Is a Newsletter on Your “If-Only” List? Move it to a “Must-Do.
For most veterinary marketers, there’s not only a big “to-do” list but also a long “if-only” list. The if-only list is packed with ideas you’ve pulled from case studies, the competition and industry journals. It’s all the “stuff” that’s working for other veterinary practices.
You know those tactics could boost your business, if only you had the staff, time and resources. What usually tops the “if-only” list? Revamping a tired, old, print newsletter or getting into the e-newsletter game.
Having worked with veterinary practices on marketing for many years, I can tell you that when you let your newsletter project languish another year, you’re missing out on one of the most effective marketing tools for your practice. Here’s how newsletters – whether targeting referring veterinarians or pet owners – connect your business with its core audiences to build caseload.
- Stay top-of-mind:
It’s far more cost-effective to get repeat business from existing clients than to try to find new ones. According to Bain & Company, raising repeat customer rates by 5% increases profits by 25% to 95% per customer. But it takes effort to earn repeat business nonetheless. Even though a specialist just referred you a new patient, or your ER just had a first-time pet owner try your service, there’s no guarantee they’ll do it again. After all, they’re inundated with marketing messages from your competitors, right? But…if you can get those new people onto your newsletter mailing list quickly, you can stay top-of-mind, reinforce your brand and messaging, and regularly remind them of your practice and available services.
- Build loyalty:
There’s more to a newsletter than being a simple branding tool. Newsletters help build trust and confidence in your doctors and staff – the stuff good relationships are made of. Your newsletter’s content can strengthen your connections with clients, by sharing information that addresses their concerns and provides educational tips for their pets’ wellness.
It’s crucial to build a newsletter that readers relate with if you want to see a return on the time, money and effort you put into the project. Remember, customer loyalty can pay off big: 80% of your company’s future revenue will come from 20% of your current customers. In addition to phone calls and face time with your referring veterinarians and pet owners, newsletters are the next best option for staying in touch.
3. Spread the word:
Newsletters are easy to share. Printed newsletters have a long shelf life, often being passed around from person to person or posted on bulletin boards (especially in a clinic setting). E-newsletters are even easier to share with built-in links that allow readers to forward on to colleagues and friends, or share on social media, with one mouse click. Think about it…your effort in writing a newsletter can impact many people – clients, referring veterinarians, and pet owners who want to know more about your practice.
- Further your reputation:
Here’s what happens as you regularly write newsletters: your expertise comes front and center. By providing relevant content to your target audience, your practice’s status will grow and you can earn a reputation as the go-to veterinary experts. Sending content that family veterinarians and pet owners need and want reminds your constituents that your practice is an industry leader.
- Announce company news:
Newsletter content is best when focused on “what’s in it for the reader.” As marketers, we know that a newsletter is a promotional tool, and so it should be used as a path for sharing news about what’s going on with your practice. Regular columns can inform readers about new services, events, recent media coverage or how your staff has given back to the community.
What you’re probably thinking right now is: My company definitely needs a newsletter, but the reason it’s on my “if-only” list is because I just can’t deal with everything it takes to make it happen: writing articles, finding photos, setting up a design, creating a mailing list. Not to mention actually distributing it somehow.
I know. It can be overwhelming to coordinate all of the moving parts of a newsletter program, and to do it with frequency. So how can you take this important task off your “if-only” list and move it to a “must-do” list? We can help. Start here with a free download of our free “Veterinary Practice Newsletter Content Ideas” checklist.
Fetching Communications specializes in building and managing newsletters for practices like yours. Contact Liz Lindley at 877.703.3824 x105 or email@example.com for a complimentary review of your current newsletter. We can discuss your practice’s specific challenges and the solutions Fetching Communications can offer.