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6 Lead-Nurturing Email Templates for B2B Healthcare Marketing

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A B2B medical marketing prospect’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 tasty -- something valuable, educational, and relevant to their pain points?

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

The Value of Lead Nurturing Through Email Engagement

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. 

Do’s & Don'ts of Lead Nurturing in Medical Software/Device Marketing Plans

In B2B healthcare, content marketing 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 
  • Inundate 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

6 Lead Nurturing Email Templates for Healthcare Tech Marketers

Just like your prospects, your time is precious. Feel free to borrow these email marketing strategy templates and adjust them to your needs. 

1. The Introductory Email

For this first step in follow-up email marketing, brevity is key. You’ll want to come across as helpful and not pushy. You’re simply extending a digital handshake and offering a resource or two. 

Hello [contact name] 

I noticed you [acknowledge the action they took]. Here are a few additional resources that I thought you might also find useful

  • [Educational Resource 1]
  • [Educational Resource 2]

Please let me know if you have any questions! 


[Your signature]

(p80 Tip: Consider automated email follow-ups to save your sales team time with these types of emails. 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. You have a base understanding of what some of their needs are. The resources you send them should be relevant to your discussion and their pain points. 

Hello [contact name]

It was great talking with you on [date or day of conversation]. I really enjoyed our conversation about [acknowledge what you discussed]

I wanted to pass along a few of our resources that I thought you might find helpful and could answer any additional questions that may have come up. 

  • Resource 1
  • Resource 2
  • Resource 3 

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? 

 [Your name]

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

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

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3. The Conversation Request Email

In this B2B nurture email template, you’re looking to connect with the prospect. Your goal is to start building rapport and a deeper understanding of their company. 

Hello [contact name], 

I hope you’re doing well and the resources I sent you were helpful. 

[Reminder of what your company does and how it might be of service. Is there an offer or promotion you can make?]

Any chance we could set up a time to talk for 15 minutes or so within the next week about any questions you might have?

[Your name]

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. 

(p80 Resource: Pre-Trade Show Email Templates You Should Be Sending)

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 [contact name],

I can tell that solving [acknowledge pain point(s)] you mentioned are very important to you. I wanted to talk more with you about how [your company’s name] can help you with this. We’ve helped companies similar to yours with the same issues. 

[Mention a product/service your company has that can address the pain points(s) you discussed. Is there a free trial you can offer? Can you set up a product demo?]

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

[Your name] 

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 time 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 [contact name] 

I just wanted to check in again and see how things are coming along. Did you have any additional questions about our product/service? 

If they used a free trial or product demo: Did you have any questions about our product/service that I can help you with?

I’d love to set up a time to speak with you about next steps. Do you have any available time coming up for a call?

[Your name] 

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 [Contact Name]

I haven’t heard back from you since [state last interaction]. I understand if your priorities may have changed or you found resources elsewhere. 

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

[Your name]

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:

applying buyer personas in healthcare medical technology marketing - DOWNLOAD FREE E-BOOK HERE


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