Boost Business Success: Automated Workflows for Health Pros
July 14, 2023
July 14, 2023
It’s a common dilemma for health and wellness solopreneurs everywhere: how do you meaningfully build your business when so much of your time is spent in the trenches working directly with clients? What is a solopreneur or practice owner supposed to do when they don’t have a marketing team but they still want to free up time to focus on scaling their success? Marketing automation can be a big help.
Marketing automation uses software to create workflows for some of the most time-consuming manual tasks, like lead generation and social media management. Built-in automated workflows are particularly useful when it comes to boosting your email marketing efforts without demanding more of your time.
Email marketing automation software allows wellness professionals to take a more hands-off approach to email communications with prospects and clients. As a user of this software, you can set up a series of pre-designed emails that are then automatically sent to individuals based on their behaviors or preferences. You define the triggers that initiate automatic send of your email sequences – like subscribing to your newsletter, purchasing one of your signature programs, or even a client’s birthday. Then you trust the email marketing automation software to take care of the rest.
Automated workflows let you nurture relationships with your clients or prospects in a personalized, scalable way without requiring you to build emails from scratch every time. You simply set it up and let the automation take over.
In order to take advantage of automated workflows in email you need a marketing automation platform. What is a marketing automation platform? It’s basically a centralized hub for executing your campaigns. MailChimp, ActiveCampaign, and ConvertKit are all examples of popular email marketing automation software.
When it comes to email marketing you shouldn’t always be selling. It’s a good practice to insert emails into your marketing automation workflows that are intended to build goodwill and brand affinity. For example, acknowledging your clients’ birthdays can provide a personal touchpoint that deepens engagement.
This is an excellent opportunity to let your personality stand out and break through the same-old messages flooding your clients’ inboxes. Get creative and lean into strong copywriting to make your brand more sticky.
Note how the Hulu example below acknowledges that the recipient’s birthday is coming soon. You could also trigger the email to send out the day after with a mea culpa message about missing their special day. Pair a clever copywriting approach and a free “gift” or discount code to sweeten the deal. Offering a free gift doesn’t need to cost you much – for example, a holistic nutritionist could offer up a free birthday cake recipe that doesn’t rely on refined sugar.
Using automated workflows in your onboarding keeps clients on track while you take care of other business priorities. It’s a smart way to set clear expectations for what to expect along with specific steps they need to take and when. It also saves a bunch of admin time, while also reducing the potential for errors or missed steps.
While every client is unique, those on similar journeys do share certain treatment milestones. Using automated workflows can help you provide encouragement along the way by sending milestone-based emails to each client. Bonus: showing up for clients regularly with encouraging words and tips can help keep them motivated and feeling inspired by your support.
Imagine a practitioner working with clients to heal their gut health. Let’s call her Sandy. After the initial assessment and treatment plan development, some milestones along each client’s healing journey would include the following:
Even if they are done having 1:1 sessions with her, Sandy can use automated workflows to drip out emails monthly that share tips for maintaining optimal long-term gut health. Since it’s an automated send, she doesn’t have to spend lots of admin time on this drip campaign. It’s a smart and stress-free deposit in the brand affinity bank that will likely pay off in repeat business, referrals, and email list growth.
If your clients routinely neglect to renew their supplements or schedule follow-up appointments, there’s a good chance it’s not intentional. The average American admits they are putting off around 14 things on their to-do list. Workflow automation is an easy way for you to give them a quick nudge while continuing to build trust in your relationship.
Using small business email marketing to automatically send timely reminders can be an effective way to avoid long stretches between appointments that can lead to motivation issues creeping in. It’s also in your clients’ best interests to ensure continuity in their supplements so they can see results faster. Note that although some online dispensary services have a reminder option built in, clients may need to be told that they have to opt-in to receive those reminders.
Whether you’re a solopreneur or working with a group, here are some best practices to keep in mind when implementing email workflow automation.
You can integrate your email software with Practice Better using Zapier – a web-based service that lets you connect different apps to enable automated workflows between them without the need for code or complex integrations. Zapier acts like a safe bridge between different web apps that allows them to communicate and share data seamlessly.
For example, with the Zapier and Practice Better integration you can create a “Zap” (aka: a connection) that adds a new client to your mailing list in ActiveCampaign or MailChimp when they enroll in a program.
Anyone who has attempted to manage email communication manually knows how quickly it can gobble up your time and erode your efficiency, especially as the number of recipients on your list continues to grow. Between segmentation, personalization, and tracking, the complexity of email communication is growing. Adopting automated workflows is increasingly beneficial for solopreneurs who want to spend less time on admin and more time focusing on scaling their practices.
Practice Better is the complete practice management platform for nutritionists, dietitians, and wellness professionals. Streamline your practice and begin your 14-day free trial today.
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