A Newsletter Marketing Success Q&A with Dr. Alan Brodine
Dr. Alan Brodine is a prosthodontist in Rochester, N.Y., where he has practiced since 1988. He’s also a clinical assistant professor at the University of Rochester and teaches in the prosthodontic residency training programs at several universities, as well as instructing the U.S. Air Force and U.S. Navy. Dr. Brodine has used both WPI Communications, Inc., newsletters for prosthodontists—Prosthodontics Newsletter and Report on Prosthodontics—for well over a decade and advises residents to use them too.
Why do you use the prosthodontics newsletters from WPI Communications?
Newsletters are a very ethical way of marketing for dentists. They provide referring dentists with valuable information at no charge, with your name on it. It’s information that’s not too long, so they actually read it. The hard part is to get them to open it. But once they open it and read it, they will recognize the value. Because I use both Prosthodontics Newsletter and Report on Prosthodontics, my newsletters go out eight times per year. That means that about every six weeks, referring dentists are seeing my name, and they’re receiving valuable information.
Why do newsletters stand out as ethical?
A lot of my marketing has to do with teaching other dentists. Newsletters are another method I use to teach them and convey information. As an educator, I appreciate the quality of the WPI newsletters.
The value of the newsletter is the content. The quality of information is excellent. It’s correct, high quality, pertinent, current and, as a result, extremely useful.
I lecture in five university prosthodontic residency programs, and I tell all the program residents about the newsletters. They want to know how they can be successful in private practice and get referrals from dentists. I always tell them that the first thing they need to do is get the WPI Communications newsletter—if no one else in the area has it. It’s comparable to the cost of other types of promotions. And it’s an ethical way to promote your practice because you’re paying for useful and correct information that you can give to dentists.
“Prosthodontic Residency Program residents want to know how they can be successful in private practice and get referrals from dentists. I always tell them that the first thing they need to do is get the WPI Communications newsletter—if no one else in the area has it.”
What has been the impact of your newsletter programs?
If you don’t keep your name in front of people, they forget about you. It doesn’t matter how good you are. You have to keep your name in front of them, and newsletters do that.
It took a year of sending the WPI newsletter for the impact to occur. After a year, I started seeing referrals from dentists located a lot farther away and out of my direct area. They were dentists I had never had a referral from before. I definitely saw an increase in the volume of referrals, and that has continued to be sustainable. I can definitely trace it to the newsletter because the only change I was making at that time was sending the newsletter.
“I definitely saw an increase in the volume of referrals, and that has continued to be sustainable. I can definitely trace it to the newsletter because the only change I was making at that time was sending the newsletter.”
I tell the residents to pay the money to send the newsletter, but don’t expect results for a year. Dentists tend to sit back and observe before they make any moves. Dentists need to repeatedly hear your name, and your name has to be associated with high quality and useful information.
And it may be that your newsletter doesn’t get in front of the dentist for the first few issues, and one day, the dentist picks up the mail and your newsletter gets their attention. I tell residents, you can’t afford to not have this newsletter.
“I tell residents, you can’t afford to not have this newsletter.”
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