With the rise of social media, and online search, there is a rumor that conventional direct mail, and even email campaigns may be a thing of the past.

However there is still some value for patients in receiving mail, either in an envelope or electronically. The fact is every one of your patients has a home address and likely an email address as well. Using these in a friendly, useful way can help to build trust, engagement and even referrals to your medical office.

Here are three tips we’ve learned to better engage your patients with mail, either in written or email format.

1) Know why you are contacting them

Many medical offices only send mail to a patient when they are owed money. This creates the sense for your patients that any mail they receive from you is a burden.

If you have a desire to engage your patients, then have a specific reason why you are contacting them. It may be to share office news, encourage them to be healthier, or to simply welcome them back for a check up.

Whatever your agenda, know what you want to be the result from your contact with them. You can track results simply through open rates or click throughs (for email campaigns) or by call backs (for direct mail).

1) A personal touch is always engaging

No matter how you look at it, if someone mentions you by name, you are more likely to open the letter or email. In direct marketing, a handwritten name and address has a much higher chance of being opened than a typed.

Taking the time to hand address your mail to new patients, and also hand sign the welcome letter can go a long way to making them feel like you are personally interested in them.

(Of course, it is important to make sure the name and address is legible and professional.)

With email, you might consider using the person’s name in the subject line. Rather than saying something typical like ‘your upcoming appointment’ you might say something like ‘Susan, we’re looking forward to seeing you’. This type of tagline is much more engaging.

2) Be consistent but not annoying

One of the keys to building a relationship with patients at a distance is consistency. Showing them that you have their best interests in mind (through checkup reminders, or healthy living tips) will engage them, and make them think of you when they have a health question or concern.

All of us have felt what it is like to have someone hound us via email. We’ve also all opened our mail box to too much unsolicited junk mail. A good rule of thumb is to email no more than once every 4 weeks, and to send direct mail no more than once every 3 months.

Make your messages simple, human and easy to respond to (ie. simple instructions to make an appointment) and you will get better results, and happier patients.

Want to Read More?

10 Email Etiquette Tips for your Medical Practice by Physicians Practice
How to Increase Patient Referrals for Medical Doctors by liveClinic