The September 2009 issue of MGMA Connexion includes a report on “where Americans look for information or assistance when dealing with health or medical issues.”

The results were as follows:

• 86% ask a doctor or other health professional
• 68% ask a friend or family member
• 57% use the internet
• 54% use books or other printed material
• 33% contact their insurance provider
• 5%  use “other sources”

We believe these results speak to the value of communicating and educating your past patients via email and your website so they’ll be more prone to refer their friends and family to your practice. Think about the impact of a patient forwarding an email from your practice or sending your website link to a friend or family member. It’s not just a word-of-mouth referral anymore; they’re sending your practice’s image and your words – things you can and should be controlling.

Clearly your best source of referrals comes from other physicians in your catchment area, but the concept of patient-to-patient referrals should not be overlooked.  Many practices spend a considerable amount of money to attract new patients, whom they then treat with the latest technology by a highly trained staff, only to let them leave their practice after care with no further communication. It only makes sense to continue to communicate with these past patients through newsletters or educational bulletins delivered via email so that your practice remains “top of mind.” When a friend or family member needs care, they’ll be recommending YOUR practice.

More than 70% of all Americans have an email address, and email communication is proving to be more effective than traditional mail from a marketer’s perspective. When we send traditional mailers, we expect about a 1-2% “open rate.”  With email marketing, we normally experience a 30% open rate.  We experience even higher open rates with clients who know us and have come to value our content.

Some helpful tips:

1. Your email communication should be brief.
2. Include graphics and links to your website as well as a link that allows patients to forward your email to their friends and family.
3. Your website should also include a registration section where visitors can “opt in” to your email communications by providing you with their email address.
4. Constant Contact and other services allow you to send multiple emails with graphics without being labeled as a “spammer.” They also maintain your email list integrity by managing those recipients who “opt out.” This service can cost as little as $35/month and it’s worth every penny.

Need help getting started?  Ask us in the comments or email us at info@practice-reps.com.

This entry was posted on Thursday, September 10th, 2009 at 7:00 am and is filed under All Posts, Marketing Ideas, Referral Marketing. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.