Newsletters keep you connected to your patients

By Len Schwartz, DC

Patients who understand what you do and why you do it and “love” you, too, give you a recipe for referral success. And referrals are a primary way to grow your practice.

One of the best ways to nurture a closeness with your patients is by providing a monthly newsletter that aims to keep your name and face in front of them and provide them with life-improving information on a regular basis. The newsletter can be as sophisticated or as simple as you are comfortable developing. Just make sure it is laid out in a way to make it easy to read.

Here are some things to consider if you decide to publish:

1 Content. What will you say in your newsletter? I recommend you always include information on three different topics: news and information about yourself; chiropractic health and wellness news; and marketing information.

• News and information about yourself. Share news about taking a seminar, having a baby, hiring a new staff member and adding a new piece of equipment. Let your patients know about your continuing education events. Talking about yourself is okay! It’s an opportunity to connect with your patients — to let them know something about you.

• Chiropractic health and wellness news. Always provide your patients with information they can use to get healthy and stay healthy. Include information on chiropractic research that supports information about a particular exercise, vitamin or supplement or other aspect of their wellness.

Americans are hungry for information on how to live healthy. We are the leaders of the wellness and holistic movement and you are in a perfect position to be the provider of this information.

• Marketing information. Announce your marketing events for the month. If you host a special health talk or a special event at your office, use your newsletter to let your patients know about it and invite them to bring a friend.

2 Format (print). Slick, fancy, four-color newsletters look good — no doubt about it. But color and sophisticated layout are not guarantees that your newsletter will get a greater readership than one that is done simply but elegantly.

The most popular word-processing programs (such as Microsoft Word) come with a variety of templates, including a template for a newsletter. If you don’t want to invest in additional software, use your word-processing program to get started in the “news” business.

Word-processing programs have their limits, however. You may want to consider purchasing a desktop publishing program such as Microsoft Publisher or PrintShop. These are relatively simple to use, not expensive and offer more creative options. (You can use them to design cards, business cards, banners and flyers, too!)

3 Format (e-mail). If you are going to deliver your newsletter via e-mail, consider HTML format. This allows you to use graphics, pictures and color. And you are able to create a much more inviting publication. (I admit, though, that I receive some “plain vanilla” e-mail newsletters and I read them from start to finish! What matters most is content!)

Many of the desktop publishing programs allow you to create HTMLe-mail without having to master HTML code. Don’t want to go to that bother? You can always contract the project. Or, use an online e-mail service, such as www.constantcontact.com or Microsoft’s www.bcentral.com. These services provide easy-to-use HTML templates and send out your e-mails for a monthly fee.

4 Distribution. Send your newsletter by mail and/or by
e-mail. And have it available in your reception and exam rooms.

Who should get it? Current and inactive patients, for sure. And prospective patients. When you give health presentations, collect mail and e-mail addresses. (Make sure you include a question: “Would you like to receive our newsletter and other periodic mailings?” to get opt-in permission to e-mail. This is important, for HIPAA compliance as well as to avoid being accused of sending out SPAM.)

You may also want to consider sending your newsletter to the local media, especially if you are in a smaller community.

Build a database full of active, inactive and prospective patients and send out your newsletter. You will become known as your community’s wellness expert. You will find yourself with many referrals and a close-knit family of patients.

Dr. Len Schwartz is the president of ChiroPower LLC, which features products and services focused on research and referral-based marketing. For more information, go to www.chiropowerinc.com or call 866-969-3508.