Your ability to make great and compelling offers is one of the most effective strategies you have for bringing in patients that have expressed interest in your practice or your services. It’s a way for you to provide valuable information and then maintain communication with people who might otherwise forget about you in their busy lives. Our Top Practices books campaigns use a slow-drip process to follow potential patients through their initial interest to the point when they decide to make an appointment.
Books and Campaign Marketing
Patients and potential patients are rarely ready to make an appointment to handle their painful problems at the moment they first start looking for answers. They don’t want to have to commit at that time. However, in a few months, as their discomfort grows and they can’t put off getting help anymore, they will be ready. Well-organized book campaigns enable you to be there through the decision-making process and be the doctor they think of when they are finally ready to take that step.
A book offer is a free booklet that you provide to anyone who gives you their mailing and e-mail addresses. It’s packed full of valuable information about a general or specific health topic. People trust physical books far more than they trust advertisements or even just articles on your website, because they know books take time and effort to create. They are also easier to share and read multiple times.
The campaign is what follows when someone requests a book. Even though a book is a valuable tool on its own, people still forget about you during the many weeks or months of the decision-making process. The campaign reaches out to people with additional information, showing that you care and reminding them that you can help if they are ready to take the next step. Over time, a campaign dramatically increases the likelihood that a patient will respond and make an appointment.
How It All Works
Book campaigns start when you customize your book for your unique practice, then make it available to the public as a free offer. You put the book on your website, where it’s connected to your database; you have it available in your office in exchange for people’s information; you bring it with you to health fairs with a sign-up sheet; and so on. Once you have a prospect’s address and e-mail, your staff sends them a free copy of your book with a thank you letter.
From this point, the rest of the slow-drip campaign begins. Over the next several months, your database automatically sends out interesting, useful e-mails and schedules other types of snail-mail components (postcards, CDs, and letters) every couple of weeks. This regular contact encourages prospects to read your book and contact you if they have any questions or would like to take the next step in addressing their problem. Our customizable campaigns go through 18 steps to follow a potential patient through the decision-making timeline and remind them that you, doctor, could be the answer to their concerns.
Our Book Campaigns
We have many different books and their accompanying campaigns available for medical professionals. All of these are completely customizable for your unique practice and specialties.
- General plastic surgery book
Getting Started Today
It’s easy to set up a Top Practices book campaign and connect it so it works through your database—we do it for you. Once you order your book, we’ll help you customize it to fit your needs and get all the campaign pieces ready. From there, you get to decide if you want your staff to handle managing the campaign and sending out the physical materials, or if you’d like our team to do so. Our database and e-mail marketing team can help you with set-up and integrating the program into your database program so it runs automatically, too.
Book campaigns are a truly valuable “secret weapon” that slowly increases its value over time. Many of our doctors are already seeing them pay off in new patients. If you’re looking for a new way to take your external marketing to the next level, a Top Practices book campaign may be just what you need. To get started, or to request more information, e-mail us at Answers@TopPractices.com or call us at (717) 725-2679.