Do you send a monthly email newsletter to your patients?
Some upper cervical practices have gotten away from sending a monthly email newsletter to patients and I believe that this is a huge mistake.
Why Would You Send Upper Cervical Newsletters?
There are 5 main reasons why you should send a monthly email newsletter to your patients:
- Patient Education
- Patient Compliance
- Patient Loyalty
- Referral Generation
- Online Reviews
When a new patient begins care in your office it is important that you begin to educate them about what you do, why you do it, and who can be helped. This cannot be done in one visit, or a handful of visits, or even over several months, but this is a process that can take a significant amount of time as someone understands the ins and outs of your practice.
A newsletter is a useful tool for educating a patient when they choose to be educated. If they are sitting at home on a Sunday afternoon and decide to read your newsletter while they are eating lunch, then you have a captive audience to teach them about what you do. And better yet, they have given you permission to teach them. Many times in your office there are so many other things going on that they may not hear everything that you have to say and so repetition of education is an important part of a monthly email newsletter.
Another useful benefit of a monthly email newsletter is to encourage patients to comply with your recommendations. If you have recommended specific things they should or should not be doing to hear it again in a monthly email newsletter can help them comply with your recommendations.
It is important that you stay top of mind for your patients. If they haven’t seen you for a while it is common for them to forget about the good experience they had in your office. A monthly email newsletter can remind them of who you are and what you do. It may even remind them that they need to come in for care or a checkup.
Referrals are an essential part of any successful upper cervical practice. Seeing at least 50% (70 to 90% is better) of all your new patients from internal marketing-based referrals is ideal.
The longer you are in practice, the more of your new patients should come from internal sources. As long as your practice is growing, your new patients from internal marketing percentage, should continue to increase.
A monthly email newsletter is a way that you can create easy opportunities for them to share information about your practice. You can help patients become better referrers. You want to make sure that you have easy social media share options within your newsletter and easy forward options for your newsletter.
Then just make sure you ask.
“If you have a friend or family member who is struggling with this condition, please forward this email to them”
“If you think this information could be useful for your friends and family, please feel free to share it on Facebook.”
The last and maybe most important reason why you would want to send a monthly email newsletter is to ask for and make it easy for your patients to leave you a five-star online review. If someone opens your monthly email newsletter and you have a link within that newsletter that will take them directly to a page where they can leave you a positive review, that can have tremendous benefits for your search engine rankings and the overall reputation of your practice.
Remember, the majority of people who open your monthly email newsletter are fans of your practice. So who better to ask for an online review than those who want to be educated about what you do.
How Would You Send a Newsletter?
I have used a variety of different services to send out monthly email newsletters. These are some of my favorites:
Each of them have their pluses and minuses, I recommend you try out each of them to see which one will work best for you and your practice. All 4 of the ones that I recommend above have either a free basic version, or a free trial that you can try before you buy. So check them out and see which one works best for you.
How Do We Know If It Successful?
According to mail chimp the healthcare industry average open rate for email marketing is about 16.4% and the average click rate once they open the email is about 2.1%. So, anything above 17% would be considered above average open rates for a monthly email newsletter from your practice. I’ve seen practices have 25% open rates and I’ve seen practices have 55% open rates, it all depends on how engaged your patients are in your practice and your market, and other factors, including the strength of your headline.
Other metrics that you can track are:
- How many online reviews have we produced from the newsletters?
- How many new patient referrals have you received?
- How many social media shares your newsletter had?
- How many forwards your newsletter received?
But it is also difficult to trace the full effects of a monthly email newsletter, such as patient compliance, patient loyalty and how educated patients are.
The average upper cervical practice that I see has around 300 patient emails. If you get only a 25% open rate on your monthly email newsletter, that’s 75 people who are more educated, more loyal and more likely to refer then if you didn’t send a monthly email newsletter.
So if you are not utilizing a newsletter as part of your chiropractic marketing plan, start today.
Assign this project to a trusted staff member or hire us to produce newsletters for you.
The important thing is that you’re sending them and that you’re sending them consistently.