Email marketing has been around a long time. Especially when you compare it to other online marketing approaches. Yet, it still works. Although there are many ways to communicate today, email marketing is still a reliable way to engage with potential and current patients.
Today we are going to discuss 3 ways that you can effectively use email marketing in your upper cervical chiropractic practice.
First, the most basic way to utilize email marketing is with email newsletters. Back in 2013, when I started Upper Cervical Marketing one of the first services I provided was email newsletters. Today we still offer email newsletters as part of our marketing systems because they work.
Email newsletters do several things to engage current patients including:
A monthly email newsletter is an excellent way to improve your patient's learning. Communicate and reinforce concepts and principles that are being taught in the office. These could be things you've shared during healthcare classes or on regular visits. In addition, you can present a new idea in an email newsletter. This can spark a conversation on a patient’s next visit to your practice.
Consistently communicate the truth of upper cervical chiropractic to your patients. This will help them to understand and retain this information. Also, it makes them more compliant with your recommendations and more likely to be consistent with their care and results.
Another benefit of a monthly email newsletter is to increase patient loyalty. Patient retention is a key part of having a thriving upper cervical practice. A monthly email newsletter is another way to keep your practice top of mind. And it will help keep patients loyal to your mission.
It's important to have consistent opportunities to refer others in your practice. The monthly email newsletter that is educational helps to increase your referrals. The patient can forward the email to a family member or friend or share the information in the newsletter.
No matter how successful your practice is there will always be patients who become inactive for whatever reason. Maybe their schedule changed, they moved away for a while and now are back, or they felt better and decided to not continue with care. Regardless of the reason, a monthly email newsletter that keeps your practice at the top of their mind helps to reactivate inactive patients on an ongoing basis.
Yet another benefit of a monthly email newsletter is to keep your patient base informed about what’s going on in the office. Engage patients and connect them to the culture of the practice and office events. These types of patients are more likely to be better patients and better referrers. In order for this to work, your practice must have regular events that are good for your current patients and those they know. You should utilize the monthly email newsletter and other approaches to promote these events and keep your practice members engaged.
Along with a monthly email newsletter, another effective use of email marketing for your current patients is to do an educational autoresponder for new patients.
Education is crucial during the first few months of care in your practice. An educational autoresponder can help to supplement and reinforce what you're sharing in the office. So, you should strategically select key points of patient education that you would like to have all patients know.
An ideal way to do this is to have a series of 12 emails that are sent out one email per week for the first 12 weeks of care. These emails should be consistent with what you believe is most important for your new patients to learn during the initial stages of care.
This type of educational autoresponder will have a number of important benefits including:
Most importantly, these emails should have professional and effective copywriting. Also, the subject lines should be engaging and well-thought-out. You'll want new patients to open the emails, read them and take action on any call to actions within the emails. If you need help with creating an educational autoresponder for your patients feel free to reach out to us at 877-252-1230.
Another extremely effective email marketing strategy is to have autoresponder email sequences that will engage with potential new patients. By the way, don't forget about the 2 internally focused email marketing strategies I discussed above.
When a potential new patient engages through a paid ad, blog post, video, through your website, social media post or another means with a lead magnet such as an e-book it’s important that you have a strategy in place. You will want to send follow-up emails to that individual. This will help to educate them about their condition, upper cervical care as the unique approach, and your specialized practice.
For example, you can have a funnel autoresponder for a variety of conditions. It is a terrific way to have new patients trickle in consistently throughout the year.
By the way, this chiropractic marketing strategy only works effectively as part of a comprehensive online marketing program. So, it’s important to work with the company that understands how to build an upper cervical specific digital marketing platform.
Overall, email marketing continues to be an effective strategy. It is also one of the least expensive digital marketing strategies available. I would highly recommend implementing some or all of these strategies for your upper cervical practice.
It’s time to take upper cervical to the world!