Today’s patients are inundated with emails as they search for a cosmetic procedure provider. Most emails I see are either too short and do not actually address the patient’s direct questions (translation: generic), or they are so long, complicated, and overwhelming with the amount of information they provide that the practice loses the patient before they even have a chance to show theirvalue! To follow are 4 easy ways to create emails that will not be deleted, while at the same time assist the practice with a bit of subliminal ‘soft-selling.’
Segment Your Content
Instead of paragraphs, consider adding information using ‘topics’ followed by related information in bulleted format. This makes it easier for the patient to read & find what information is most important to them. Topic examples could include:
- Why Choose Us?
- Best practice 10 years in a row…
- About Your Provider
- 2018 Doctor of the Year!
- About the Procedure
- Recovery
- FAQs
Dual Readership Path
When communicating in writing with patients, use the Dual Readership Path* as a guide.
The Dual Relationship Path posits that people read content in 1 of 2 ways:
- By skimming as they go from main point to main point, or
- By reading every last word and taking in every little detail.
You must give details & facts to back up your message for the people who read every word, but you must also make the MAIN points stand out to support the skimmers.
The use of different fonts, font sizes, bold text, text boxes, bulleting, & infographics are a powerful way of compiling information visually that gets your message read by patients.
*term coined by Dan Kennedy, a legendary direct response marketer
Keep It Simple!
A good rule of thumb is to keep all written correspondence with patients at a 6th 8th grade level. This means leave the medical jargon behind and speak to the patient in laymen terms. The word ‘brachioplasty’ may be a no-brainer to us but will probably only serve to confuse the patient — and confused patients do not buy!!
Utilize the Signature Block
Use your email signature block as yet another sales tool. Of course, you must include the basics: Name, Title, Practice, & Contact Info, but I also recommend additional information to make it easy for the patient to remember and find you, including:
- Social Media Profile Icons
- Links to Blogs
- Practice Logo
- Photo of the Sender
- Links to Professional Videos on Your Website
While I never advocate overwhelming the patient with TOO MUCH information, thoughtfully placed content will draw the patients attention and entice them to learn more about the practice, physician, and procedure.
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