Dental Marketing 101: Using Your Newsletter (Dental Labs or Dentists)

Dental Marketing 101: Using Your Newsletter

Most dentists that were spoken to have spoken to have tried sending out a newsletter, either electronic or paper, at some point in the past.  However, few of them have been completely satisfied with their response.  The truth is that running a successful newsletter campaign takes careful planning.  To maximize the value you receive from your newsletter, keep these four principles in mind:

1) Publish on a regular basis. A monthly newsletter is great, but many practices determine that this is too much of a commitment.  If that’s the case, make sure you commit to a specific schedule—bi-monthly or quarterly, for instance.  Repetition and consistency is key, and if your publishing schedule is erratic, your audience will have no idea what to expect.

2) Provide valuable content. If you expect your audience to read your newsletter, it’s important that you provide value.  This can include valuable tips for better oral health, a discussion of recent news that impacts your patients, or anything else that adds value to the lives of your readers.  The bottom line is this: if you can’t provide a good reason for your recipients to read your newsletter, they won’t.

3) Make it personal. A primary goal of regular newsletter publishing is to build a relationship with your patients.  Your newsletter is a great opportunity to let them get to know you personally—whether it is sharing pictures of your family or writing about your favorite sports team.  Strong relationships lead to long-term loyalty—and letting your patients get to know you is a great way to build strong relationships!

4) Offer promotions and special deals. Finally, your newsletter is a great place to advertise special deals.  Everyone loves to save money, and by including valuable coupons or special offers, you can ensure that much of your audience looks forward to your newsletter arriving in the mail!  Your newsletter is also a great place to promote services that are currently being underutilized.

Your newsletter can be a powerful marketing tool for your dental practiceor dental lab —but it won’t happen automatically.  A successful newsletter requires planning and commitment… but if you’re willing to put in the time, your newsletter can be one more arrow in your marketing quiver.

Special thanks to David Schwab

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