Three Tips to Make the Most of Your Referral Newsletters
Many practices—dental, medical, physical therapy, as well as accounting, law and financial planning—use newsletters consistently to reach influential referral sources. Referral-generating newsletters are targeted, cost-effective ways to keep your name in front of professionals who make referrals. Here are some tips for making the most of these referral newsletters.
Focus on them, not on you. It is tempting to share all the exciting things happening in your practice. But ask yourself why the reader would care. Focus on content that matters to your referral sources. For medical, legal and physical therapy practices, the most valuable stories will often be summaries of new research findings. For accounting, law and financial-planning practices, the most valuable stories are likely to be about changes in tax law, or tips for estate planning or running a small business. Sending useful information positions you as a source of valuable information and on the leading edge of your field. Secondarily, you can include briefs on staff members’ latest certifications or lectures you have given.
Highlight your services. Never take for granted that referral sources firmly understand the services you provide. Your newsletter should spotlight any new services you offer. Continuously list your common services. For an oral surgeon, having a dentist refer patients to you with jaw injuries but not being aware of your cleft lip and palate services is tantamount to leaving money on the table. Likewise, if you are an attorney and you handle a real estate transaction for a client, a newsletter may remind that client that you could also help prepare corporate minutes, structure a buy–sell agreement or update a will.
Showcase testimonials. Use your newsletters to highlight your patient or client testimonials and remind referral sources of your high-quality work. Remember: Your referral newsletters should always create opportunities for your practice.
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