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Frequently Asked Questions About Our Newsletter Marketing Programs
Does Your Newsletter Marketing Program Really Work?
Often we hear from our customers that they have no idea whether their newsletter “works.”
The first step to determine whether your newsletter generates more patient referrals is to track your referrals. If you don't have a metric in place, it is impossible to measure anything, let alone the efficacy of your newsletter program. Another even easier way to measure how well your newsletter works is to ask your readers, the people who receive your newsletter, whether they want to continue to receive it.
Having surveyed almost 2,000 health care providers who receive our referral-generating newsletters, we have found that more than 60% of respondents indicate they wish to continue receiving the newsletter.
Don't underestimate the value of getting your name “out there” on a regular basis. Even if your referring health care providers don't actually read your newsletter, they see your name. Yes, you could mail your business card to referring dentists and physicians four times a year, but how well do you think that would be received?
How many newsletters should I order?
The size and scope of your newsletter marketing program depends on your geographic area, the population density within that area and your target audience. Our minimum order is 50 newsletters. We will work with you to determine just how many newsletters you will need to market your practice.
To whom should I send my newsletters?
We recommend making a list of all possible sources in your area, not just those from whom you currently receive referrals. For example, if you are a pediatric dentist, be sure to include local dentists and pediatricians. If you are a periodontist, you might expand beyond dentists to also include internists, endocrinologists and cardiologists because recent research has found associations between gum disease and systemic diseases such as diabetes and heart disease.
If you need help in this process, our EZ List service can generate a mailing list for you after a 10- to 15-minute telephone consultation. Once you purchase the list from us, you are free to use it as you wish—newsletter marketing, holiday cards or other correspondence. Click here for more information, or call us at 800-323-4995.
Can you mail our newsletters for us?
Can I change my imprint?
Yes, you can change your imprint as often as you would like, although we do charge a fee for each imprint change.
How do I change my imprint?
Please either e-mail the imprint change to us or fax it to 800-677-9742.
Can I order more copies of my newsletter?
If you find you would like to send out additional newsletters, please call our customer service department at 800-323-4995.
Can I have input into the editorial content of my newsletter marketing program?
Your content marketing program is edited by a professional in your specialty. However, we always welcome your input and suggestions. If there is a certain topic that you want us to address, please contact our editorial department at 800-323-4995 or e-mail us, and we will pass your suggestion to the appropriate editor.
I have an exclusive territory for my newsletter marketing program. Why do I occasionally receive promotional material?
We occasionally send promotional material to mailing lists rented from professional societies. Rest assured that if a competing practice within your exclusive geographic territory were to call us, we would not sell your newsletter program to that practice.
Can I put my newsletter on my Web site?
It depends on your particular newsletter program. Call us at 800-323-4995 if you are interested in putting your newsletter on your Web site.
How can I receive feedback from my newsletter readers?
An annual survey is the best way to receive feedback. An extensive questionnaire is not needed; a few short questions will do. Be sure to use this opportunity to ask your readers if they know anyone else who might benefit from reading your newsletter. It can be a great opportunity to reach additional referral sources. If you like, we can conduct a survey for you, at no charge.
What can I do to make my newsletter more effective?
If you have any changes in your office that you would like to inform your readers about—new staff members, equipment or office hours—include a note or insert with your newsletters. In addition, if you feel a certain article would interest one of your referral sources, you might “flag” that article with a personalized message, which can be as simple as a post-it note with a short sentence.
These and other tips can be found in “The Art of Generating Referrals with a Newsletter.” If you would like a free copy of this eight-page publication, please call us or click here for medical specialists or here for dental specialists to download a free copy. In addition, the articles section of our Web site contains a wealth of information about newsletter marketing.
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