Over time, we've talked about the different ways D.C.s can connect with their patients. We focused on engaging people on your website, building your brand and using social media to communicate with your patients. But there is a tried and true marketing tool – the newsletter - to stay in touch with patients.
by Braxton Pulley, D.C. in Digital Marketing on Sunday, November 27, 2016
The newsletter has a lot of pros – and a few cons -- as an effective channel for patient outreach. Most importantly, it is a planned, frequent point of contact. For some, the information will be useful. For others it will be the reminder that they need to call and make that appointment. Either way, how you execute is important.
In many ways, the exercise you went through on building a website is applicable here. Beyond determining how this fits in with your broader marketing strategies here a few things to keep in mind:
- Content. A mix of content that covers what is happening in your office, general health information and the benefits of chiropractic care will target several different audiences. None of the content has to be very long, but it should be interesting.
For example, you can provide three or four bullets on how adjustments can safely help with the aches and pains of pregnancy, a tip about the advantages of eating an apple a day and an update on your office referral program would make a great newsletter. Some D.C.s will welcome new patients and thank other patients for referrals.
- Frequency. It’s tough to keep up with a newsletter with a busy practice. This is why many D.C.s usually only send out a newsletter monthly or quarterly.
- Distribution. There are many tools available to manage both your publication and your mailing list. Constant Contact and Mailchimp are just two of the email solutions available to small businesses.
The advantages of programs like these are they keep track of statistics such as who has opened your email, clicked on any links, forwarded or unsubscribed. They make it easy to take the emails in your patient system and upload them for distribution. They also have a wide variety of templates, as well as the option to create your own so you can complement your branding efforts.
Of course, you can also send out a paper newsletter, but those do have additional costs that include mailing and printing. If you chose, you can always print out a few copies and have them available in your office.
Like most of marketing, newsletters do require a commitment. Some D.C.s are willing to sit down and find the appropriate content. Others hire it out either through a freelance marketing consultant or online content provider. Ultimately, though, a newsletter is a great way to keep in touch with your patients and provide them with ongoing information that helps them lead a healthy lifestyle.