There is one marketing tool that is more valuable than any other, aside from a website. It is, in many ways, the culmination of all your marketing efforts. This tool is, of course, your monthly patient newsletter. You might find this surprising since other platforms, like social media, are so popular and newsletters seem to be an “old” idea. A monthly patient newsletter (both online and in print), however, allows you to stay in touch with the people on your list: the people who know you, like you, trust you, and will come in to see you again and refer to you if they can remember your name.
The number one goal in marketing is to build your list. That list of people who know you, like you and trust you. . You want to regularly communicate with these people, because they are the ones who will return to see you and will refer others to your practice. If you don’t nurture your relationship with them you will quickly fade from their minds. It’s not fair, but in this busy world it is just the way it is.
The Number One Mistake in Marketing is not Communicating
The single biggest mistake practices make in their marketing is not nurturing and communicating with this list. People often can’t remember the name of the doctor they saw before you. They’ll forget your name within months of their appointment if they aren’t reminded. You have to “check in” a minimum of once a month. A print newsletter is the best way to do this because, as long as you keep it interesting, people will actually read it. It gets left on the kitchen counter or moved around the home and then picked up and read again and again when people have a moment. You end up marketing by simply staying in touch and teaching people about their feet and ankles.
So while your website is at the center of all of your marketing strategies, your newsletter is the second best marketing tool you can invest in. Think of it this way. Your website is command central. It’s where people find you and your information, and helps them “take action” when they are ready. Your newsletter is a soldier that you send out every month. It’s on the ground, doing the legwork of educating people and reminding them that you are there when they need you.
So don’t neglect this tool! If your newsletter just isn’t that great, or you don’t have one at all, Top Practices has taken steps to make this even easier for you. We produce a special podiatry newsletter that we customize specifically for you and your practice. E-mail us at [email protected] or call (717) 725-2679 for more information about this service, or to learn more about how Top Practices can help you thrive.