Re-energize Your Dental Marketing Newsletter

January 3, 2017    By Becky Sheetz ()

Re-energize Your Dental Marketing Newsletter

Newsletters can be a powerful tool for dentists. But it’s not enough to just send out a newsletter and expect it to favorably influence your practice. Your newsletter has to impact your audience for them to care about it. And if it doesn’t benefit them, it doesn’t benefit you. Your dental patient newsletter must deliver content that readers care about—in a format that’s both visually appealing and easy to digest.

Here are a few tips to ensure that your dental practice newsletter continues to get results.

Choose the right format
Should your newsletter be print or digital? You may instantly say, “digital!” Or, if you’re more traditional, you may insist on print. But remember one of the cardinal rules of dental marketing: It’s about the audience—not about you!

At WPI Communications, we have an easy rule of thumb. Our dental eNewsletters for patients—Dental Bites eNewsletter, Pediatric Dental Bites eNewsletter and Perio Health eNewsletter are sent digitally. They’re distributed to a reasonably large volume of readers—the dentist’s patient database. Digital is the format of choice for the vast majority of dental patients.

However, print is the preferred format for our referral-generating newsletters, such as Oral Surgery Update and Report on Prosthodontics, used by dental specialists to reach their colleagues. That’s because these newsletters tend to get shared within the office and are often kept as resources.

But more than that, studies reveal that readers better absorb more technical content when it’s presented in print versus digitally. While these newsletters don’t contain “how to” details, they help referring dentists understand issues, developments and new treatments in the specialist’s field. And importantly, they always point back to your practice.

Speak to your audience
Your content must be relevant to your readers. WPI Communications has newsletters for dentists and six different types of dental specialists. Each delivers content that readers care about. Dental Bites eNewsletter is used by practices to reach a broad base of readers. Not all articles will be important to all readers, but with a variety of topics that are easy to skim, each issue has something for everyone.

Be sure your newsletter includes photos that reflect your demographic. If you’re an endodontist whose patient base is mature adults, your images should reflect that senior demographic. For orthodontists with practices catering to young professionals, your images should not exclusively be of teenagers or you’ll send a conflicting message. Young professionals are discerning patients, which is good for your practice.

Mind the details
Newsletter marketing can be tedious. It requires careful editing to ensure accurate copy. Detailed review is necessary to ensure proper formatting and that the newsletter can be viewed easily across a plethora of desktop, laptop and mobile devices. Links and calls to action must be carefully reviewed to ensure that they function properly.

These details matter because each newsletter must convey the professionalism of your practice and because a unified design builds your brand.

Integrate your newsletter with other practice marketing
Your newsletter should be educational in nature, but it should tie in with your other dental marketing activities. Be sure to mention upcoming events, new team members, patient appreciation programs and insurance policy changes. 

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