CRM Properties Guide for Email Marketing
Introduction
This guide explains the custom CRM properties available in PatientBase and how to effectively use them in your email marketing campaigns. By leveraging these properties, you can create highly personalized communications that improve patient engagement and response rates.
Available CRM Properties
Patient Information
| Property | Description | Example Usage |
|---|---|---|
| {first_name} | Patient's first name | "Hello {first_name}," |
| {last_name} | Patient's last name | "Appointment for {last_name}" |
| {name} | Patient's full name | "Thank you, {name}" |
| {email} | Patient's email address | For segmentation or confirmation |
| {phone} | Patient's contact number | For SMS integration or reference |
| {address} | Patient's street address | "Our clinic near {address}" |
| {city} | Patient's city | "Other patients in {city}" |
| {state} | Patient's state | State-specific health information |
| {zip} | Patient's postal code | Local health event targeting |
| {country} | Patient's country | Country-specific regulations |
Practice Management
| Property | Description | Example Usage |
|---|---|---|
| {company_name} | Practice or hospital name | "From the team at {company_name}" |
| {website} | Practice website | "Learn more at {website}" |
| {lead_status} | Patient acquisition stage | Target messaging to prospect vs. established patients |
| {accept_terms} | Consent status | Filter for patients who have accepted marketing communications |
Campaign Tracking
| Property | Description | Example Usage |
|---|---|---|
| {utm_source} | Traffic source | Segment by how patients found you |
| {utm_medium} | Marketing medium | Target based on preferred communication channel |
| {utm_campaign} | Specific campaign | Follow up on specific health initiatives |
| {utm_term} | Search terms used | Reference specific health concerns |
| {utm_content} | Content variation | Track which messaging resonates best |
How to Use CRM Properties in Email Marketing
1. Subject Lines
Create engaging, personalized subject lines:
- "John, your appointment reminder"
- "{first_name}, your health report from {company_name}"
2. Email Greetings
Start your emails with a personal touch:
- "Dear {first_name},"
- "Hello {name},"
3. Personalized Content
Tailor content based on patient information:
- "Since you're located in {city}, you might be interested in our new office opening nearby."
- "Based on your interest in {utm_term}, we thought you'd enjoy this article."
4. Segmentation
Create targeted email lists:
- Send appointment reminders only to patients with upcoming appointments
- Target seasonal health tips to appropriate geographic regions using {state} or {country}
5. Conditional Content
Display different content based on patient properties:
- Show different offers based on {lead_status}
- Present different information based on previous engagement tracked via UTM parameters
6. Follow-Up Sequences
Design appropriate follow-up sequences:
- Reference previous communications based on {utm_campaign}
- Acknowledge where patients are in their patient journey using {lead_status}
Best Practices
- Always test your emails before sending to ensure all properties are displaying correctly
- Have fallback content for when a property value is missing
- Clean your data regularly to ensure accurate personalization
- Don't overuse personalization – strategic use creates impact
- Respect privacy concerns – use sensitive information appropriately
- Combine multiple properties for sophisticated personalization
- Track performance of different personalization strategies
Need Help?
For additional assistance with using CRM properties in your patient communications, please contact our support team at support@patientbase.io