e-mail marketing in a dental practice is one of the single most effective means by which you can build relationships with your patients.
e-mail marketing done wrong is annoying, done correctly it is extremely powerful.
Think about it, one of the reasons that e-mail can be annoying is because it invades our personal space and is direct with its approach. It's a powerful communication tool, but if abused is annoying.
Now think about an e-mail that you have wanted to receive in the past, perhaps an e-mail that contained some information that would help you with a medical problem or resolve some other issue for you. You want to receive that e-mail, indeed you are looking out for it. THIS is the e-mail marketing I'm talking about.
What is important to consider is the intent that someone has on your website, are they:
Now we have considered the intent of the website visitor we can look for engagement mechanisms with e-mail marketing that will be useful to them.
Not every patient that visit your website is ready to request an appointment, some people are still in the information gathering stage of their decision-making process.
They may have only just realised that they wish to solve their dental problem of replacing missing teeth, straightening crooked teeth, rebuilding teeth or dental health.
Offering these people a free guide which answers their questions and educates them about their options works perfectly here. Offering a free guide in exchange for an e-mail address allows the patient to receive the information they want and drops them into a very gentle and ongoing relationship building e-mail campaign where we answer their questions and provide information about solutions to the problem.
Once the patient has gathered information about ways to solve their dental problems they may begin looking for a service provider. This type of patient will not download the information guide as they have already answered those questions, they will however respond to an incentive to request an appointment.
Offering a risk reducing, trust increasing incentive works extremely well. Doing this by allowing the patient to download a voucher for a free consultation or perhaps a refund of their initial assessment will encourage the patient to take action whilst they are on the site.
What is important is to give them an opt in form to download this voucher, this ensures they take action right there and then and allows us to drop their details into an automated e-mail campaign.
Some patients may have gathered all the information they need, have found the ideal service provider (YOU) and are ready to request an appointment, this process needs to be simple and easy from your website.
Once that patient has then been in to see you you should then be using e-mail marketing to ask that patient for a review. E-mail is a highly effective way of doing this, so long as the question is asked in the correct manner.
Here's what that process looks like in graphical format.
If you're wondering about whether your website offers all of the features possible to attract the right type of patients using e-mail marketing then book a discovery call with me now.