Use Your Dental Newsletter to Encourage Appointment Booking
Newsletters are an ideal, subtle, professional way for dentists to communicate with patients on a regular basis. This keeps their practice top-of-mind and makes each patient who receives the newsletter feel valued. It also helps keep family dental care a priority. See also Building a Patient-Centric Practice.
Dental marketing newsletters are content-centric. They are informative and practical for readers. At WPI Communications, for example, we go to great lengths to ensure high-quality content that matters to readers. A newsletter identifies the dental practice that sent it as the authoritative source.
The primary benefit for the reader is education and information regarding issues related to their dental health. But dentists who use patient newsletters should also think strategically about how these newsletters can benefit their practice. Many dentists who work with us report that they value the goodwill newsletters create with patients. They see their newsletters as a service to readers.
While that’s great, we also recommend that practices think about how they can encourage patients to book appointments with their monthly newsletters. Here are four tips to help you do just that:
1. Be consistent
Lack of consistency compromises dentists’ success with their newsletter campaign. For your practice and your patients’ dental care to be top-of-mind, you need to communicate with adequate frequency. We recommend a monthly newsletter.
2. Consider peak cycles
When do you see a spike in patient visits? Maybe it’s around the start of a new school year or at the end of the calendar year when patients want to use their flexible spending accounts. Be sure to time your newsletters for maximum impact prior to these important cycles.
You may also consider offering special promotions to help keep your schedule full during slower times of the year.
3. Give an incentive
Special offers and promotions give readers a reason to book an appointment now rather than later―possibly much later. If you use your newsletter to promote such limited-time offers, you’ll see that readers will book appointments to take advantage of them.
4. Make booking the appointment easy
How quickly and easily can your patients schedule with you? Are directions for making an appointment clearly displayed in your eNewsletter, and is the process smooth and easy? Consider this carefully. If you have limited office hours, an inefficient telephone system that frustrates callers, a significant time lag in responding to e-mails or telephone calls, or any other inefficient processes, you’ll lose out. Remove any such barriers. Make it easy to book appointments and ask questions online, via e-mail or over the telephone.
Learn more about newsletter marketing best practices for dentists with Ten Steps to Increase the Value of Your Dental Practice with Newsletter Marketing.
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