Publish an e-newsletter to market your practice

Electronic newsletters provide a consistent promotional opportunity, as you can keep patients up to date with information such as holiday office hours or the addition of staff members, therapies or products. Patients will no longer have to wait months or a year to learn about changes to your practice, saving you and your staff the headache of repeatedly answering the same questions.

Improved communications will likely increase patient loyalty and generate referrals. In addition, if you sell nutritional or therapeutic products, the e-mails present an excellent platform for advertising.

Although every issue of an electronic newsletter should offer the reader something of value, its content doesn’t have to be heavily researched or edge-of-your-seat entertainment. In fact, your patients will likely appreciate writing that is conversational in tone. They’re looking for a quick read to help them make the best decisions for their health. Examples of topics you can incorporate into your newsletter include the following:

  • Analysis of a recent news report explaining the benefits of exercise or a specific nutritional supplement
  • Information on a new technology or therapy now offered by your practice
  • Announcements and details of upcoming events, including open houses and health screenings
  • Evaluations of health trends or insight into therapies for troubling medical conditions
  • News about people in your office who are expecting children, working on academic degrees or participating in charitable projects
  • Whether you’re considering an e-newsletter or already have one, follow the best practices below to get the most out of your investment.

E-newsletter best practices

  • Keep subject lines short and make them catchy. For example, instead of “May Newsletter,” pick an interesting fact from the main article, such as “Five exercises that increase longevity.”
  • Offer your patients news they can use as opposed to simply providing self-serving promotions. There’s room to tout your practice along the side or bottom of your newsletter, but make sure the main content is newsworthy.
  • Provide links to your Web site, blog and online shopping cart, and be sure to make a newsletter sign-up form available. Also, use photos, graphics and attractive colors whenever possible.
  • Make sure you obtain consent before adding recipients to your contact list. A sign-up form can be made available in your office, or staff members can subscribe patients, with permission, as they check in or out. Of equal importance, always provide readers with an easy way to unsubscribe.
  • Print out your latest newsletters and make copies available where patients wait.
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*The information contained on this site is not intended or implied to be a substitute for professional medical advice provided by a physician or other health care professional. Readers are asked to consult other sources as well as to obtain direct consultation with a physician when making decisions about their health care. The statements on this site have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, mitigate, cure or prevent any disease.