Issue 3 - March 2005

Make your e-mails talk!
6 simple ways to connect with your patients
By Ron Grisanti, DC

You have a powerful tool on your computer that can help you connect with your patients and prospective patients. That tool? Voice technology.

Social psychologists tell us that humans are more likely to trust you if they can both see you and hear you. Traditional marketing tries to connect — but its connection is “flat.” Consider the connection if people could hear you when they “open” your marketing materials, such as e-mails, your Web site or e-newsletters. You would add a personal touch to cold technology.

Audio presents unlimited possibilities to build your practice but here are six simple ideas to get you started.

1. Greet new patients. Welcome first-time patients to your office and Web site with your own voice. It’s a much warmer welcome than a text greeting.

2. Create a series of audio lessons. Audio learning is hot! Teach your patients via your voice instead of handing them a brochure.

Your mini-audio lessons for your patients might include tips on proper lifting, computer posture or good eating habits. The ideas are endless!

3. Share your interviews. If you don't have an interview clip already, ask a friend or colleague to conduct a short, dynamic interview with you via phone. Record it and post it at your Web site.

Or, do a series of interviews with experts in your field and post them at your site for your patients.

4. Pump up your testimonials. You probably already have patient testimonials on your Web site. Now amplify their impact with audio. Ask your patients to record their testimonials in their own voices and post them on your site along with their names and photos. An alternative: Send selected testimonials to patients in an e-mail.

5. Make you e-mails and e-zines talk. Liven up your e-mails by making them talk to your patients and potential patients.

Your patients will feel as though you are with them. (And remember, it will be that personal connection that encourages people to use your services.) Be the first in your town to do this, and watch your new patients rise!

6. Audio postcards. Reach out to your patients on holidays, birthdays or other special occasions by sending them an e-mail postcard accompanied with a personally recorded message.

In the past, adding audio to your Web site or e-mail wasn't easy. You had to either spend hours learning how to do it yourself or pay someone else to record it and host it for you.

But technology has come a long way. You can download programs that are easy to use.

Take some time today to think about what you could do with audio for your practice and at your web site and in your e-mails to increase rapport with your patients. Then choose at least one strategy to implement this month. It could be the best addition you've made to your chiropractic marketing efforts this year.

Ron Grisanti, DC, has been in practice for 24 years in Greenville, S.C. He is a board-certified chiropractic orthopedist and has a master’s degree in nutritional science. He has recently developed a program entitled “Chiropractic Mentors.” He can be reached at 864-292-0226 or by e-mail at drgrisanti@charter.net.