Physical Therapy NEWSLETTER AU G 2 0 2 0
ALSO INSIDE:
• The 3 Keys to a Successful Newsletter Program • FREE September Social Media Calendar!
Do PT Newsletters Still Work in 2020?
who already know your brand for best results.
Putting together a monthly newsletter for your PT practice can be a challenging task and take up a lot of time and money. Plus, there’s the question I’ve heard a thousand times. Does Print Marketing work in our modern, digital world? The short answer is: yes , direct- mail newsletters will help fill your schedule if used correctly. Many PT Clinics avoid direct mail because it “feels” expensive or because it’s “antiquated.” But check out these stats:
• The same study found that 75% of patients remember a brand name with direct mail and digital marketing versus just 44% with digital alone* • Direct mail is 21% easier to understand and remember than digital media* So although it’s not the cool kid on the block anymore, there is a wealth of science proving the benefits of print media even today.
WHAT ABOUT COST? It is up to 10x cheaper to get a patient back than find a new one. So as stated above, if you focus newsletters on reactivating patients you should easily make your money back and more! And you don’t even have to mail to your full list to see results! You can start within your budget and increase later. We recommend focusing on patients from the last 3-5 years and removing bad addresses or any that are outside your local zip codes.
WHERE DO NEWSLETTERS WORK BEST?
• Direct Mail reaches 95% of targeted patients
This is the area a lot of clinics get wrong. Newsletter marketing may not be the best way to get NEW patients, but it is still the #1 way to get your past patients returning & referring others. Focus your newsletter efforts on people
HOW DO I KNOW IF IT WORKS FOR ME?
• Printed mail is more likely to change people’s behavior than digital, according to a recent Neuroscience study by Canada Post called “A Bias For Action”
Make a plan before starting. Follow the best practices in our complete newsletter guide below before sending your first copy. Then, commit to send newsletters for at least 6-12 months and track how many REACTIVATED patients you have each month. Over time, you’ll be able to see if starting newsletters has caused that number to trend upwards.
Cognitive Effort Required Average Cognitive Load Scor s
Cognitive Effort Required Average Cognitive Load Scores
Unaided Brand Recall
Unaided Brand Recall
7
5.5
5.5
75 %
75 %
44 %
44 %
Ad Testing Benchmark
Ad Testing Benchmark
3.5
5.15
6.37
5.15
6.37
NEXT, LEARN EVERYTHING ABOUT CREATING NEWSLETTERS INSIDE!
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