Create an Email List for Your Blog

OptinYou need an email list.  An email list is an easy way to stay in touch with your patients and with those who follow your website.  These are people who are  your “fans.”  Email newsletters are an easy way to keep them abreast of news of the practice, medicine and new posts on your blog.

It can help you develop your brand.

Sending email newsletters inform your closest followers news about your practice.  Make it easy for your biggest fans to know what’s happening!

Maintaining an email newsletter is easy, completely automated and cheap (free).

Why Do You Need an Email List

Permission based communication.  By giving you their email address, you have permission to communicate with them.  For many, this is a tighter and more meaningful bond/relationship compared to Twitter and Facebook where many of your patients never visit.

Ownership.  You own this list.  You’ve collected addresses via an opt-in subscription box or a generated a list during a patient encounter (you should be collecting email addresses as part of your initial intake encounter, that is, when a new patient is visiting for the first time).  Unlike social media platforms where changes in policy could cause you to lose access to  your followers, you’ll always have this list.

Everyone Uses Email.  It’s an easy way to communicate news of the office and to keep your readers current on your blog.  They don’t have to visit your site or figure out how RSS works, let alone what it means.

Email doesn’t disappear.  Unlike FB or Twitter where your message likely gets missed or buried.

Highly targeted List.  This list is composed of patients and readers interested in what you have to say.  Let them keep up to date with events of your office and blog as easily as possible.

Email Lists are Fully Automated

Creating an email list is easy.  The whole process can be completely automated;

1.  Collect Email Address:  This is the standard “subscription” box you see on most sites.  Your reader has the ability “opt-in” to receive your emails.  This is a crucial step to avoiding liability for spamming.  The best is a double “opt-in” process.

After completing the subscription box, an email is sent to confirm and verify the reader’s desire to receive future emails from you.  This two step process is called a double “opt-in.”

That’s it.  You have a new subscriber!

2.  Send Email Notification:  Each and every time you write a post, you’re entire email list gets notified via email!  Best of all, it’s done automatically!  Every blog automatically generates an RSS feed every time a new post is published on your site.

NOTE:  RSS (Really Simple Syndication) is a digital announcement of your new post and contains all the basic information about your new publication.  Many people follow websites by subscribing to the RSS feed.

For your purposes, the RSS feed automatically fills in information about your new article on your email newsletter.  No extra work!

Next Post:  Email Services:  Feedburner, aWeber and MailChimp

Randall V. Wong, M.D.
Medical Website Optimization
www.MedicalMarketingEnterprises.com

 

3 Types of Websites: Which is Yours?

3 Types of Websites, all must be created on WordPress.Your website can only be a:  a resource site, a marketing tool or an interactive website.  Which is yours?  As long as your site is built on a flexible platform, it doesn’t matter.

Good – Resource Site

Of the doctors who do have site, most have this type of site.  A resource site contains basic contact information, an about page, insurance participation, hours of operation, etc.  A resource site is not dynamic.  A resource site rarely has content or needs to updated.

A resource site, therefore, has absolutely no marketing value.  Without fresh content, it becomes impossible for this site to become ranked on Google.  No content, no rankings and no visibility.

The only people who visit your website are already familiar with you, that is, your existing patients.

Better – Website as Marketing Tool

A website becomes a marketing tool when it starts to rank highly in SERP (Google results).  Patients search on Google and your webpage becomes visible on the results pages.  Patients click on your site.  Your site is now marketing your practice!

To rise in Google rankings, your website must regularly get updated with relevant content.  This is the principle behind content marketing.  Search engines compare webpages based upon the content.

Websites of this type are dynamic, receiving  fresh new relevant content to the website on a regular basis.  This is the only way to get your website to attain and maintain high rankings.

Best – Interactive Tool

A website can be a dynamic interactive tool for your practice.  It has the same rudimentary contact information as a resource site and is full of relevant content….but it also displays conversations, or threads, between you and your next prospective patient.

This is the basis of social media.

Your articles will gain you exposure in terms of traffic and rankings.  Your willingness to publicly “talk” with your readers on your website is the most compelling component of a blog…the purest form of social media.  It will set you apart from your competitors.

Finding others with the same problems becomes magnetic and provides you with a golden opportunity to show compassion and your “bedside manner.”  Exhibiting this type of transparency builds value and trust.

This is how a website brings patients to your door.

What Can You Do?

Remember to march at your own pace.  No need to be overwhelmed.

Every modern website should be constructed as a blog and the best framework is WordPress.org.  In this way, you can start off with a resource site and add functionality only when you are ready….and it won’t cost anything extra!  A simple resource site gets the ball rolling and does demonstrate to your patients that you are willing to engage the Internet.

