Build It and They Will Come

For years there has been a mantra within the internet marketing community — “the money is in the list.” Savvy online marketers know that most people who visit a website will never come back. If they don’t make a purchase, or in your case schedule an appointment, you will probably never hear from them again. So, to counteract this trend, they started adding email list sign up forms to their websites or blogs. In order to entice their visitors to sign up, they would offer what is commonly referred to as an “ethical bribe.” They would simply offer something of value to the visitor such as an e-book, video, etc. that would provide useful information in exchange for he or she signing up for the list.

The whole process is automated, so once it’s all set up, it can be hands-free from that point on. The benefit of this is the ability to continue building relationships with visitors even if they never come back to your website again. You can create follow-up emails that can be sent out automatically and will keep your website visitors engaged. This will do two things:

  1. It will allow visitors to get to know you and trust you. After all, you’re providing them with free, helpful information. What better way to build trust with someone? You can create a series of follow-up emails each covering a different topic that your visitors will enjoy, or you could just create a monthly newsletter. Either way, you will continue to build your relationships with them and they will learn to trust you.
  2. You will remain top of mind. That means that when one of these people has a problem, they will think of your practice first. Also, if they know someone who needs your services, they will think of you first. Either way, you get more appointments. Some doctors worry about being accused of spamming, but they shouldn’t – with these types of lists each patient has to “opt-in.” In other words, they are giving you permission to contact them via email. You are safe. There are many auto responder services online, some of which are free to use, which will automate the whole process. Once you’ve signed up for a service, you can easily create your opt-in form for your website and create your follow-up messages.

From then on, it’s totally hands free. When someone signs up they will be sent emails automatically at whatever rate you decide. They will receive their “bribe” right away and will continue to receive a new message every week or so. Just don’t get carried away and send them emails every day or they may unsubscribe. And yes, there is an unsubscribe link in every email you send, so make sure you only send information that your potential patients may actually enjoy and benefit from.

Do not just bombard them with ads, or you will end up with more “unsubscribers” than subscribers. If you aren’t already using this effective and inexpensive marketing tool in your practice, you should start. If you do have a list but simply don’t send out messages consistently, you should start. At the end of the day, it’s about getting more patients in the door, and you need to use every tool available to you. This method is one of the best, so start today!

I hope you found this information helpful. If you require any staff for your office, please feel free to call anytime. We place all office staff, DC, MD, PA, NP PT and PTAs.

Have a great day!

Brian Torchin