Learn how to use direct mail effectively to increase your new patient base and reactivate former patients

One of the most frequent questions chiropractors ask is how they can improve the results of their direct mail campaigns. Even though direct mail can be one of the most effective ways of acquiring new patients, most campaigns that I have seen fail to bring in enough new patients to make it worthwhile. Fortunately, a change in strategy can make most direct mail programs profitable.

When I evaluate direct mail campaigns for DCs, the first thing I look at is the source of the mailing list. The quality of the mailing list will make or break your direct mail campaign. The most common list used is a list of residents within a few miles of their practice. This type of geographic list does seem logical on the surface, but when you consider that just 20% of the population embraces chiropractic care, 80% of your mailing is wasted. As you can see, this approach is doomed from the start.

So whom should you mail to? You should start with your own patients (both active and inactive). These people already believe in chiropractic, and you have an existing relationship with them. The next approach would be to do an endorsed mailing to another professional’s patients or clients. Finally, you direct a targeted mailing to a group of people who are similar to your ideal patient population.

Active and inactive patients. Your existing patients are without question the best source of continuous growth for your practice. Mailing to your patients will help keep them committed to your treatment recommendations. Sending them a short note, in the early stages of care, reassuring them that they made the right decision in seeing you and that you are committed to helping them get better as soon as possible will go a long way in building a stronger relationship with your patients.

Existing patients are also your best source for referrals, but you have to ask. An effective way to do this is to include “Please don’t keep me a secret” in the postscript of your letter. This phrase will get your point across without seeming too pushy. I have found that you can stimulate a steady stream of referrals just by adding this little phrase to all your letters.

Personal letters and patient newsletters. Newsletters have become very popular because they are an easy way to stay in your patients’ minds. There are companies that have newsletter templates so that all you have to do is supply the details of your practice. The company will custom-design, print, and deliver to your door as many ready-to-mail newsletters as you like. Make sure the newsletter keeps the reader involved.

Handwritten notes work well to activate past patients. The impact a handwritten note from a doctor has on patients is nothing short of amazing. Patients know how busy you are, and they will open, read, and act on a handwritten note because it is much more personal. You can purchase software that will mimic your handwriting, so you can send a note that has the appearance of being handwritten.

Endorsements. An endorsed mailing is simply having another professional endorse you to their patients/clients. Most endorsed mailings fail for DCs because the endorser’s patient/client population does not have a natural or current existing need for a chiropractor. For example, your accountant or your lawyer could endorse you to their clients, but first they would have to believe in chiropractic care and have an immediate need for your services.

On the other hand an orthopedic surgeon, a naturopath, or an acupuncturist would be a much better fit for an endorsed mailing. They see patients who have a need for your services every day. Even if their patients have never considered going to a chiropractor in the past, their strong need to fix their problem, coupled with the enthusiastic endorsement of their health care professional, will cause many of them to seek you out.

Other endorsement possibilities might include golf and tennis professionals and personal trainers. These people have strong relationships with their clients. Their recommendations would be taken seriously. When using the endorsement of sports trainers, the tone of the letter should focus on improved performance and/or natural relief from injuries.

Affinity groups. This is a group of people whom you have something in common with. This could be professional associations, church groups, alumni, clubs, or organizations. The more involved you are, the better you will understand its members. As an insider, you will have a better handle on the psyche of the members. Write your letter as if you are writing to an old friend.

The members of the affinity group are much more likely to seek out one of their own when it comes to chiropractic care. They are also very likely to refer you to others, but you have to ask.

Renting targeted direct mail lists. When renting mailing lists, think about who is most likely to have a need for your services. If you specialize in sports injuries, then you should rent a list of health club members. If you see more elderly patients in your practice, rent a list that is age specific. In your letter to your target group, focus on one patient condition that you can help them with. Do not try to be all things to all people. If the recipients of your letter have the problem that you focus on, the chances are that they will call you because they will see you as a specialist.

You should also commit to mailing to your target audience at least six times (ideally once a month for 6 months). The reason for this is that they may not have an immediate need for your services when they receive your letter. Repeated mailings will keep you foremost in their minds when they do need a chiropractor.

Think of direct mail like dating. You would probably not consider asking someone to marry you the very first time you met. The same thing is true with direct mail. There is a courting process that you must follow. Some people will respond to your first mailing, but the vast majority will not warm up to you right away.

Maintain a conversational tone. Encourage an interactive dialogue with the recipient. Most direct mail comes across as a monologue and does not give the reader an opportunity to interact with you. Ask questions the reader has to think about. If you are writing to an existing or inactive patient, encourage them to call you if they have a question or concern. By using an interactive conversational style, you will begin to extend your relationship beyond the walls of your practice, which in turn will lead to increased compliance and more patient referrals.

Remember that when you are putting together your direct mail campaign, the mailing list has the most influence on your campaign’s success or failure. Create a message that is specific to the group of people you are mailing to. Last, create an interactive dialog with your reader. Do these things and your direct mail campaigns will produce profitable results. CP

Ed Forteau is president of Win/Win Professional Marketing & Sales Association and is known as a strategic marketing coach. He can be reached at 989-831-5910; winwinpro@earthlink.net;  www.strategicmarketingcoach.com.