By Dr. T.A. Owen

1964 — If you look around in any “tight ship” organization, you will usually find some sort of publication to keep in contact with its “public.”

The usual term for this type of publication is a “bulletin.” They are put out by churches, clubs, fraternal organizations, factories, corporations, foundations, colleges, and so on and on. If a bulletin is that important to all these groups, it should be valuable to you in your patient-activation program.

Now let’s consider some of the factors which make for a good patients’ news letter. First, it must have NAMES. Try to list all your patients as they have birthdays, anniversaries, births in the family, and outstanding Chiropractic experiences.

If any person thinks he has the slightest chance of seeing his name, or that of a neighbor or friend, in a publication, he is sure to read it.

How do you go about using information about your patients in your news letter?

1. In listing all the birthdays of your patients, coming up for the next month, you add the phrase — “If you see someone listed you know, please call them on their birthday and wish them happiness.” This will make both the called and the callers happier, and they will be happy with you for starting the idea.

2. Under the heading, “My Thanks To” — list the people who have done favors for you by deeds or gifts. Make sure you list what they have done.

3. Be sure to mention any noble deeds that your patients do for other people … such as: “That was a nice thing that Mr. Jones did when he picked up Mr. Smith, who was injured on the job and brought him in for attention.”

4. Tell some “lighter-side-of-life” stories or give humorous quotes.

5. Be sure to carry your own picture and that of the clinic.

6. Carry a story about your “patient of the month” — a case history.

7. Have a “Letter from the Doctor” on Page One to keep your patients informed about developments or changes at your home, office, in research, in the profession at large. Print the positive opinions of Chiropractic doctors.

One of the best ways to obtain material and ideas for such news letters is to put some progressive practitioners on your mailing list. Ask them to put your name on theirs. Then compete for new, better ways of creating effective articles or ideas.