8 Ways a Professional Referral Newsletter Can Grow Your Dental Practice

March 8, 2017    By Steven Klinghoffer ()

8 Ways a Professional Referral Newsletter Can Grow Your Dental Practice

All successful dentists understand the value of attracting and retaining professional referral sources. Because of this, more dentists are sending newsletters to other dentists and physicians than ever before. These dentists know that newsletters are a proven way to grow their dental practices.

If you’re not yet using a newsletter to reach referring dentists and physicians, how are you staying in touch with this influential audience on a regular basis?

Here are 8 ways a referral newsletter can help you grow your dental practice:

1. Dental newsletters make referring dentists and physicians feel valued.
Communication with your professional colleagues is critical. Referral newsletters show influential dentists and physicians that you’re thinking of them and that they matter to you. Newsletters demonstrate your interest in keeping your colleagues informed, as well as your concern for their patients. Whether you’re a pediatric dentist, periodontist, endodontist or another dental specialist, referral newsletters will demonstrate to these professionals that you care about the treatments and concerns that matter to them and benefit their patients.

2. Newsletters deliver valuable content.
Newsletters are not marketing fluff. They deliver timely, pertinent articles targeted to referring dentists and physicians. We realize that many dental professionals are skeptical when it comes to marketing. But newsletters are different. Unlike traditional advertising, newsletters aren’t seen as self-serving. Instead, they are high-quality content marketing that provides valuable information.

3. Newsletters reinforce your credibility as an authority.
You might say that your reputation is your greatest asset. But what makes a reputation? It’s not only about the quality of care you provide to your patients. It’s in how well influential audiences regard your practice. If others of influence don’t know about you, you simply will not have a great reputation, except among precious few.

If others of influence don’t know about you, you simply will not have a great reputation, except among precious few.

And while those few are important, that’s no way to grow a dental practice.

Dentists who are successful at marketing their practices understand that it’s not enough to be an outstanding dentist. They realize that they need to consistently share the message of their excellence. Newsletters are a powerful and ongoing way to remind referring dentists and physicians on a quarterly basis that you’re the trusted resource. Regardless of whether they read every article in every issue or skim for highlights, you’ll create a powerful and lasting impression simply by sending a high-quality, content-filled newsletter.

4. Newsletters build outstanding referral relationships.
Referral relationships are the lifeblood of successful dentists’ practices. It’s essential that your practice invests in maintaining your existing referral relationships and building new ones.

Sometimes practices make the mistake of taking referral relationships for granted and assuming they will continue to benefit from their top referral partners. These dentists seriously risk losing their top-tier referral status to a hungrier or savvier practice. Successful dentists know that they must hustle to maintain their referral relationships.

They also know that it’s not enough to work hard to maintain relationships, but they must also work to gain new ones. We’ve seen many dentists spend time and effort to build their relationships with their existing referring health care providers, while dedicating too little energy to building new professional relationships.

Newsletters are an essential source to enable you to keep a steady influx of patients to your practice. By sending your newsletter to all the dentists and physicians in your region, you stay in front of a substantial number of referring professionals on an ongoing basis. This is important to grow and sustain a thriving practice today. Newsletters maintain communication with the dentists and physicians who already send you referrals. But just as importantly, they put you in contact with future sources of patient referrals.

Newsletters are an ideal way to keep in touch with the dentists and physicians who already send you referrals. But just as importantly, they put you in contact with future sources of patient referrals.

5. Newsletters market subtly.
As previously mentioned, dentists tend to be skeptical of marketing messages and what could be deemed sales pitches. But newsletters stand out because they are educational and content focused. Dental referral newsletters keep your practice in front of referring physicians and dentists in a professional and low-key manner. They provide a subtle way to educate your colleagues about the latest developments and changes in your specialty, without “selling” to them.

Referring providers will grow to look forward to receiving your newsletter for its trustworthy and useful information.

6. Newsletters gain measurable results.
The impact of print newsletters can be measured with some creativity and discipline. Look at the total number of referrals, as well as referrals from “new” professionals—those from whom you’ve received very few to no referrals in the past. Measure referrals before you initiate your newsletter program, and then measure them for the same length of time after you implement your newsletter.

Also, when you make changes to your database, such as adding contacts, changing demographics, etc., look at the impact of those updates on referrals. Importantly, analyze the quality of referrals. If you refocus your list to target higher value patients, you may actually note a decrease in total referrals but an increase in revenue from those referrals. Be sure to measure the factors that matter.

7. Newsletters get results with little or no staff involvement.
Newsletters from an expert service like WPI Communications allow you to market seamlessly with turnkey solutions. Most practices don’t have the resources, expertise or process to consistently maintain a high-quality newsletter program. A great deal more goes into newsletter development than meets the eye. Consider the task of presenting your brand in the best possible light while keeping up with ongoing changes in e-mail marketing trends and regulations, and it’s clear why many practices choose to outsource their newsletters to us.

Your practice can benefit from an influential newsletter with very little to none of your staff’s time. This is very attractive for busy dental practices. Even those practices that have internal marketing expertise or use a consultant find that they benefit from the continuity of an outsourced newsletter marketing program. That way, no matter how busy their practice gets, they’re able to maintain the momentum.

8. Newsletters are cost-effective.
With newsletters, you’ll build relationships at a far lower cost than with traditional advertising. Even with a completely outsourced program—from content development to customization to distribution—newsletters are the single most cost-effective, high-impact way for practices to reach their audience.

With newsletters, you’ll build relationships at a far lower cost than with traditional advertising.

As you can see, there are many benefits of newsletter marketing for dental professionals. To learn how you can reap returns on this investment, contact me.

For more, download The Complete Guide to Building a Profitable Dental Practice Through Newsletter Marketing.

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