One of the biggest complaints that patients register when reporting dissatisfaction with health care providers is that doctors do not pay enough attention to them or express interest in their overall wellbeing between checkups and appointments. But those patients who regularly receive professionally prepared and well written newsletters from their doctors and dentists appreciate the extra effort and communication that they represent – plus the personal attention and continual sharing of new information that high-quality newsletters offer.
A patient newsletter is a remarkably powerful marketing tool for both existing and returning patients as well as for new prospects and potential patients. Those dental practices who want to take full advantage of the newsletter tool often rely upon more than one, in fact, because that gives them flexibility to create customized newsletters for two different demographics – their current clients and patients and those who are not yet patients but may soon be if they are approached in an effective and convincing manner.
Existing patients who have undergone a significant dental procedure in the past, for example, may be especially interested to learn about any new dental innovations related to their treatment. Those who have expressed an interest in tooth whitening, for instance, may be excited to learn from their monthly newsletter that there are new and more effective whitening processes – and that your dental practice is proud to be one of the first dental offices in the area to offer these to its patients.
Or someone who recently made an appointment to have their old amalgams replaced may benefit from understanding all the various options available to them for more modern and healthy fillings or crowns. All of this information can be presented in a patient newsletter, which makes the patient feel more informed and more in control of their own dental health.
An added benefit for both the patient and the dentist is that the patient can read the newsletter and learn about a procedure or various alternatives and options between visits. Rather than having to spend time inside the dentist’s office learning about all of these things and making important choices, the patient arrives already up to speed in terms of the learning curve. This saves both the dentist and the patient valuable time, and it further enables the dentist to focus hands-on attention for patients who need it most, rather than spending many available hours in consultation sessions.
Ideally, newsletters should be crafted in such a way that they reinforce and reflect the logo, brand, philosophy, and other unique details of the specific dental practice. Professional newsletter marketing companies can create newsletter that look exactly like they were produced by the dentist’s own staff, and this kind of newsletter conveys a degree of warmth and personal attention to detail that is not available through generic-looking newsletters.
To make a patient newsletter even more effective and to enhance the return on the investment, choose a newsletter marketing firm that also provides insightful market research. Knowing your target demographic and understanding how and where to best reach them with newsletters is a key to success and helps to eliminate wasted time and money while optimizing success.
As CEO of Galaxy Marketing Solutions and an expert in dental practice marketing, Jyrki Ikonen works exclusively with dental clients helping them increase their patient flow through proven professional marketing campaigns.
