Top email templates for B2B healthcare (+ campaign walkthrough)

We’ve run cold email campaigns for almost 100 B2B healthcare companies across different subindustries and have cracked the code of creating email sequences that resonate with multiple personas from the buying committee, from physicians and hospital administrators to IT directors and procurement teams.

This guide will outline the elements of an effective outreach campaign, present some of our favorite healthcare emails that achieved strong lead-to-appointment conversion rates (ranging from 4.2% to 13.8%), and analyze the reasons behind their success.

What makes B2B healthcare cold outreach perform

A short and specific subject line

The best way to appeal to and grab the attention of different decision-makers is to mention their name and company in the subject line, and that’s pretty much it. Since there’s little room to get creative with character limits, keeping it simple works!

And don’t forget about A/B testing to figure out what your healthcare prospects really like, as it can help boost your open rates over time. Here are some of the best examples that can give your open rates a nice little bump:

• {Company} x {ClientName}
• {Client} follow-up
• Any slots on Monday, {FirstName}?
• {FirstName}, are you still with {Company}?
• {ClientName} + {Company} = Synergy
• {First Name}, please advise

An ICP-tailored hook

When sending emails to senior role prospects like digital innovation leads or sales directors, cut to the chase. They get many emails daily, so they won’t have time for a lengthy intro. Skip the company intro in the first lines and focus on them. Be specific about your offer, approaches, and prices.

• Referral hook. Warm up the introduction by referencing someone your prospects trust. Depending on the case, this can be their colleagues, partners, or simply case studies with trusted companies within the same sector. It’s best to establish immediate relevance to the prospect’s department role and build credibility.
  
  Examples: “We’ve helped organizations like {{Company 2}} enhance patient engagement by implementing seamless telehealth solutions — designed to integrate easily into your current systems and improve access to care for remote patients.”  or “Based on my research, it seems you may be involved in patient data management at {{Company}}. Am I correct, or is {{Referral_Name}} the primary contact for this area?”
  
  
• Pain point-driven messaging. Start the email with a specific, identifiable problem that your product or solution directly solves. This grabs the prospect’s attention quickly and opens the door to a conversation about how your offering resolves their issues.
  
  Example: “Is your hospital struggling with patient intake delays?” or “I’ve seen that high patient wait times affect your hospital’s satisfaction scores.”
  
  
• Face-to-face (F2F) meeting invitations. Inviting a prospect for an in-person meeting significantly improves trust and rapport. This works for reaching decision-makers when your product or solution requires large investments and when you’re close to the prospect and want to offer a personal, localized touch.
  
  Example: “Since we both operate in {{City}}, I thought, ‘Why not invite {{FirstName}} for a face-to-face chat about {{Company}}’s strategy for enhancing your hospital tech stack?”
  
  
• Educational content. Webinars, whitepapers, and reports help introduce your brand, product, or solution to prospects who may not yet be familiar with your company or the problem you’re solving. Use them to attract leads in the early stages of the sales funnel.
  
  Example: “I see you’re working on streamlining patient appointment scheduling at your clinic. We’ve recently released a comprehensive webinar on the latest trends in patient appointment scheduling that could offer valuable insights on improving efficiency and reducing no-shows.”

A problem-solving value proposition 

Ensure that your email gives enough reasons why clients should prioritize you over other suppliers, and prove each point with specific data and numbers. Healthcare buyers prioritize specific factors that differ from those in other industries: 

• Patient outcomes and efficiency gains: Leads respond to messaging that clearly explains how a product/service improves patient care and operational efficiency. (e.g., “95% on-time delivery for medical supplies”).
• Regulatory compliance and security: Buyers need assurance that a given solution meets HIPAA, GDPR, and FDA standards. This must be explicitly stated when applicable. (e.g., “A HIPAA-compliant, streamlined data management platform for patient records”)
• Cost savings and ROI: Budget-conscious decision-makers require clear data on cost reductions, time savings, and improved workflows. (e.g. “Our solution helps healthcare providers cut operational costs by 15%, reduce administrative overhead, and improve patient flow efficiency, delivering a clear ROI within the first six months.”)
• Clinical validation and proof of success: Case studies, peer-reviewed research, or endorsements from recognized healthcare institutions significantly boost credibility (e.g., “Our platform is currently used by top-tier healthcare institutions like Cleveland Clinic.”)

A simple open-ended question in the CTA

 Keep the CTA at the end straightforward. Based on our experience, the best approach is to use yes/no questions. Usually, C-level healthcare prospects don’t have enough time for open-ended questions. Also, consider asking for their phone numbers to follow up with a call.

For instance:

• “How about a 10-minute phone chat to explore how you can benefit from our technology?”
• “If you’d prefer a brief phone call, I’m totally available. Just let me know your number and your availability. “

We don’t recommend adding your phone number to your email signature, at least not immediately. It could trigger spam filters and send your emails straight to the junk folder.

