiothoracic surgeons – a notoriously difficult-to-reach medical group. They sent this email with a link to their latest roundup post that was sure to pique the interest of their target audience. 

Get Creative With Your Content

Emails are a great way to build relationships with your prospective buyers. They also provide a great way for you to share the benefits of your business through various different kinds of content. 

Remember, every prospect is different and might prefer content in different mediums. For example, one prospect might prefer to watch a video of your product in action, while others would rather skim through a blog post that explains the pros and cons.

Either way, you can serve them the content style they love through email. This might be: 

  • Case studies highlighting success stories from other customers
  • Whitepapers that uncover trends in the healthcare industry
  • Blog posts that offer solutions to certain problems they might have 
  • Videos that show your product in action 
  • Invitations to upcoming webinars/events

This list of successful content types for B2B brands provides much-needed inspiration. Source

A fun and interactive way to add this type of content to your emails is by creating a QR code. This makes it easy for readers to view a video or add an event to their calendar. Once they scan the QR Code, they can also be retargeted online on Google and Facebook.

Cater to Individual Needs

The B2B selling world is leaning towards a personalized future. Often, accounts are big and worth the time it takes to invest in nurturing each one individually. This means tapping into each prospect’s unique wants and needs.

How do you do this?

Email is such a personal form of communication. 

Think about it: it’s basically like reaching out to a friend and having a private, 1-to-1 conversation. Use this to your advantage by asking qualifying questions in your emails and encouraging leads to reach out with their answers.

For example you might ask:

  • What is your biggest business struggle right now? 
  • What does your dream business look like?
  • If you could use a magic wand and change one thing about your business right now, what would it be? 

Not only does this open up a dialogue (which makes it far easier to warm up leads), but it also gives you an insight into what each prospect requires. You can then use this information to serve them content geared towards that need, or lead with a conversation about how you can solve a specific problem they have. 

Use Email to Your Advantage


Healthcare marketers are often considered “behind the times” when it comes to marketing best practices – but that doesn’t mean you have to be. 

Email is a low-cost, low-effort, but highly powerful tactic you can use to turn your leads from freezing cold to boiling hot.

Just follow the simple tips we’ve laid out here to get started or contact us and we can help lay out a plan for you!

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