Most Doctors Are Way Off on This One

Functional Medicine Email MarketingOne of the best marketing systems I use to get new patients and generate referrals is a monthly online newsletter.

In fact when looking at return on investment the newsletter is our best performing marketing system because it goes out to people who had already identified themselves as ‘having an interest in our services’ – prospects and patients.

And that’s the best spot in the marketing lake to fish in.

An online newsletter allows constant communication at a lower cost (no more printing, stuffing, and mailing costs).

Plus the results came quicker because there was no deliver time lag. Just hit send and your newsletter is sitting in your subscribers email inbox.

Today, the humble online newsletter is the ‘core’ of my marketing system. It’s how I reach out to thousands of patients, prospects, and doctors worldwide.

I see a lot of doctors who offer an online newsletter, but I also see that most are doing it completely wrong.

Some of the biggest mistakes I see physicians make with their newsletter are:

  • The “join our newsletter” form is hidden and hard to find on their website.
  • They give no compelling reason on their site to encourage prospects to sign up.
  • The newsletter is inconsistently delivered or worse, never delivered. (btw, this is the fastest way to kill a relationship)
  • The newsletter is way too pitchy, pushy, sterile, or desperate.

You see, a newsletter is all about relationship marketing.  It’s about getting people to know, like, and trust you. It’s about positioning yourself as the expert, as the go to health care guru.

But there is a secret to making your newsletter work. The secret is in the writing.

I’ll explain what I mean in a second…

Most doctors think that they need to make their business appear larger than it really is. So they give off the impression that they are a large corporation. They write very sterile newsletters that do a whole lot of nothing.

They always refer to “we” instead of “I.”

Basically, they fail to build a relationship with their list and therefore miss out on a whole lot of business in the form of leads, referrals and repeat buyers.

Look, people buy from people. Your greatest asset is you. People want to know that there is a face behind the business. They want to know, like and trust you.

They want to feel warm and fuzzy about giving you their hard earned money.

So when you’re writing your newsletter make sure to use these four elements:

1. Show your personality, your wit, and your character. Don’t be sterile.
2. Give good content and tips – and keep it interesting.
3. Use social proof like testimonials from existing patients who love your service.
4. Ask for referrals and make them compelling offers.

The difference between a mundane newsletter and a direct response newsletter could easily be the difference of five more new patients this month.  So take the time to do it right.

Want to learn more?  Check out my Functional Medicine Blueprint here <<<

Dr. Peter Osborne

Dr. Peter Osborne