I’ve written a lot about how, as clinicians, we have clients and we have “customers”. Out clients are the focus of our face-to-face hours, but our “customers” and the ones who send us our clients. Our customers include physicians, attorneys, educators, other therapists, clergy, agencies… the list goes on and on.
Keeping a full-book not only requires great relationships with your clients; as a private practitioner, it also means that you must develop and maintain great relationships with your referral sources. You must provide ongoing value and stay on their radar.
Newsletters are THE BEST way I know of staying in touch. Clients love a newsletter because it helps them to feel more connected to you and they get some great information from you on a regular basis. The client-newsletter is often appreciated by your current clients, but it is also a fantastic way to bring in more clients.
Your client-newsletter should be in every waiting room, on every bulletin board, and perhaps even offered to your referral sources as a “health-related” mailing for their employees/clients/customers/students/etc. People not only read newsletters, but they have great “pass-along” value — people pass them on to others who will then have your contact information and know about your services.
The other type of Newsletter I would encourage you to consider is a customer-related newsletter. This is a newsletter that goes out to all of your referral sources. It provides an ongoing relationship and connection as well as helpful information, not only about your business and what you have to offer, but also about topics that might benefit them as well.
Written correctly, the customer-newsletter will be anticipated and welcomed. If you skip a month, you should get a few phone calls from people letting you know they didn’t get their newsletter that month.
Like everything else, there are certain things that make some newsletters more effective than others. I think you’ll be as surprised as I was to hear what those things are. I’ll give you one here —
No more than 40% of your Newsletter content should be relevant to your business
Hmmm… I know, that too me back, too. But now I understand. And I’ll share that understanding as well as other great tips in my next post.
It’s 9:15 and I’m on my way to attend the last day of a great marketing conference. I came to give me more ways to help you develop your practice; to find marketing strategies that work in our industry. I’m tempted to skip out at see beautiful downtown Chicago, but this conference is really almost too good to miss.
I can’t wait to share my experience with you!