Why you’ll be able to’t write off a junk mail advertising and marketing technique as a part of your affected person outreach

Marion Steward

Frequent contact and staying top of mind for current and former patients with a direct mail marketing strategy among your mix

Frequent contact and staying high of thoughts for present and former sufferers with a junk mail advertising and marketing technique amongst your combine

IN THE VAST AND COMPLEX WORLD OF MARKETING it’s so laborious to maintain up with the most recent recommendation from the specialists and to know in regards to the newest social media traits. When deciding on advertising and marketing, or one thing like a junk mail advertising and marketing technique, I prefer to hold one easy precept in thoughts: Does it enable me to have frequent contact with my desired viewers?

Persons are pulled in so many instructions nowadays and it appears everybody’s consideration spans are getting shorter and shorter. What number of occasions have you ever seen one thing attention-grabbing and made a psychological notice to come back again to it after which by no means considered it once more? I do know I’m responsible of that.

Frequent contact, high of thoughts

By sustaining frequent contact, we usually tend to come to thoughts for our viewers. You is probably not on the forefront of their ideas, however when the time comes that they want you, you’re the very first thing they consider. They could not even know why they consider you, however as a result of they repeatedly heard from you or noticed your branding, they consider you.

It’s the identical factor with educating your sufferers. They’ve heard the message repeatedly over time and it simply sticks with them. That frequent message simply appears to stay higher.

As you’ll be able to think about, there are numerous methods you’ll be able to apply this precept of frequent contact to your follow advertising and marketing, from social media, e-mail, on-line adverts, in-person occasions, networking, referral promos, screenings to even “old-fashioned”-era strategies like junk mail.

An missed contact methodology

On this world of digital advertising and marketing, I personally assume that the old-school method of doing issues with a junk mail advertising and marketing technique  is usually missed and forgotten about. When’s the final time you acquired a bodily birthday card from your mates? Everybody’s gotten so used to the fast blissful birthday Fb publish, however how particular does a handwritten notice or card really feel at this time?

I feel we typically overlook how full inboxes are whereas mailboxes are fairly empty these days. So, let’s focus on how this “primitive” methodology of selling shouldn’t be written off. Take into account, frequent contact is what it’s all about.

First, I wish to deal with why I take into account sending issues to my current sufferers as advertising and marketing. All of it comes right down to the primary aim of getting a high-retention follow. Why? A number of causes:

  1. Sufferers who keep for the total really helpful course of care are those who really expertise the life-changing advantages of chiropractic care. Isn’t that why all of us fell in love with chiropractic within the first place?
  2. It prices much less to maintain a affected person than to get a brand new one.
  3. A loyal affected person is extra prone to refer you to different individuals.
  4. A loyal affected person is prone to spend 2X extra in your follow.

Establishing frequent contact is necessary along with your potential new sufferers, but it surely’s additionally essential to take care of it along with your current ones.

This primary and most necessary piece of junk mail is customized, handwritten playing cards on particular events. Generally sufferers see us greater than they see their very own family and friends. Which means whereas in our workplace, they find yourself sharing elements of their lives with us.

In our places of work we hear about engagements, weddings, promotions, pregnancies, youngsters and grandchildren being born, retirements and faculty acceptances. We’re there for them once they share that there was a dying within the household or going by means of a tough time.

Go the additional step by later sending a card to acknowledge their scenario or event and allow them to know you might be with them.

Each single one in every of these events is a time to ensure they really feel how a lot you care and actually know that you just’re listening. Now, please don’t misunderstand — I’m not saying that you just use a scenario like a dying within the household as a advertising and marketing alternative. What I am saying is that going that additional mile to be there on your affected person makes certain they know that they’re now a part of your group. And, as soon as they’re in your group, you take care of one another.

A junk mail advertising and marketing technique and ‘being there’ for sufferers

Each time you affirm to your affected person that they’re in the correct place, you might be serving to to make sure they’re extra prone to stay a loyal affected person. I would like my sufferers to know I’m right here for them as extra than simply their chiropractor, however as somebody who genuinely cares about them and their household.

A handwritten card from the physician and/or group, sealed, and despatched to their dwelling creates a wonderful buyer expertise. Everyone knows it’s the little issues that make a giant distinction, so why not put an emphasis on that?

The subsequent type of a junk mail advertising and marketing technique is for income era, recollects and referrals. The target market is each single individual whose deal with you’ve got on file, energetic or inactive, excluding individuals who have moved away. With this piece, I might ship everybody a letter from the physician with specials to come back into the workplace.

In my workplace, I might ship a letter out on the finish of the yr. Our new yr mailer was a single web page we’d get printed out and it often adopted the identical format:

  • A few paragraphs of accomplishments and main updates that came about all year long (i.e., new employees, a CA being promoted to workplace supervisor, new providers supplied, any enjoyable updates within the private life, and many others.).
  • The significance of staying wholesome or making their well being a precedence.
  • Fast ideas or targets to deal with for well being this coming yr. (Trace: It all the time included chiropractic.)
  • And a few particular affords: “We’ve made it very simple to assist get you began on a wholesome new yr. Under are a number of limited-time particular affords for chiropractic and therapeutic massage. Make sure to share them with your loved ones, associates and associates.” Plus, I all the time made certain to incorporate an expiration date. These promos would come with issues like a reduction for an adjustment (compliantly) or therapeutic massage. It will additionally embrace a new-patient particular making it simple for them to refer family and friends.

With out fail, this new-year mailer succeeded in bringing in sufferers we hadn’t seen shortly, and it gave me the prospect to speak to them about revisiting constant care. Lots of them forgot how significantly better they felt once they have been commonly getting adjusted.

They could see these affords being made on our social media, however having a letter addressed to them come into their mailbox is a bodily reminder of the provide and actually motivates individuals to take motion. In the event that they don’t take motion proper then, a minimum of it’s frequent contact in order that later down the highway once they do want it, they keep in mind that you continue to considered them.

You may ship this on the anniversary of your follow, a affected person appreciation day or another big day. I like to recommend doing this about two occasions a yr so it nonetheless feels particular when it does occur.

These two easy junk mail advertising and marketing methods can take your advertising and marketing to the subsequent degree. Bear in mind, the aim is frequent contact and the extra methods you’ll be able to consider, the higher.

MILES BODZIN, DC, ran a profitable, high-retention wellness follow in San Diego, Calif. He retired from follow in 2011 to focus solely on serving to chiropractors enhance their affected person retention. As founder and CEO of Money Follow Programs, “Chiropractic’s #1 Know-how Platform for Creating Loyal Sufferers,” his management resulted in serving greater than 6,000 chiropractors, being listed on the Inc. 5000, in addition to being named one in every of San Diego Enterprise Journal’s Most Admired CEOs. He might be booked for interviews and talking engagements at [email protected] or reached straight at [email protected] His inspiring story might be watched at TheCallingMovie.com.

Why you can’t write off a direct mail marketing strategy as part of your patient outreach

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