Patient newsletters are one of the most effective and efficient means of communicating with patients you have. But sometimes trying to come up with content to fill those empty pages can seem almost overwhelming. We’ve gathered the top five content areas that you should use when creating content for your patients to help you fill that white space with something useful and meaningful.
1 – Practice Information. Talk about your office! Recognize anniversary dates or milestones such as how long you’ve been in the community or at your current location. Welcome new patients to your practice, or recognize patients who’ve been with you a long time. Share important policy information, holiday hours or closings, changes in parking or office remodeling. It’s also good to include a message from the doctor from time to time. Patients want to see their care providers as real people with real lives, so don’t be afraid to talk about kids, grandkids, hobbies, and activities.
2 – Product or Equipment Updates and How-Tos. If you get a new piece of equipment, let your patients know what it’s for. Are you using a new procedure? Give them the details as to how it works and why you’re using it. If you attended a conference or workshop to improve your skills or learn new methods of treating patients, share that information. Patients want to know that you’re staying up-to-date on the latest equipment and techniques. It builds confidence in your skills and authority and builds loyalty as a result.
3 – AWESOME Content. It’s good to have some light-hearted content in your newsletter, too. You can even get your patients to participate! Include things like a Top Ten list, a funny poll, motivational quotes (or funny ones!). Patients also like reading about recent studies or surveys related to your practice, or information about products or procedures they’ve seen on television and have questions about. You may also want to include information about your website and social media channels as well.
4 – Human Interest. Your office is staffed with people, and your patients want to know who those people are. Consider selecting an employee spotlight for each issue of your patient newsletter. Let the employee introduce themselves, talk about who they are and what they like, and build a digital rapport with patients that will carry over to their in-person visits. Another great idea is a patient spotlight. You may even want to include “before” and “after” case studies to show the successful treatment of a patient in your office! This creates an opportunity for you to show that you see your patients as human beings, not numbers. You can include photos (with patient consent, of course).
5 – FYI. Answer questions that are asked all the time (then keep a list of them as an FAQ you can post to your website or social media channels). You can also include links to articles that may be useful, sites that you find helpful, or other resources for learning more about your area of expertise. If there is a procedure that is common in your practice, take the time to explain it here. If there is a recommendation that you give patients regularly, make sure it’s clearly explained in your newsletter.
Newsletters don’t have to be a source of frustration. With a little advanced planning, and a good eye for information, you can provide your patients with useful, informative, and fun information that helps you build strong communication and enhances patient loyalty.