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Instructions and Explanation:
The strategy is simple:
You must "keep in touch." If you look around any organization such as clubs
and the church, You will notice they are sending some sort of publication to
keep in touch with their constituency. This usually is in the form of a
Newsletter! If a newsletter is important to these organizations, it should be
valuable to you in your patient flow building program. This report teaches a
proven strategy to increase reactivations and referrals by 30%, and provides an
actual successful example of a four-page practice newsletter.
What they discovered
The DMA (Direct Marketing Association) conducted a detailed study. They
found that each month you are out of touch with your customers, you "lose"
about 10% of them.
If you have a base of 500 patients, by not maintaining frequent contact you lose
50 of them per month.
My own experience has shown this 10% loss monthly, to be an accurate figure.
When I tell doctors they lose 10% of their base each month they fail to stay in
contact, they are skeptical. Then when we analyze their practice statistics, they
see that approximately this same number has "dropped off the face of the earth"
never to be seen in the practice again.
How frequently should we be in contact?
The DMA study studied statistical research compiled by the largest catalog
companies. They found that to optimize the client relationship, we must contact
the entire customer base...
Every 3 weeks!
I find 21 days an unmanageable number, and instead like to contact the base of
patients about every 4 weeks.
This means unless you wish to lose 10% of your base a month, they should get
12 newsletters a year.
The cost of losing that patient to another practice is far greater than the small
cost to mail a cheap newsletter twelve times a year.
Benefits of Practice Newsletter Marketing
It costs about $2 per patient to mail a practice newsletter. For that reason, I
suggest you mail your most active patients first. Then if you have the budget,
mail the patients you haven't seen in 12-36 months.
The benefit of mailing a monthly newsletter to active and recent in-actives is:
- It keeps active more interested and engaged
- It stimulates reactivations, which are valuable
- It reminds people about your practice
And there are other benefits such as...
- It gets people talking about you
- A newsletter has "pass around value"
- It generates new referrals
- Top of consciousness, on a frequent basis
How to be successful with newsletter marketing
Let's consider some factors that make for a good practice newsletter:
1. Carry articles that educate the patient
2. List the names of new patients and welcome them (people love to be
recognized)
3. List and thank the people who have referred
4. Giveaways and contests, to involve
5. Carry your own picture
6. Carry a story about a "patient of the month"
7. Carry articles that subtly remind about other practice benefits
Example
Following you will find a superb example of a successful practice newsletter.
This one is for a dental office. It was written by me and a subscription to this alldone-
for-you newsletter service is available in our website Store, if you chose
not to write your own.
Use this one as a template for creating your own newsletter every month.
Study it and notice the numerous involvement elements, patient education
components, and subtle reminders about other practice benefits that we layer
through this newsletter.
The results
Clients who add newsletter marketing to their promotional program, tell me it is the
glue that holds the rest of their promotional efforts in place. Their newsletter becomes
their primary relationship building tool. Therefore, the results are hard to measure. But
in general, if you're mailing a practice newsletter monthly and keep it up, you will
increase referrals and reactivations by 30% per year or more.
We must also factor in the value of not losing patient base each month, since that
limits the base from which we can draw referrals from.
The practice newsletter is hard to beat.
The economics are such that...
One extra referral a year, will repay the cost of your newsletter marketing efforts.
With those odds, newsletter marketing is a winner in my book.
 
 
 
 
Here is an example to use and stay tuned for several more you can use in your Marketing!...
 
Do an Ask the Dentist Column..
 
EXAMPLE:
 

ASK THE DENTIST
The ABCs of Dental Health
Did you ever wonder about these questions below?

The longer I practice dentistry the
more convinced I become that a lot of
very smart folks walk around with a
lot of misconceptions where dental
health is concerned. So, here's
another round of my all-time favorite
questions.
QUESTION 1: How can running a
little string between teeth really help?
ANSWER: Flossing, as it's called,
removes the crafty little bacteria that
like to hide between teeth in places
even the best toothbrush misses. So,
yes, flossing really does help.
 
Stay tuned for next week
QUESTION 2: How long is long
enough when it comes to brushing?
 
the week after that....
QUESTION 3: Is there any such thing
as brushing too hard?
 
 
 
 
 
 
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Always e-mail us with any questions.
 
have a healthy day,
 
Staff at Dentistjobfinder.com

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