There’s no doubt that the Internet provides an easy resource for gathering information on just about any subject from healthy eating and gardening to the mating rituals of a remote tribe on the other side of the globe. Have you considered harnessing this massive research tool and putting it to work for your practice? Using the Internet and email to disseminate information rather than to collect it will add a very effective marketing tool to your efforts.Implementing a blog on your website or an e–newsletter directed to patients, referring physicians orother key audiences, offers an opportunity to share important information and can help position you, as well as your practice, as a leader in the community.
What is “blogging”? Blogging, essentially industry jargonfor a “web log,” is a forum for ongoing communication from your practice. Blogging offers an easy solution to keeping your patients and other audiences “in the know” about new research, recent developments, product updates and other relevant information. For a good example of informative blogs, check out popular health site WebMD, www.WebMd.com, which publishes blogs on topics rangingfrom allergies and asthma to healthy pregnancy. Blogging about sensitive subjects can be a good wayto communicate with patients who may be shy about asking the hard questions related to these intimate health topics.
In addition to offering information, a blog can also be a means for medical professionals to weigh–in on hot topics in the healthcare industry. Research shows that these more controversial blogs may include frustrations about pharmaceutical firms pressuring patients to take expensive drugs that are not necessary or complaints about patients who are not following recommended lifestyle changes forweight loss, heart health or the like. Whether you want to fuss about medicine or simply to discuss it, a blog is a great forum to add to your website.
Extra, Extra! Read all about YOUR practice. Another effective way to keep your patients, peers and others up–to–date about you, your practice and your services is open communication through a weekly, monthly or bi–monthly e–newsletter. For the anti–savvy computertechnician that exists in most of us, the thought of doing all that computer–related work once a month or so might make you want to run in the other direction, but have no fear, technology is here…and it’s here to stay. This means there are tools, such as www.icontact.com, that you can use to help create an e–newsletter on your own, as well as a host of agencies and consultants who will do it all for you.
Unlike a blog, an e–newsletter can offer you a more formal way to share information, such as rising or declining medical coverage, new vaccines and even sections about diet and exercising regimens. Let’s face it: most of your patients may not seek out this information on their own, but they will most likely be willing to read a catchy, informative newsletter that is delivered directly to their inboxes once a month.
Clear and consistent communication Throughout all of your electronic communications with patients and other key audiences, remember to use easy–to–understandphrasing and to avoid using too much medical jargon. Keep your messages clear and simple so they are memorable to all of your readers. Also, consistency is key to making an impact. Posting one blog or sending out one newsletter and then not getting back to that for the next six months will not be an effective marketing tool. Whether you communicate weekly, monthly or bi–monthly, you need to maintain a regular stream of outgoing communication in order to execute an effective program.
A great way to get your practice noticed is through the Internet. Harnessing the power of outgoing communication and putting the Internet to work for YOU can prove to be a valuable investment for both you and your practice.