With time, you may want to add content.  This will elevate you in the rankings and start to market your practice.  Later on, start to interact with your readers by answering comments and questions.

By using WordPress.org, you can add functions when you are ready and it doesn’t cost anything to increase your function.  All CMS (Content Management System) programs have all of this functionality built in…you just use it when you are ready.  There is no hurry.  Starting out on the most versatile framework in the world…Wordpress.org.

Static sites offer only design….cant’ do this.

Randall V. Wong, M.D.
Medical Website Optimization
www.MedicalMarketingEnterprises.com

How to Convert Prospective Patients into Raving Fans

Converting prospective patients into paying patients should be a breeze if you have a system in place.  To help you with creating effective systems we created The Patient Attraction System TM.  This system is essentially a blueprint that allows anyone to run your medical practice without you being there to direct the show.  And more importantly, patient care is delivered in the exact same way, whether you are directing or someone else is directing.

There are essentially six systems that are integral to developing a brand and providing superior medical services.  There are of course many components to any system, but for illustration purposes let’s discuss one piece that serves as the cornerstone of the Patient Attraction System TM.

Step 1:  Prospective Patients

You have worked hard to engage with your community both on and off line, now those efforts are finally paying off.  Prospective patients are calling to schedule appointments with you.  The method that your staff engages with these calls can very well determine whether the prospective patient will actually follow through and trust you with their care.  So if you haven’t already, now is the time to have systems in place that will assure that all of your online efforts are not thwarted by the reception they receive when they first call your office.

Let’s start with how you handle incoming calls to your office.  What is your system?

Patient Attraction System TM:  The Initial Phone Call

How is the phone answered at your medical practice?   This seems like a pretty basic question, but after you have spent hours building your brand on and offline this is often an overlooked part of what can be a defining moment for a prospective patient.  Consider the following exchange and compare it to the intake system you have in place at your medical practice.

The First Step:  The Call

Hello, welcome to the Randall Wong Retina Eye Center, this is Amy, how may I assist you.”  Keep in mind the tone is warm, inviting and definitely with a smile.

What have we told our prospective patient?

The caller was greeted, she knows she dialed the correct number, she knows who she is talking to and she knows that “Amy” is not in a hurry and more importantly, that “Amy” wants to assist her.

Note:  Your receptionist/intake specialist, I prefer to use the term patient care representative,  should know how integral they are to the patient attraction process and should never be expected to rush through a phone call.  Think of it this way…are you running a factory or a patient centered medical practice.

The Second Step:  Intake Information

Now, the next step will hopefully lead to the caller scheduling an appointment.  At this point “Amy” will lead the caller through a questionnaire that was designed to put the caller at ease and gather essential information for the appointment.

The Third Step:  The Welcome Package

Once “Amy” has finished with her scripted intake questionnaire she will thank the patient and let the patient know that they should be receiving a welcome package within the next several days.

The Welcome package will have an assortment of materials, but the most important piece will be the business card with Amy’s information.  Amy will serve as the patient’s point of contact because a personal connection has already been established.  The patient will have a familiarity with “Amy” and will hopefully not hesitate to call should she have additional questions prior to her appointment.

Note:  How many receptionists, patient care representatives, or other staff members at your office are given business cards.  If you are like most offices, the answer is likely very few.  This is something I have never understood….give all of your staff members their own business cards.  Not only does this increase your exposure with each card that is handed out, but think of it from the employee’s perspective; i.e., the business card shows they are valued and have an important role in your medical practice.

The Fourth Step:  Confirm the Appointment by Postcard

Yes, there is a small cost associated with sending a postcard and a welcome package; however, the patient will surely remember the extra special measures that were taken to ensure a seamless first appointment.

Side note:  Many practices like to use their website for directions and contact information.  We believe using on-line and off-line measures to ensure your patient makes it to the office is worth the small expenditure.  Do the math yourself…is the office visit worth the two bucks you spent, and even less after factoring in the relative tax implications.

The Fifth Step:  Confirm the Appointment by Calling the Patient

This is very important; “Amy” will call the patient the day before to confirm the appointment and answer any last minute questions the patient may have.

So… What’s the System?

The system is the process that is used to assure that each patient has the same experience.  In the example that was used above, if you were to implement the five step intake process you would need to have a system in place that would track the completion of each step and automatically send reminders to the patient care representative to remind them of the next task needing to be completed.  This may sound like a lot of work, but once your system is in place you will have created a system that can be employed by anybody.