5 Tips for Stellar Patient Newsletters
Building patient relationships should be one of the top priorities in your practice. Connecting and communicating with your patients through a monthly newsletter is an simple, yet effective tool for achieving this. The increasing focus on patient engagement and improved outcomes makes this a key area for providers’ attention. Here are five tips that practices find useful when developing their patient newsletters.
1. Know Your Audience
Engaging the correct audience is one essential piece of sending any patient communication. Providing patients with content that is relevant to their needs will help them better solve the problems they face. In order to develop the proper group of patients, consider your patients’ perspectives. Ask yourself these three questions:
What information do my patients need to understand my practice?
Which patients would benefit most from this knowledge?
Do these patients have similarities in demographics or procedure type?
Answering these questions will help you gain a clearer picture of who these patients are and how you should convey your message to them.
2. Find Your Voice
Once you have decided which patients should receive the newsletter, you will need to think about the voice or tone that will best convey your message. The voice you use in the newsletter should mirror the context of the article and your relationship with your patients. For example, a pediatric dentist will have a different voice than an oncologist. Your voice is critical to conveying the correct message effectively.
3. Curate What You Can
Creating new content can be a daunting task and often times is not a top priority item in a busy practice. An approach which will save you time is to use third-party content. This content can be gathered from journals and other reputable sources. While searching for content, keep in mind that your patient will not read the article if they cannot understand it. Your purpose here is to add value to the patient relationship. Be particular about the articles you use and always have the doctor check that the article is correct and be sure to cite your sources
4. Decide When to Use a Newsletter Campaign/Schedule
Newsletter campaigns allow you to automatically send newsletters at a predetermined date or interval. A scheduling tool allows you to create multiple newsletters when you have time. You can plan ahead and reduce stress when your schedule is busier. Newsletters are one of the most valuable tools in your bag, so ensuring the content and the quality is a worthwhile investment.
5. Look at the Analytics
In order to better understand what content your patients are connecting with, review the analytics provided with your service. A few of the key features to look at include open, click-through, and bounce rates. This report will help you understand which pieces of your newsletter are most effective.
Newsletters are one of the most effective patient engagement tools, and they are easier to produce than ever before. For more information on patient engagement ideas, click here!