Marketing & Campaigns
Praxi's marketing tools help you communicate with your client base and grow your practice through targeted email campaigns, audience segmentation, and engagement tracking -- all while maintaining strict compliance with the Privacy Act 1988 and the Spam Act 2003.
Overview
The marketing module extends beyond basic email campaigns to include audience management, content templates, automated sequences, and a birthday campaign system. It is designed specifically for healthcare practices, with built-in safeguards to prevent sharing of protected health information in marketing communications.
| Capability | Description |
|---|---|
| Email campaigns | Design, schedule, and send branded email campaigns |
| Audience segments | Build dynamic segments based on client attributes, engagement, and history |
| Email composition | HTML and plain-text email editor with merge fields |
| Automated sequences | Trigger email sequences based on client events |
| Birthday campaigns | Automatically send birthday greetings to clients |
| Analytics | Track open rates, click rates, and conversions |
Getting Started
Creating a Campaign
- Navigate to Workflows > Campaigns
- Click Create Campaign
- Choose a campaign type:
- One-off email -- a single broadcast to a selected audience
- Automated sequence -- a series of emails triggered by an event
- Enter the campaign name and select your audience segment
- Compose your email using the editor (HTML and plain-text versions)
- Preview, test, and schedule
Building Your First Audience Segment
- Go to Workflows > Campaigns, then select the Audience Segments tab
- Click New Segment
- Add filter criteria (see Audience Segments below)
- Name the segment and save
- The segment updates dynamically as clients match or unmatch the criteria
- Preview the segment members and count before using it
Key Features
Audience Segments
Build targeted segments using combinations of client attributes.
| Segment Type | What It Filters |
|---|---|
| All clients | Every client with a valid email and marketing consent |
| Active clients | Clients with an active status |
| Inactive clients | Clients with inactive or discharged status |
| By practitioner | Clients assigned to a specific practitioner |
| By service | Clients who have attended a specific service type |
| By referrer | Clients referred by a specific referrer |
| By location | Clients in a specific suburb |
| Custom | Any combination of client record fields |
Segments are dynamic -- they automatically update when client data changes. You can preview segment members and calculate the current member count at any time.
communications. Praxi respects the unsubscribe preference and excludes opted-out clients automatically. :::
Email Composition
When creating campaign emails, you can:
- Write both HTML and plain-text versions of your email
- Set a custom "from" name and "from" email address
- Optionally set a reply-to address
- Personalise emails with merge fields:
{{firstName}},{{lastName}}, and{{nextAppointment}}
PHI Safeguards
Marketing emails must never contain protected health information. Praxi enforces this by:
- Blocking clinical data fields (diagnosis, notes, medications) from merge fields
- Scanning draft content for terms that may indicate PHI
- Requiring review by a practice owner or manager before sending campaigns that reference health services
in marketing emails. Even referencing a specific service a client has used may constitute a privacy breach. :::
Automated Sequences
Set up event-triggered email sequences that run automatically:
| Trigger Event | Example Sequence |
|---|---|
| New client created | Welcome email, then practice info, then appointment reminder |
| Client intake complete | Onboarding follow-up, then feedback request |
| Client inactive | Re-engagement prompt, then follow-up if no response |
| Client birthday | Automated birthday greeting |
| Appointment completed | Thank you email, then feedback request |
| Missed appointment (no-show) | Rebooking prompt, then follow-up if no response |
| Invoice overdue | Payment reminder sequence |
Each automated campaign can be toggled on or off, and you can view the execution history to see which clients received messages and when.
Birthday Campaigns
Praxi includes a built-in birthday campaign that automatically checks for upcoming client birthdays and sends a greeting message. This runs as a scheduled job and requires no manual intervention once configured.
Campaign Analytics
After sending a campaign, track its performance:
| Metric | Description |
|---|---|
| Delivered | Emails successfully delivered |
| Opened | Recipients who opened the email |
| Clicked | Recipients who clicked at least one link |
| Bounced | Emails that could not be delivered |
View analytics at Workflows > Campaigns > Campaign Analytics. The analytics dashboard includes delivery rate, open rate, click rate, bounce rate, and a recent-activity feed.
Spam Act 2003 Compliance
All marketing emails sent through Praxi comply with the Spam Act 2003:
- Emails include your practice's name and contact details
- Every email contains a functioning unsubscribe link
- Unsubscribe requests are processed within five business days (Praxi processes them instantly)
- Only clients who have consented to marketing receive campaigns
Permissions
| Action | Required Permission |
|---|---|
| View campaigns and analytics | Practice owner, practice manager |
| Create and edit campaigns | Practice owner, practice manager |
| Send campaigns | Practice owner, practice manager |
| Manage audience segments | Practice owner, practice manager |