Increase Referrals 36.5% in 60 Days
The 36.5% is a real number. It was given to me by a patient newsletter client in New York. Over a period of 60 days, he watched his referral rates climb by over 35%.
To do this, first and foremost, you must separate out your top patients – those who refer to you already, love your staff (and you), always keep their appointments and in general, the folks that keep you interested in being a dentist and excited to come into your practice every day. In a practice of 1000 or so, you’ll expect to have 300 to 500 patients on that list. You’ll want to plan to mail to that list of patients – and any you add to it on a regular monthly basis – every single month. Don’t miss that important point. Every month is NOT too much. 4 times a month MIGHT be too much. Once isn’t.
I would create 4 or 5 “sections” which you’ll include every month in your newsletter. Staff Gossip, Recipes (yes, cheesy recipes!), a favorite dental procedure, a cartoon is nice, and also be sure to include any patients who referred to you as well as any patients you want to recognize. Welcome new patients, also. The point of the above is to give them reward and recognition. That’s what all of us crave. This is a great way to do it.
Next, include a special, monthly, patient only offer. I have our 12 months all lined out for January-December. I like sealants, whitening, cosmetic consults, etc. as patient-only specials. Even implant consults or complimentary whitening for referrals works well. Your newsletter doesn’t have to be pretty or professionally done.
However, if you have a certain image your office is trying to portray, and if you hire an outside firm to do your newsletter (like mine – a shameless plug), be sure they are able to include personal information like I’ve suggested above. It’s all important. Be sure you mail consistent, and on-time.
The real key to making your newsletter continue to pay for itself (your newsletter should NEVER cost you $ to mail!) is to be sure you include a special, patient-only offer in each issue so patients will visit you more often. And, be sure you provide the two ‘Rs.’ Reward and Recognition. If you follow this above formula, you’ll have excellent success with your own newsletter.
If your staff is already in hyper-drive like my dental staff are, give ‘em a break. Outsource your newsletter mailing. Info available online @ www.ButtsInOps.com or by calling my office at 503-339-6000. A free information kit is available, here.