newsletter | Observations

The purpose of your newsletter is to keep the conversation going. It is designed to sustain the relationship that you have started. It can even help create new relationships. It serves to remind the patient that you are there for them and can continue to help them.

Marketing IS communication. Nothing beats live two-way communication – in person or via the phone. But next to live communication, the personal letter is best. The letter is a tried and true form of communication.

A newsletter is NOT a brochure, or a pamphlet, or regurgitated “content.” It is a personal communication from you to someone else. Too many newsletters are mass produced and have generic types of “content.” The one thing that is becoming more valuable in today’s world is authenticity. This is important because it creates trust – which is also scarce. So, keep your newsletter personal, even “folksy” and your patients will feel that the real you is talking to the real them and will have a greater impact.

Components of a patient newsletter should include some the following:

1. Letter from the Clinic Director
A short letter to the patients from the Clinic Director anchors the newsletter. If you include nothing else, this is the most important part of your newsletter.

It can be short or long. Shorter is better, with only 4 or 5 paragraphs. A longer letter also works ONLY if it is compelling. A worthy story or rant against some injustice…these can work. If it expresses your VOICE, it will work.

Your letter should usually include some reference to you personally. For example: “Yesterday, when I was taking my kids to school, my youngest mentioned she was told that she needed to receive 43 vaccinations next week….”

You can include some health news, with statistics and cite a reference, or refer to an article in another part of the newsletter. You can include office news. Refer to a photo attached of the new carpet, painted wall, or gift from a patient. New research, celebrities utilizing similar services, recent chiropractic success cases in the office, clinic expansion or renovation, new computer system, and personal adventures … all of these are good.

This can also be done via a short video as well.

Whatever you say, it should be delivered as if you are talking to just one person, perhaps the last patient you just saw. End the letter by saying something like… “I look forward to seeing you soon.”

2. Health Tips
Information for a “Health Tips” column, such as “Health Sleep Habits for Kids” The topic should be consistent with the time of year (September – back to school month) or Community Education Program theme (Children’s Health). Dr. Mercola has built his empire with great health tips from his newsletter. If you are not a subscriber, I encourage you to look into it. (www.mercola.com)

3. Special Promotions
Information on any upcoming promotions, spinal care classes, community education lectures, or anything else of a special nature.

4. Staff News
Include any news about staff, such as a new baby, new staff, new staff promotion, continuing education or seminar attendance. Pictures please.

5. Doctor/Clinical News
Include news about doctors, such as new seminars attended, advanced training, specialties, new associates, new diagnostic or treatment equipment, etc.

6. Patient News
Any news that is appropriate about patients, such as patient of the month, patient success stories (include photograph of patient), patient news: “Joe Smith wins the lottery and enrolls at Palmer!” Ensure you have a signed release from any patients that you want to include information about. Some clinics like to include a copy of their “thank you for referring board.”

7. Community Education Calendar
List the dates, times, places, and other pertinent information about community events that you will be sponsoring during the next month or quarter.

8. Just for Fun
Begin a recipe column. Assign this to one of the staff as appropriate. For example, if your office manager’s name is Jean, have a column called “Jean’s Recipes”. Each month, Jean can feature a different recipe, including, for example, the doctor’s favorite special chili recipe. Recipes should be simple (or at least not take up too much space). “Jean” should make some comments about the recipe.

9. Cartoons and Jokes!
Newsletter CONTENT Checklist

Submitted in digital format (Via computer). Bonus if you include photos or even a video.

Letter from the Clinic Director
Health Tips
Special Promotions Upcoming
Staff News
Doctor/Clinical News
Patient News
Community Education Calendar
Just for Fun
Cartoons and Jokes

There is a fast way to “keep the conversation going” with your patients, vendors, allies, and other people connected to your practice and business.

Use an email service.

It has simple templates in which you can paste the content you want. Later, with some easy editing, you can also print out the newsletter and have a hard copy for in office fliers or mailers. You can paste the content of your newsletter to your website and to your Facebook page. You can even use short video clips.

The email service makes it easy. Smooth organization and delegation of the work makes it even easier.

Almost ANY communication is better than none. On a regular basis, get your newsletters out regardless of how neat or interesting they are. Quantity first, then improve the quality.

Here is a short outline of some of the steps you can use to get your newsletter out fast.

Someone in Charge. Assign one person to be in charge of collecting the info. I call this person the “Sunshine Coordinator,” though you may want to call this person the “newsletter assistant,” or some other creative name. (Sunshine Assistant: the one who helps bring the sunshine of our office to your home.)
Newsletter Content Assigned. Get different categories of the newsletter assigned. See the Content Checklist for ideas. Encourage photos of patients, staff, doctor, etc. Each person can take a section and be responsible for submitting quality content. However, they do not personally have to create the article. For example, whoever is in charge of testimonials can encourage any team member to solicit the testimonial from the patients. Not all sections need to be in each newsletter.
- Content Letter from the doctor. (Could be a video.)
- Recipe section. “Christina’s Cool Recipe’s”
- Try to get a photo. Take a quote and make it into the title.
- “Health Tips.” This is a practical section about health that the reader can use now. Sort of a home remedy section. Include citation to a study, a few tips on what to do for a condition. Always encourage them to call in for a no charge consultation. (This can also be a video.)
- Upcoming promotional events
- Office news, jokes, miscellaneous.

Digital Content. Don’t hand in slips of paper or a photocopy. Make sure the content is sent to our Sunshine Assistant in Word or text format. Include photos and video as attachments.
Set when the letter goes out and when all the content should be to the Sunshine Assistant –usually 1 week earlier.
E-newsletter. Use a newsletter service. They are simple, not that expensive, and for many other reasons, just the best way to go. Constant Contact is easy to use. There is also Mail Chimp, and many others that are available.
Publishing Steps.
- Someone should be in charge of this on line service.
- Pick a template.
- Acquire and upload existing emails to get started.
- Cut and paste text content in each block of the newsletter.
- Have someone qualified to review readability and edit.
- Regular uploading of new emails.
- Posting important newsletter content on website blog.
- Cross post info from website blog to Facebook.
- Convert email newsletter to PDF handout for hardcopy newsletter for handouts, statement stuffers, and mailers as desired.
Monthly. Some offices send out a short letter from the doctor two weeks after the main newsletter, along with upcoming notices on occasion. Generally, the more the better.
Video. You will need to make your own YouTube Channel, or use another service to upload your video. There is special formatting for ideal optimization to keep in mind. Once posted, the video can be included in your newsletter, on your website, on Facebook, and on other Internet properties. It does take some extra work, but in the long run, it is worth it. Video is very powerful. Think of T.V. and how much it is used. With Video, you are creating your own TV station.