Renowned Endodontist Dr. Gary Glassman Talks Newsletter Marketing Success
A world-renowned oral health expert who looks at overall health, starting with the mouth, Dr. Gary Glassman is a partner at Endodontic Specialists in Downtown Yorkville, Toronto; a member of the Faculty of Dentistry at the University of Toronto; and an Adjunct Professor of Dentistry and Director of Endodontic Programming at the University of Technology in Kingston, Jamaica. He is a graduate of the University of Toronto’s Faculty of Dentistry and continued his education at Temple University, Philadelphia, where he specialized in endodontics. Dr. Glassman lectures and presents his signature continuing education programs and seminars to dental and oral health professionals around the globe.
For more than 20 years, Dr. Glassman has been using two WPI Communications newsletters—Endodontics Newsletter and Update on Endodontics—in innovative and successful ways to keep his flow of patient referrals strong. Here he shares with us his take on the power of professional newsletters.
Q. How long have you been in practice?
A. I’ve been an endodontist for 30 years and a dentist since 1984.
Q. Why do you use the endodontics newsletters from WPI Communications?
A. Ninety-five percent or more of our patients are referred by general dentists, so reaching general dentists is a big part of how we build the practice. “Top of mind, tip of tongue” is a phrase I like to use. When dentists see us, and hear from us regularly, they think of us when they think of endodontics. We’ve always found that the newsletters are a very good marketing tool with regard to keeping our brand in front of a referral.
Q. Why print marketing?
A. We tried digital marketing when it became mainstream. We have found that print and snail mail is always better. With print, they see it, and leave it aside to come back to when they have time. We do supplement with some eNewsletters. If dentists say they didn’t get the print newsletter or we have a new dentist to reach, we use eNewsletters as a tool. I use 2,500 newsletters from WPI Communications a quarter. If I ever run out, I use the eNewsletter.
How Dr. Glassman gets the most out of his referral-generating newsletters
Q. You are known to have creative methods to get the most out of your newsletters. Can you tell us about some?
A. We send both newsletters, Update on Endodontics and Endodontics Newsletter, together. Each quarter I write a nice cover letter and discuss a topic that’s covered in one of the newsletters. I give some details about our office, including when we are open.
Q. Can you share one of your insider tips with us?
A. We’ve found that the dentists in our region read their mail mostly on Tuesdays. We’re not sure why, but they do. We did a pilot project and mailed the newsletters various days of the week and found that if we mail them on a Friday, dentists receive it on Tuesday and that’s when it gets most read.
Another “top secret” tip that I’ll share is that we consider the time of year when we send our newsletters. We know that our referrals slow during certain periods, like the summer and right after the new year. As a result, we hold back the release of the newsletter until it’s slower, and then we use the newsletter to give us a referral boost.
Q. How do you know that the WPI Communications newsletters are effective for you?
A. When dentists receive the newsletter, we see a lot more referrals in our office for the next two to three weeks. We know this is because they are getting the newsletter.
Q. How do newsletters help you to make an impact with dentists in your community?
A. We have the ability to own our territory here in Ontario. No other endodontist here can use it. Geographic exposure is one of the really nice perks of working with WPI Communications.
Q. What kind of dentists do you think benefit from newsletters?
Q. How does the WPI Communications newsletter compare with other newsletters for dental specialists?
A. I know several practices that develop and use their own newsletter, and they are inferior quality. But with the endodontics newsletters from WPI Communications, they look custom, like I am creating them. Also, everything discussed in Endodontics Newsletter and Update on Endodontics is clinically relevant. That matters to dentists. They need to know that the content is going to provide them with information they can use on Monday morning with their patient.
Q. Do you receive much feedback on your newsletters?
A. General dentists tell us things like, “I haven’t received my newsletter yet. I look forward to it. Did it get lost in the mail?” I know some dentists who put my newsletter in a three-ring binder and refer back to it. That says a lot to me about the value of these newsletters.
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