B2B Healthcare Email Marketing: 6 Lead-Nurturing Templates

A B2B medical lead’s email address is a precious commodity.

Most people don’t freely give out their email address unless they’re getting something valuable in return. No one wants to inadvertently sign up for spam or an unwanted free trial. So, how do you nurture a B2B buyer persona with something more worthwhile -- something valuable, educational, and relevant to their pain points?

Use these lead-nurturing email templates specific to B2B Healthcare Marketing to engage leads in a way that fosters meaningful sales conversations: 

The Value of Lead Nurturing Through B2B Healthcare Email Marketing

Below we'll provide successful B2B healthcare email marketing examples for just about any situation:

1. Introductions
2. Resource offers
3. Conversation requests
4. Product/service offers
5. Sales follow-ups
6. Breakups 

Lead nurturing emails are a great way to connect on a 1-on-1 level with a prospect. As long as you stand out and offer value, your emails are still going to get opened, even in this age of digital noise. In fact, almost 80% of marketers have seen an increase in email engagement over the last 12 months.

Done tactfully, email lead nurturing can guide a prospect along their B2B buyer’s journey from being passively interested to a committed customer. 

Lead Nurturing Do's & Don'ts in B2B Medical Marketing

In B2B medical marketing, content strategy requires a certain amount of finesse to keep a prospect engaged and elicit a response. There’s a fine line between keeping exchanges valuable and relevant to downright annoying during a long sales cycle.

Keep these in mind as you use a nurture-campaign template:

The Do’s

• Be helpful
• Be concise and direct
• Be friendly
• Invite further conversation
• Be a resource
• Use personalization
  
  

The Don'ts:

• Be pushy or sales-y 
• Flood inboxes 
• Provide unhelpful information 
• Send emails from a generic address or name, e.g. sales@yourcompany.com

(p80 Tip: Be aware, prospects are generally more receptive to lead nurturing emails when they’ve opted in to receive them. If you’re sending emails to contacts on an email list you purchased, don’t expect the same level of engagement.)

p80 Resource: Dig into how an inbound marketing strategy can supercharge your lead generation. 

Nurture Leads Better With These 6 Templates

 The most effective lead nurturing emails feel personal and relevant. Use these templates as a guide, then refine them to match your brand and audience.
 

1. The Introductory Email

For this first step in follow-up email marketing, clear and concise messaging is most effective. You’ll want to come across as helpful and not pushy by simply extending a digital handshake and offering a resource or two. 

Hello [First Name] 

I noticed you [downloaded our guide/attended our webinar/viewed our product page]. Thanks for checking it out!

Based on your interest in [topic], I thought you may find these additional resources useful:

• [Educational Resource 1] - include one sentence explaining what they'll learn or why it's valuable
• [Educational Resource 2] - a related article, case study, video, or checklist that builds on the first resource
  

If you have any questions or would like to discuss how these ideas can help your organization, simply reply to this email. Looking forward to hearing from you.

Cheers, 

[Your name]

[Title]

[Company]

[Phone #]

[Website]

(p80 Tip: Consider automated email follow-ups to save your sales team time. To keep the email humanized, include a head-and-shoulders picture in your signature.)

2. The Resource Follow-Up Email 

This lead follow-up email template is valuable as part of a sequence (also called "workflow"). Consider using it after an initial conversation with a prospect. Rather than sending a generic list of content, personalize the email by referencing your discussion and explaining why each resource is relevant to the prospect’s goals or challenges.

Hello [First Name]

It was great talking with you on [date or day of conversation]. I really enjoyed learning more about [their company or project] and discussing [challenge or goal they mentioned]. 

I wanted to pass along a few of our resources that I thought you might find helpful as you continue evaluating your options.

• [Resource 1] -  Briefly explain what they’ll learn or how it addresses the challenge they mentioned.
• [Resource 2] -  Highlight a practical takeaway or relevant example.
• [Resource 3] -  Point them to a case study, video, guide, or FAQ that answers common questions.
  

 If any questions come up while you’re reviewing these,  I’d love to talk more with you about [problem to be solved]. Is there a time we could chat for about 15 minutes within the next week? 

Best,

[Your name]

[Title]

[Company]

[Phone #]

[Website]

Don't have a robust catalog of content to pull from?

Download the free guide below and start producing helpful resources for your prospects:

3. The Conversation Request Email

In this B2B nurture email template, you’re looking to connect with the prospect after they’ve had time to review your educational content. Rather than pushing for a sale, your goal is to start building rapport and a deeper understanding of their company, and whether your solution is a good fit for their organization. 

Hello [First Name], 

I hope you’ve had a chance to review the resources I shared on [topic]. I wanted to check in and see if any questions came up as you went over them.

[Add a sentence reminding them of what your company does and how it might be of service. Is there a solution that could be extremely helpful?]

I’d love to learn more about your team’s current priorities and see if we can share any additional insights or resources that would be helpful. Would you be available for a short conversation sometime next week?

Best,

[Your name]

[Title]

[Company]

[Phone #]

[Website]

3B. Conference/Trade Show Invitation Email

The template above can be tweaked to engage your leads from a previous year's trade show and invite them to connect at this year's show. 

4. The Product/Service Offer Email

When you have a firm grasp of a prospect’s pain points and needs, introduce exactly how your company can solve their problem(s). 

Hello [First Name],

 From our conversation, it’s clear that [pain point] is a top priority for your team. We’ve worked with organizations facing similar challenges and have helped them [brief outcome, such as streamline workflows or improve compliance]. I’d love the opportunity to learn more about your goals and figure out whether we can help you achieve similar results.

Do you have any time within the next week for a call?

Best,

[Your name]

[Title]

[Company]

[Phone #]

[Website]

4B. Follow-Up Email After Trade Show

Again, the template above can be a useful trade show email marketing tool.

(p80 Tip: Before sending, give the lead 3-7 days to return home and settle back into the office, or else you may seem desperate. However, don't wait for weeks -- the lead might forget who you are!)

(p80 Resource: 5 Follow-Up Email Templates to Nurture Your Trade Show Leads)

5. The Sales Follow-up Email

Use this email as an opportunity to start gently guiding a prospect toward taking the next steps with your company. As always, be a resource and not a pushy salesperson. 

Hello [First Name],

I just wanted to check in and see how things are going since we last talked.  

Have you had a chance to review the items I sent over? I’d love to hear your thoughts and see if any new questions have popped up.

If there's anything that's unclear or that you'd like to discuss further on how it could help with [specific challenge or goal], I'm happy to help. Let me know if you have any time next week to set up a quick call.

Talk to you soon,

[Your name]

[Title]

[Company]

[Phone #]

[Website]

6. The Breakup Email

This email is one that marketers hate to write. For whatever reason, communication has broken down, and the prospect is not engaging. Like the introductory email, keep it short, but leave the door open for future interactions. This is a surprisingly effective way to re-engage cold leads.

Hello [First Name]

I just wanted to follow up since the last time we connected to see if your team is still exploring solutions for [challenge] or if your priorities have shifted.

Please don’t hesitate to reach out to me if I can be of any assistance in the future

All the best,

[Your name]

[Title]

[Company]

[Phone #]

[Website]

Stay on the Radar With Email Lead Nurturing (& More)

Email is one of the most valuable relationship-building tools in healthcare technology marketing. Keeping a conversation going with a prospect (at the right cadence) keeps your company on the buyer's radar. 

Want to target specific prospects? Get started with our guide to applying B2B customer research to your medical tech/device marketing strategy:

(Editor's note: This article was originally published in May 2020 and was recently updated.)