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In our last post we looked at the basic structure of the most common form of chiropractic email marketing, the monthly newsletter.  Now let’s take a look at specific ideas for content for your chiropractic newsletter and even some ways to use email marketing for tasks other than a simple newsletter.

A basic Chiropractic newsletter is the bread and butter of your Chiropractic email marketing efforts.  Now that we know your newsletter will be serve both your existing and potential Chiropractic patients, let’s explore some ideas for content.

There are some companies out there who supply content for your monthly newsletter. Some of them are useful and many of them aren’t.  They’re generally geared more toward a hard copy newsletter you’d send via postal snail mail.  They are usually of limited use for email marketing because you’re stuck with the layout they provide for you.  Most often  you simply plug in your practice contact information and live with the content they’ve written.  Some may allow you to change content and edit the layout but it’s all still of limited use if you have still need to edit HTML and make it all work in your email program.

A Google Search or Ebay search for “Chiropractic newsletters” should provide you with more information if you plan on going this route.  We’re currently developing our own fully editable and functional content and templates for your Chiropractic email marketing needs so I won’t point you to any specific sites.

Whether you buy something pre-made or do it all from scratch, you’re going to end up writing your own content.  You can only rotate stale chiropractic newsletter content so many times before it’s time is up.  You’ll definitely need to get your creative juices flowing and have some ideas for content.  Let’s look at some sample ideas to get you started.

Ideas for internal marketing:

Your newsletter can be used to promote your practice to both existing and potential patients.  Use a monthly newsletter to keep patients informed about what’s going on within your practice.  This stimulates inactive patients or new patients to schedule an appointment.  It can also stimulate new Chiropractic patient referrals.

Here are just a few examples of what you can do with a monthly Chiropractic email newsletter.  These ideas can be incorporated into a newsletter or you can even issue a separate, dedicated email for any single idea.  Just be careful you don’t send too many emails or you’ll quickly lose subscribers.  A great general rule is to send only one or two emails a month.

• Going out of town for a seminar? Let people know you’ll be completing a continuing education seminar to” improve your clinical skills”.
• Just complete a continuing education seminar? Be sure to announce it in your newsletter.
• Sponsoring an event or local sports team? Spread the word.
• Announce changes in staff, hours, procedures, or office policies.
• Announce your acceptance into a new insurance network or discount program.
• Discuss patient appreciation or even announce an entire appreciation day or week.
• Offer coupons, discounts, or other rewards.  (Make sure to be careful not to induce Medicare/Medicaid patients)
• Conduct a patient satisfaction survey or other questionnaires.
• Expand or explain office policies on missed appointments, payment etc.
• Provide a topic, joke,word, question of the month, or even a quote and invite and encourage patients to discuss it with you during their next visit.  (This is a great way alternative to “table talk” about the weather or last night’s game.  It’s also a great  low tech way to see who takes the time to read your newsletter!
• Announce a new piece of equipment or skill you’ve acquired for the practice.

That’s just the tip of the iceberg. Let your imagination go and you’ll find this is the easiest and often most enjoyable part of the newsletter to write.

Ideas for external marketing:

The topics for your external marketing uses for your  newsletter are even easier to come up with.  Simply focus on providing general information of value that is of use to both existing and potential patients.  This is the information those non-patients signed up for.  This information also benefits existing members of your practice and helps convert potential patients into new chiropractic patients.

These ideas are very easy to come by.  The biggest problem you’re likely to face here is picking which topic and avoiding going into too much detail. You need to provide useful information and impress your reader with your knowledge of the material without going into too much detail.

Here are some common ideas to get you started:

• Pick a specific health condition and write about it.  For example, you may choose to write a blurb about migraine headaches, sciatica, or asthma.  Provide a brief description of the condition and it’s causes and common treatments. I’d even suggest providing your opinion on how Chiropractic may help the patient.

• Offer tips on safe lifting technique.
• Offer an article on computer ergonomics.
• Provide workplace ergonomic advice.
• Discuss inflammation and the importance of a non-inflammatory diet.
• Discuss a particular chiropractic technique.
• Explain the basic anatomy and function of the human spine.

See there? In just a few minutes I spoon fed you topics for your first half of a year of chiropractic newsletters!  As you can see the topics are endless.  I’m constantly coming up with a new idea.  In fact I get so many random ideas I keep a notebook or digital voice recorder in the car, at the office, and by my bed so I can make a note of those ideas that seem to pop out of nowhere.

Not only are these ideas easy to come by, it’s also very easy to put a Chiropractic spin on them and use the topics to promote Chiropractic and your practice.  The most difficult aspect is narrowing down your choices and keeping things these brief.  (As you can tell from this post, brevity is something I obviously have a problem with as well!) Next time I’ll discuss how to begin taking these abstract concepts and turning it all into usable Chiropractic email marketing.

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