Stay in Touch With Patients Through E-newsletters

By Betty Sosnin

A basic rule of medical marketing is to consistently communicate with your patients. One of the most effective tools you can use to accomplish this goal is an e-newsletter. E-newsletters are relatively inexpensive to produce, since there are no design or printing costs, and you can send issues out at short notice.

To be effective, your newsletter should include useful health tips and news updates, balanced with meaningful office announcements and promotions for the services you most want to deliver. 

To get the most from each issue:   

• Find an appropriate title and format for the publication that includes your logo and tagline, so each issue will have a consistent, branded look.
• Make sure your newsletter focuses outwardly, on your patients and their needs, rather than inwardly on you and your team. When you want to introduce new physicians, technology or services, do it in a way that shows how they will benefit your patients. A good way to do this is by presenting a common medical problem and explaining how your practice is equipped to solve it.
• Keep the publication brief. People don’t like to read long blocks of copy online. Use compelling headlines, short paragraphs and bullet points. Experienced writers know that online work requires a different style of writing. They don’t just create print pieces and send them out via e-mail.  
• Talk directly to the reader by using the pronoun “you.” Use a simple style and laymen’s terms. If you must use medical terminology, define it in context.
• Be sure to include links to your website and clear calls to action with phone numbers and e-mail links to make it easy for your patients to schedule appointments, learn more about your practice or procedures, and respond to special offers.  
• Use the newsletter to garner referrals from existing patients. End each issue by asking readers to please forward the newsletter to their friends and relatives.   
• Archive the newsletters on your website.

An experienced writer can help you personalize your publication, find interesting content for each issue and maximize the returns on your newsletter investment.