Your Dental Newsletter Marketing Should Be Like Regular Brushing and Flossing
For your dental marketing newsletter to be effective, it has to be a regular part of your practice’s routine. As is the case with fundamental dental hygiene such as brushing, flossing and regular trips to the dentist, your newsletter must be a predictable and ongoing part of your dental marketing routine.
Just like brushing and flossing, you probably won’t realize immediate results. Instead, results will be seen in ongoing improvement. Some dentists may think that they need only send a newsletter during times when patient flow slows. But that lessens the value of dental patient newsletters. Rather than being a short-term solution to a slowdown in patient flow, newsletters are designed to be ongoing solutions for such important efforts as:
- building patient loyalty
- educating patients
- increasing credibility
- creating word-of-mouth marketing through pass-along opportunities
Regular brushing and flossing contribute to peak health; a regular newsletter communicates the message that your practice is healthy and thriving. Sporadic newsletters don’t have the opportunity to generate as much traction. And by stopping and starting a newsletter program, patients may question your commitment to keeping them educated and informed. They may wonder what happened at your practice to prevent the newsletters from arriving regularly. Remember, An eNewsletter Makes for Loyal Dental Patients.
Getting started is the hard part
Initiating a newsletter program is the hard part. If you do it in-house, you need to determine the types of articles you will publish, choose the appropriate images, build your database and ensure quality control internally. If you outsource your dental marketing newsletter, you have to choose the right partner and make sure they can deliver a quality product―and get it into your patients’ e-mail in-boxes on a regular basis.
Maintaining your newsletter program is easy compared with getting it started. For this reason, it’s essential to keep the newsletter program consistent.
Don’t expect instant results
Again, as with brushing and flossing, you won’t experience results right away. Maintaining relationships requires a longer-term approach. But with time, consistency and dedication, your newsletter will help build lasting patient relationships and expand your patient base thanks to the ease of passing the newsletter on to friends and family.
For more information, download WPI Communications’ The Complete Guide to Newsletter Marketing for Your Professional Practice.
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