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"ell# it$s no secret that the %nternet is the ne&t re'olution in marketing( E'en with the !acklash on %nternet stocks#
there$s no )ou!t in an*one$s min) that the %nternet is a communications an) marketing tool that is secon) to none(
An) i+ *ou$re like most )octors that % know# then *ou$re racking *our !rain tr*ing to +igure out how to get the
%nternet to help grow *our practice(
hat$s wh* to)a* %$m going to share one strateg* with *ou that will allow *ou to tap into the power o+ the %nternet(
Online Newsletter
%+ *ou$'e !een on the %nternet +or an* length o+ time# then *ou$re pro!a!l* su!scri!e) to a han)+ul o+ online
newsletters(
,ut -ust in case *ou aren$t too +amiliar with the %nternet# online newsletters are !asicall* newsletters that are sent !*
e.mail( here are online newsletters +or -ust a!out an* topic *ou can imagine . whether it$s !usiness# health# ho!!*#
+amil*# or an*thing else *ou can think o+(
You might !e intereste) in knowing there are se'eral online newsletters +or chiropractors( %n +act# % pu!lish an online
newsletter +or chiropractors )ealing with marketing an) practice !uil)ing( %+ *ou$re not alrea)* a su!scri!er# -ust go
to http/00www(chirosuccess(com to su!scri!e(
An*wa*# !ecause these online newsletters are )eli'ere) !* e.mail# the* )on$t cost an*thing to sen) out( An) +or that
reason# the 'ast ma-orit* o+ them are +ree(
Now that *ou$re more +amiliar with what an online newsletter is# -ust imagine the possi!ilit* o+ creating one +or *our
practice(((
You su!scri!e *our current patients to it# as well as prospecti'e patients( Since it )oesn$t cost an*thing to sen) out e.
mails# it costs *ou nothing to sen) out as man* issues o+ *our newsletter to as man* people as *ou can get to sign up(
An) with perio)ic e.mailings# *ou can e)ucate patients# reacti'ate# an) keep in constant communication with
prospects# an) current patients . without an* +ee( o )o this with a tra)itional 1snail mail1 newsletter coul) easil* run
into thousan)s o+ )ollars a *ear2
%nitiall* *our online newsletter will !e onl* a relati'el* small percentage o+ *our practice !uil)ing acti'ities# !ut in
time# with more an) more people !ecoming su!scri!ers# *our online newsletter will take on more importance until
+inall*# it !ecomes *our )ominant practice.!uil)ing tool( ,ut +irst# how )o *ou create the s*stem +or the online
newsletter3
Creating Your Online Newsletter
he +irst step is to +in) out what options *ou ha'e at *our )isposal/
45 Pre.,uilt Newsletter . here are companies who will )o -ust a!out all the work +or *ou . gi'e *ou an e.mail
a))ress or we! site where people can su!scri!e to *our online newsletter# as well as writing an) e.mailing the online
newsletter to *our patients on *our !ehal+( Companies that o++er these ser'ices are usuall* the same ones that create
we! sites +or chiropractors( 6++ han)# % can think o+ two companies# eChiropractor(com an) NowYou7now(net( his
metho) is the easiest wa* to get starte)# an) will take the least amount o+ *our time# though it might cost a little
more# an) limit what *our su!scri!ers can recei'e(
85 E.Mail Newsletter Ser'ices . here are companies that take care o+ all the work +or *ou as +ar as the
programming# signing up an) remo'al o+ su!scri!ers# an) e.mailing o+ the online newsletter( 6ne o+ them#
list!ot(com# pro)uces a we! site a))ress an) e.mail a))ress which *our su!scri!ers can use +or a))ing themsel'es to
an) taking themsel'es o++ +rom *our newsletter( he great thing a!out this though is that list!ot(com )oesn$t charge
*ou an*thing +or using their !asic s*stem9 the* make their mone* +rom a)'ertiser sponsorships(
:5 Use Your E.Mail Program . He*# it ma* not soun) as se&*# !ut *our regular e.mail program will work -ust +ine(
"hether *ou$re using Microso+t 6utlook# Netscape Messenger# Eu)ora# or e'en America 6nline# *ou can create a
list o+ *our su!scri!ers an) a)) to it as nee)e)( An) when *ou )eci)e to sen) *our online newsletter# *ou -ust loa)
up *our program an) sen) it out(
Growing Your Subscriber Base
6nce *ou$'e create) *our online newsletter s*stem# the ne&t step is to get people to su!scri!e to it( here are man*#
man*# wa*s to go a!out )oing this( Here are a +ew suggestions ( ( (
45 A)) Your Current Patients . Ask *our patients +or their e.mail a))ress so *ou coul) a)) them to *our newsletter(
85 Collect E.Mail A))resses o+ Prospects . E'er* time *ou gi'e a screening# talk# or meet a prospect# get their e.mail
a))ress an) a)) them to *our list(
:5 Ask Your Su!scri!ers o ell 6thers . %n the !eginning or en) o+ the newsletter# ask *our su!scri!ers to +orwar)
the online newsletter# an) recommen) it# to their +rien)s an) +amil*(
;5 <oint =entures . Fin) other local !usinesses who ha'e online newsletters an) o++er to mention their online
newsletter in *our newsletter# an) in e&change the* )o the same +or *ou(
>5 Search Engines . %+ *our online newsletter has a we! site where people can sign up# list the we! site with the
ma-or search engines# such as Yahoo# Alta=ista# etc(
NOTE . 6ne strateg* that *ou )o not want to use is sen)ing *our online newsletter to people who )on$t know *ou#
an) who )i)n$t re?uest to !e a))e) to *our newsletter( his is calle) 1spamming1 an) can get *our %nternet ser'ice
)isconnecte)# at the 'er* least( Also# when someone re?uests to !e remo'e)# make sure *ou remo'e them right
awa*(
Making the Most of Your Online Newsletter
% recommen) that *ou sen) out *our online newsletter at least once a month( his wa*# *our su!scri!ers won$t +orget
a!out *ou( Also# *ou can use *our online newsletter +or promotional purposes( he ke* here is to ha'e at least @AB
or CAB o+ *our online newsletter !roa)casts !eing a true newsletter De)ucation# tips# a)'ice# etc(5( he remaining
:AB . ;AB can !e special o++ers that *ou$re ha'ing# or to in'ite people to come see *ou( You can also inclu)e a !rie+
1sales pitch1 at the en) o+ each newsletter to help get more o+ *our su!scri!ers into *our o++ice(
A+ter all is sai) an) )one though# % hope *ou )eci)e to implement an online newsletter o+ *our own( % know that the
results will !e well worth the e++ort(