Email marketing for doctors and dentists can seem to be a non-starter. You have to be aware of your license and NOT step a foot over the line to spam or deceptive marketing BUT it is actually a powerful tool that you can use to increase your client base, make sure appointments are kept and generally keep your practice running like clockwork!
When you heard email marketing for professional services you probably thought, oh no, not another newsletter post. Newsletters are stupid.
Many doctors and dentists feel this way so you are not alone. You also have a HUGE opportunity because your competition has voluntarily taken themselves out of the game, leaving the field wide open for you to swoop in and start building your practice.
So what WOULD you send in an email newsletter that would make a difference to your patients?
Well, for doctors and dentists there myriad things that would make a huge difference in people’s lives. Tips about how to take care of their bodies or their teeth. Recent health reports from nationally recognized sources like the CDC, The New England Journal of Medicine, Physicians Weekly, professional journals or conferences. You can also find great information (vetted by you of course) on the Huffington Post, The New York Times and news sources like CNN Health. When using the media sources, make sure whoever is doing your newsletter is careful not to be too alarmist or “out there”.
The other thing that you know that your patients don’t is WHY maintaining their health is so important. Dentists tell their patients to floss but rarely do they have the luxury of spending 15 minutes explaining about plaque, how it builds up and leads to gingivitis and gum disease. How these in turn can effect the whole body and generally hurt them overall.
That is great but how would you get the word out about your newsletter?
First off, you should have a great name for your newsletter! A “Sign up for my newsletter” box is not going make anyone sit up and take notice. But name your newsletter the Just In Time Health News from Dr. Jim or Terrific Teeth and Topics from Dr. Ann would let them know that you are going to be sending them amazing information!
Next, make sure your subject lines are super so people don’t just hit delete. Sending out Dr. Jim’s March, April or May Newsletter is not going to get past anyone’s time constraints, BUT send out a message that says, “What You Don’t Know About Your Teeth May Be Killing You” or “5 Things You Can Do This Week That Can Add 10 Years To Your Life” and people start opening them!
At the front desk ask for their email address. You have a steady stream of patients coming to your front desk. These range from patients waiting to see the doctor or dentist to vendors and friends of your patients. Have your front desk girls ask EVERYONE they come into contact with if they would like to receive your AMAZING monthly newsletter!
Local marketing in magazines. Most doctors and dentists do some kind of local marketing. Instead of just putting an ad in the local gazette and praying that someone sees it an calls, why not put a link to your website and the newsletter signup (www.DrJim.com/newsletter) and actually give them something to do to find out more about your practice and how cool you are!
note: once they sign up for your doctor or dentist email newsletter you should have a series of emails in addition to just sending the monthly newsletter that introduces them to the doctor, your practice, your staff, how your office works, common healthcare questions, etc. THESE are where the magic happens but are a post for another day…one step at a time!
On your social media. Now, I am not a big believer in “build a Facebook page and all your patients will magically share it with all their friends and all their friends will share…” That ship sailed a couple of years ago and building a Facebook page now is harder to do.
That said, there is value to having a Facebook page with a great big picture of the doctor, a link your website and Dr. Jim could even add a “sign up for my Monthly Teeth Times Newsletter” button right up there on the banner!
But don’t stop at Facebook, talk about your newsletter on Twitter, Google Plus, Pinterest and all the rest! The more places you have your newsletter and a link the to signup page the better!
Email Marketing For Doctors and Dentists
Now, newsletters are just the tip of the iceberg for email marketing for doctors and dentists. There are appointment scheduling and confirming emails, reminders of annual health events (like getting your flu shots) and about a million other things that you can do! Make sure to sign up for our FREE Email Newsletter for Professional Services Marketing so that keep in the loop and find out about all these other great uses!
note: see how I slipped that in there! anytime you connect with your patients (or potential patients) make sure you let them know that you have a great resource and you don’t want them to miss out on it!
Want to learn more? Check out this [FREE WEBINAR] Learn How To Market Your Professional Services Business! For Doctors, Dentists and Lawyers
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