Tips for Using a Chiropractic Newsletter

The answer is simple… Chiropractic patients have short memories.

To make sure people remember you and your chiropractic practice, you have to stay in contact.

Keeping in touch with your patients requires a soft touch. Too much contact, whether through mail, email, or phone calls, and you’ll irritate your patient and thwart your efforts. Too little contact and they’ll forget you the next time they find themselves suffering from an aching back.

Newsletter marketing is a great way to gently remind people of your services. Through the content of a good newsletter you can present valuable information that entertains and informs. Additionally, you can promote specific services and make special offers.

Be cautious not to “stuff” your newsletter full of advertising… Recently a patient brought in a newsletter from her former chiropractor. This publication was long and pretentious. Remember… A little self-promotion goes a long way! This patient did not bring in the bulletin to show off the product, but rather as an example of what she found irritating about this particular doctor’s practice.

Tips for choosing a good chiropractic newsletter

Not all chiropractic newsletters are created equal. It’s easy to create the wrong image if you send out a document that’s poorly written, contains grammatical errors or misspellings. But there’s more to a good newsletter than grammar. As discussed above, the right content is important as well.

Although we don’t recommend chiropractic newsletters with bland, generic articles, neither would we encourage you to choose a newsletter that features extremely controversial topics.

Let’s use the debate over childhood vaccinations and their possible link to conditions like autism and autoimmune disorders, as an example. On a personal level, you might disagree with the current recommendation of over 32 childhood vaccinations for children between the ages of one and two years of age. That is certainly a legitimate concern. But it’s not one we would recommend addressing in a newsletter.

Our reasoning is purely practical. Whether you author your own publication or subscribe to a chiropractic newsletter service, many of your patients will believe you’re the person writing the articles they read. And as your purpose for distributing a newsletter is to market your practice, it would be counterproductive to give your patients a reason to question you or your opinions. Neither do you want them to feel guilty if they don’t follow what they perceive to be your recommendations. It will set the stage for conflict.

Easy does it…

In addition, there’s no need overload the newsletter with highly technical chiropractic articles. The chiropractic newsletter is intended to be a soft sell. Look for newsletters that features a chiropractic article or two, along with other short articles that offer timely information.

And finally, if you really want to bump up the patient response generated by your publication, make sure there’s a clear “call to action.” Offer your patients an incentive to pick up the phone and schedule an appointment. This can be a special offer, a freebie, or anything else that you feel might generate patient interest.

3 compelling reasons to send newsletters to your patients

Learn how to write a chiropractic newsletter that’s an effective patient building tool.

Ways to get free newsletter content

Print or e-newsletter — What’s the best way to get your chiropractic newsletters read?

Chiropractic enewsletters – tips and pointers to boost response

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