Insider Circle Newsletter • PT MARKETING STOCKING STUFFERS
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You already know it costs more to attract a new patient than it does to keep existing ones. But do you know exactly how much? According to the Harvard Business Review, replacing a client can cost up to 25 times more than it does to keep an existing client. Fortunately, sending out direct mail pieces, like postcards and newsletters can be just the tools you need to bring past patients back into your clinic. The right direct mail piece can also motivate more doctors to send clients your way. All in all, it’s a good marketing method for your practice to adopt. 1 CREATE YOUR DIRECT MAIL OFFER When you’re creating a new direct mail offer, it’s best to come up with an icebreaker of sorts. That is, you need a reason to be reaching out to new doctors or to your past clients, particularly if you haven’t spoken to them in a while. While it’s perfectly acceptable to send “just because” direct mail postcards to your past clients, you really want to go into this campaign with a purpose in mind. Ask yourself what you want your past clients to DO as a result of your campaign. For example, do you want your rehab therapy direct mail piece to encourage them to come in for a free screening? Or would you like to get more doctors to refer patients to you?
2 ASSEMBLE A LIST FOR YOUR DIRECT MAIL Once you’ve decided on the purpose of your physical therapy direct mail campaign, it’s time to assemble a list of people that you’ll send the piece to. That’s why it’s critical to decide ahead of time what you want your campaign to be about. If you know what the goals of your campaign are, then you also know which audience would appreciate your offer. Here’s an example. Let’s say that your physical therapy practice offers a vegan cooking class once or twice a month. (It’s part of a complimentary healthy lifestyle series you have in conjunction with your other services.) Let’s also say that your physiotherapy direct mail campaign is directed at getting more people to attend this class. 3 WRITE + DESIGN YOUR DIRECT MAIL ITEM The human brain is made for images, much more than any other kind of sensory input. According to Social Media Today, the human brain will process visual stimuli 60K times faster than it will text alone. Studies have also proven that adding relevant images to your brochures, websites, social media posts, etc. allows people to retain at least 65% of the information in the campaign.
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