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Patient Attraction Episode 912
Dental e-newsletters can be an effective part of your online content marketing. But too many dentists don’t strike the right balance in their newsletters to encourage prospects to learn more. When we come back, I’ll tell you how to find that balance and earn more new patient phone calls.
– I’m Colin Receveur, and thanks for tuning in to the Patient Attraction Podcast™.
– How do you produce the content for your dental e-newsletter?
– If you’re like many dentists, it’s pretty much an afterthought because everyone in the practice is busy seeing patients.
– And nobody really wants to do the newsletter, anyway.
– With that attitude, a dental newsletter can do more harm than good.
– Is your e-newsletter slapped together, does it contain poor writing or bad photography, or is it too focused on dental problems?
– Expect your patients and prospects to stop reading it.
– On the other hand, with just a little planning and follow-through, your newsletter can help put more new patients in chairs.
– Here’s how to go about it.
– First, decide who’s going to have overall responsibility for the newsletter.
– As someone once said, a committee is a life form with six or more legs and no brain.
– That person should decide on specific article categories for the newsletter, including dental info, practice news, patient testimonials, and staff milestones or stories.
– Your newsletter needs to strike a balance between the informative and helpful, and the entertaining and newsy.
– Too much clinical is boring, while too much personal is fluff.
– Defined categories will help your newsletter keep that balance.
– Second, designate someone to keep a consistent writing level and tone for all the articles.
– You should aim for about a middle school reading level, and there are online analyzers that will take your text and give you the reading level.
– Include calls to action (CTAs) in your articles on dental issues to encourage readers to pick up the phone.
– And solicit feedback from your readers about what’s important to them.
– You can even arrange an online survey so that you know what your audience wants to read.
– Third, decide who’s going to put the newsletter together monthly, bimonthly, or quarterly and set up due dates for the various steps.
– And fourth, once you’ve produced your first issue under these guidelines, step back and analyze the process to make it easier and smoother the next time.
– Strike the right balance in your dental e-newsletter, and you’re likely to get more new and current patient phone calls.
– Be sure to watch our next podcast.
– Until then, keep moving forward.