Using a Newsletter to Capture New Patients and Clients
A quality newsletter directed to your referral sources or clients is probably the single best marketing tool for those running a practice, whether it be medical, dental, legal, accounting or financial. One often overlooked use of your newsletter program is to encourage others to suggest new sources of professional referrals.
Once you have distributed your newsletter for several issues, you can begin to encourage your readers to suggest names of professional colleagues who might be interested in receiving your newsletter. For example, if you are a pediatric dentist sending your newsletter to local pediatricians, wouldn’t it be great to have those you already know suggest other pediatricians who might like to receive your newsletter? Similarly, if you are an attorney distributing a newsletter to clients along with referring accountants, brokers and real estate agents, those referral sources you already know might be in a position to connect you with other referring accountants, brokers and real estate agents.
Once a year, include a short note indicating that, as a professional service, you will make your newsletter available to other professional referral sources. If you are not comfortable writing this type of letter, just e-mail us, and we will be glad to assist you.
You will likely receive a small number of suggestions. These provide you with the opportunity to introduce yourself with a cover letter and a current issue of your newsletter. Be sure to include the name of the individual who suggested the contact. Once again, if you would like help preparing this type of letter, just let us know.
The entire process will generate professional goodwill and increase your visibility within your practice area.
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