Tips for getting started with a low-cost, high-reward marketing tactic
Therapists in private practice need to wear multiple hats – in addition to providing care, there are countless administrative tasks to tackle. On top of that, mental health practitioners need to ensure they’re marketing to new patients while engaging their current ones.
Incorporating multiple marketing tactics and strategies at once can be like wading into intimidating and unfamiliar territory. Instead of feeling overwhelmed, it can be useful to dedicate your time and resources towards a single tactic. An e-newsletter is an affordable and sustainable marketing tool that doesn't require specialized equipment nor knowledge. Read on for tips on how to launch (or enhance) your practice’s very own email newsletter.
1. Ensure you’re delivering value
An e-newsletter is a surefire way to keep your practice top of mind with your patients who’ve signed up to receive your practice’s updates. You can encourage prospective patients to sign up by sharing helpful and relevant content. For example, think about offering a free meditation or tips on journaling. A good rule of thumb is to provide five pieces of free content for every “ask” you have. An ask is made through a call-to- action (CTA) button. Examples of CTAs can be setting up a free consultation, signing up for a workshop, or booking an appointment with you.
2. Keep the patient front and center
Share the types of problems your patients might face and how your treatment can benefit them. Using patient-focused language can help build rapport and trust.
3. Consider a content series
Transform previous social media posts or blogs you’ve written into a refreshed content series. Think about creating a group of themed resources that provide tips on reducing stress or combatting burn-out, for example.
4. Showcase your team or clinic space
Encourage your team to craft a brief blurb or bio about their background that includes a fun fact about them. If you’re a solo practitioner, give a tour of your clinic space or telehealth setup.
5. Keep your content fresh
Think about curating industry news or providing insights on developments in mental health. Perhaps your professional association provides patient–centered content that you can share.
6. Set (and stick) to a distribution schedule
A cadence of once a day to once a month works – commit to a frequency that will be
sustainable for you. It might help to pick a day of the week that the newsletter will be sent so you can work backwards from your target date of distribution.
7. Establish metrics to measure success
For starters, track the growth of your email list. To drill down further, look at the percentage of opens (recipients who open the email) and total clicks (links clicked on). You can also measure the amount of conversions that took place. In other words, this is the number of people who booked an appointment, purchased an item, or signed up for a workshop after clicking a CTA button in your newsletter.
8. Don’t stray from your subject line
Ensure that you’re delivering the content that’s outlined in your subject line. If someone has to navigate through your website to find the content you promised, you could end up losing them in the process.
9. Review (and review again!)
Enlist the help of an employee or friend to receive a test version of the newsletter. Preview the links, images, and verify the email displays correctly on mobile devices.
10. Spread the word!
Promote your newsletter on your practice website, social media accounts, and even in-person events.
A final reminder
Ensure you adhere to your jurisdiction’s privacy laws by providing a way for readers to opt in and unsubscribe.
This blog is based on a Front Desk magazine article with insights from Kendall Hagensen, a somatic mental health therapist, multidisciplinary clinic owner, and business coach. Front Desk is published by Jane, a practice management software for health and wellness professionals.