A tone of voice adapted to the prospect’s position

To effectively communicate with healthcare clients, it’s essential to adjust your tone of voice to match their roles and priorities. Understanding the unique needs of each healthcare professional will allow you to tailor your messaging appropriately.

For example, when speaking to clinicians or medical staff, it’s important to focus on patient outcomes, clinical efficiency, and how your solution directly benefits patient care. These professionals are interested in practical solutions that improve patient experience and streamline workflows.

Meanwhile, healthcare executives and administrators are more focused on the strategic and financial aspects of healthcare operations. For this audience, emphasize ROI, cost savings, and how your solution contributes to their overall organizational goals, such as improving healthcare delivery or meeting regulatory requirements. Avoid heavy technical jargon and concentrate on the broader impact of your offering.

Outreach campaign example with email templates

We crafted this campaign for our client, a leading global medical technology company dedicated to providing integrated solutions, services, and data analytics to make hospitals more efficient, clinicians more effective, therapies more precise, and patients healthier and happier. The client’s goal was to schedule 30 in-person meetings at the RSNA conference, and we far exceeded that goal. After getting all the necessary data and studying the client’s ICP, value proposition, and offering, we created compelling email templates tailored to each specific conference and the key accounts at it.

Overall, outreach campaigns for this client brought 135 in-person appointments for our customer in 7 months.

A typical outreach campaign we launch at Belkins consists of 4 emails.

Email #1 goal: Evoke interest and invite the recipient to meet with the company in person, offering a brief overview of their latest innovations in AI and machine learning.

Email #2 goal: Follow up with the recipient regarding their booking to visit the company’s booth at the conference. The email provides the details of the meeting location (Booth 305) and adds the new tangible value the product can offer, specifically regarding image interpretation algorithms and AI-enabled tools.

Email #3 goal: Demonstrate a proactive approach to booking a meeting, introducing extra benefits, and adding a special offer.

Email #4 goal: Reach out one more time before the conference if the prospect hasn’t seen the message, and mention the referral.

Top-performing email templates for other healthcare subindustries

Email template for a hospital transport company

Target audience: C-level executives (such as CEOs, COOs, or other senior leaders) in healthcare organizations, particularly those responsible for patient experience, operations, or logistics.

What makes this email perform well: This email clearly addresses a pain point — patient no-shows — and offers a concrete solution, which directly impacts patient attendance and improves operational efficiency. Including a specific statistic (the 55% reduction in cancellations) strengthens the email’s value proposition and highlights measurable benefits. The reference to respected healthcare organizations adds credibility and demonstrates successful outcomes.

Email template for a specialty medications enrollment platform

Target audience: Operations-focused professionals within the healthcare and pharmaceutical industries, such as pharmaceutical operations managers, healthcare administrators, and clinical operations directors.

What makes this email perform: This email effectively personalizes its message by addressing a common pain point — easing access to patients’ prescription status — aligning with the recipient’s needs in healthcare operations. It highlights the tangible benefits of speeding up therapy and improving data accuracy, strengthening the value proposition. Citing reputable pharmaceutical manufacturers adds credibility, while a localized call to action for a live demo provides an easy next step to engage, increasing the chances of a positive response.

 Email template for physical therapy practice automation

Target audience: Doctors who are the owners or primary decision-makers at physical therapy (PT) practices.

What makes this email perform: It is effective due to its personalization, relevance, and clear value. Addressing the doctor by name and noting local ties feels tailored and approachable. The compelling value proposition emphasizes how the company enhances efficiency, reduces manual work, and saves costs — key concerns for practice owners. Specific features like the patient portal align with the doctor’s needs, while the non-committal tone encourages engagement. A clear call to action for a brief meeting makes it easy for the doctor to respond.

Email template for a probiotherapy product

Target audience: Decision-makers at skincare or personal care companies who are familiar with previous conversations or interactions, making them open to further discussions about potential partnerships.

What makes this email perform: The email leverages the upcoming summer season to reconnect and reference past interactions for continuity. It highlights the value of the partnership in the growing probiotics-based skincare market, emphasizing unique selling points like microbiome-conscious solutions and live lactobacilli for a strategic advantage. The friendly tone and invitation for a quick chat add an action-oriented touch.

Are you struggling to create outreach campaigns that truly convert prospects into leads? At Belkins, we have an outstanding in-house team of skilled copywriters and content strategists who develop email outreach campaigns that perfectly align with your company’s goals and sales funnel stages. Our personalized approach ensures that every email captivates and delivers genuine value, effectively nurturing your prospects through the pipeline. Sign up for a call to discuss how we can partner with you to drive consistent success and generate up to 200 opportunities yearly with a strategy tailored to your company.