This is where the rubber hits the road in terms of dental practice marketing. You’ve got an entire room full of patient files, totaling several thousand, or tens of thousands of patients and yet you can’t seem to figure out why they’re not contacting you regularly for follow up visits, cleanings, and the like. What’s a practice office manager or marketing person to do?
Many practitioners are failing to leverage one of the most powerful tools in the dental practice marketing toolbox, an email newsletter.
How does email marketing keep me connected to my patients?
Dental offices have been so busy with patients over the last decade that they’ve often overlooked this powerful dental practice marketing tool and while the web was growing up around them. Email marketing lets your best patients know you’re thinking about them, avoiding the #1 reason customers and patients leave which is the feeling that the practice doesn’t care about them.
Email is easy. Web-based programs or professional online marketing agencies help you easily build a great strategy. You can also reach specific targets within your list via segmentation. Sending email to various parts of your list based on things like seasonal events, patient birthdays, location, payer type, and a myriad of other segments that you can identify within your list will increase conversions and improve your bottom line.
The truth is that email is alive and well. Most people check their email on their mobile device multiple times a day. This kind of relationship is vital to having your message viewed and acknowledged.
The other benefit which is the most important is that your article(s), will always link back to your website which allows you to control the experience and generate the interaction with the patients. As you publish content, you should be sharing it via social, then use the last pieces of content since your last newsletter to create the newsletter sending the reader back to engage with the site and either convert via a contact form with an appointment request/information request, or, like, share, or promote your content via social media buttons.
What should I write about? Dental practice marketing is boring and I don’t have interesting content…
Content is king and what I’ve seen be successful in the past with this segment is that simple as it sounds just look around, everything from tools, to methodologies, to people and events. That seems oversimplified once again, however, I do recommend an editorial calendar where you can place topics in an easy to get to place, and then write about them as time permits. Other topics could include:
- Care for implants
- How to articles
- Clinical expertise
- Employee awards and recognitions
- Your community interests and support
Just these five categories could provide the basis for a year’s worth of articles.
If you manage to do a monthly e-newsletter to only your own past/current patients I guarantee that you will notice more of them coming back and more regularly and the best part about this is that it’s much less costly to re-engage with a patient than it is to go out and find a new one. You can Increase your ROI and improving your overall bottom line and dental practice marketing mix at the same time.
Contact us on the right to request more information about how Local Matters Digital can put an email newsletter to work within your dental practice marketing mix.