Blame it on social media! Like the general public, today’s dental patients are accustomed to consistent communication.
And showing up in their inbox via a dental newsletter is an effective way to assure you’re part of the conversation.
But first…your marketing budget
Let me guess…you’re perhaps spending most (or a large amount) of your patient acquisition dollars on new patients…right? But there could be an untapped opportunity in those who’ve already given you permission to connect with them.
Your current patient base has invited you into their lives.
- They’ve said “yes” to treatment
- They trust you
- They have questions about their dental health
- They’re looking for answers and solutions
- They have emotional reasons for dental care
- They have insurance benefits waiting to be used
That and more gives you an opportunity to invest what could add up to less than you’re currently spending on new patient acquisition.
How so?
Useful information builds trust
Patient referrals and decreased patient attrition are the result of increased trust. And that’s built over time when you become a trusted source of relevant, useful information.
A dental newsletter eliminates one-and-done marketing approaches.
Content marketing is a “long-game.” Instead of being intrusive with standard promotions you build trust based on the permission that’s been granted to you. Deliver valuable content that builds a relationship and your patient base will grow.
A dental newsletter validates the sanctity of the inbox.
Permission is a trust. A patient gives you their email address in exchange for what they hope will be ongoing (useful) communication. Make sure your newsletters contain something of value.
A dental newsletter builds an influential bond between you and your patients.
Face to face interaction with patients is tops. But that relies on a scheduled appointment. A dental newsletter keeps you and your expertise front-of-mind between dental visits.
How to create a dental newsletter that improves patient relationships without increasing your marketing budget
1-Publish around a theme
Like sports and weather there are “seasons” associated with dentistry. Consider these “seasonal themes”:
- New Year (January to March) is good time to promote annual exams and cleanings, treatment with a “long” timeline such as dental implants or an ortho start.
- Spring (April to June) is a season of new beginnings. Promote cosmetic dentistry for upcoming weddings, summer reunions and vacations.
- Summer (July to August) is a season of relaxation and prepping for back to school. Cover topics that include general dentistry and ortho maintenance, dental exams, fluoride, sealants, etc.
- Fall (Sept to Dec) is a time to gear up for holiday season and end-of-year. Remind about unused insurance benefits, cosmetic dentistry for holiday parties, and completing unscheduled treatment.
See…there’s a year’s worth of newsletter topics right there!
2-Highlight your expertise and health awareness through content curation
You might be at a loss for a particular month’s topic. Plan ahead by curating content on a theme or around a “hot” dental topic that’s in the news.
There’s plenty of quality dental content available for curation.
- Search and save content on a variety of dental topics to fill a newsletter issue. Make sure it’s public “friendly” – not clinical in nature.
- Scan social media for topics of interest or questions the public (including your patients) are asking about general health, oral health, or even controversial subjects (e.g. DIY ortho and teeth whitening, etc).
Social awareness and making content available via a newsletter lifts your credibility and promotes your influence.
3-Communicate upcoming promotions (but remember valuable content first…and above all – don’t be salesy!)
It’s okay to promote through your newsletter. Just don’t make it a habit…and when you do…keep it natural, conversational – not sales pitchy!
You’ll undermine your newsletter’s credibility if you’re emailing about your latest promo-of-the-month more than you deliver useful dental information.
- Keep your newsletter on theme first. Plan your newsletter publishing theme and offer a relevant promotion at the close. If the theme is cosmetic dentistry promote a professional teeth whitening, etc.
- Create a call-to-action that compels a specific response. “Click here…,” “Call us and mention this newsletter for…,” – these are specific and inviting.
Staying engaged with your patient base requires consistent communication. A dental newsletter does that while confirming that you’re listening to their health.
