Posted on the Hoya Company Blog.
Guest Contributor: Amy LaVange
Amy LaVange from Solutionreach has returned as a guest blogger to share her practical knowledge for effectively using e-newsletters to reactivate dormant patients. In Part 1 of this concept, Amy shared some topic ideas for patient education to improve patient recall. Now let’s dive into a little more detail on this!
What forum to use?
Without question, your first choice for patient education should be patient newsletters. Sending information electronically allows you to link to external sources, as well as quickly direct patients to your blog, website or social media pages.
Patient newsletters sent electronically are very effective for facilitating recall, especially if you are able to let them schedule or request an appointment either within the email, by responding to the email, or via a link to your website/social media page.
*Tip* Be sure to always include your practice contact information within the body of the message. Most people read their email on a smart phone – your phone number and practice address will automatically become clickable, so patients can use them to quickly “click” and call, or plug your address into their phone’s navigation program.
*Tip* Patients are more likely to read your emails if you catch them right in the beginning. Here are some ideas for creating winning subject lines.
Other places to store your newsletters:
Keeping digital copies of your newsletter and educational information on your website is a great way to become a resource that people can happen upon, as well as “like” or “share” (practice marketing!).
If you’re using social media – which you should be – post the new content every time you release it, and keep albums in your FaceBook or Pinterest with the content sorted by category.
If you’re blogging, each newsletter can be a blog post. When categorized correctly, your blog becomes yet another resource, encouraging recall and new patient generation.
Hard copies of your newsletter should also be kept in your office, either laminated or within binders as a collection of information. Keeping the information in your waiting room will encourage patients to begin paying attention to your emails, as well as show them that you are engaged and dedicated to helping them maintain or achieve optimal vision health.
How often is too often?
If your content is valuable, you won’t have many patients asking to be taken off of your newsletter list. If your newsletters, (or social media content for that matter), are always focused on marketing your practice, patients are more likely to opt-out of emails. Making the content feel personalized, with an emphasis on education, keeps patients engaged and interested in reading.
Sending a newsletter once a month is average – don’t send more than two per month, and be sure to send at least 4 per year.