When it comes to effective patient communication, the most important factor is using the method your patients prefer. But if you’re looking to create a deeper relationship with your patients, mailing a newsletter is still one of the best methods. I’m a big fan of a multi-channel approach: email, text, phone and mail. While social media is great for reaching a broad audience, it’s essential to tailor your efforts to where your ideal patients spend their time.
But how do you build a patient communication strategy that works across all these channels? It starts with mapping out your patient journey, from the moment they first hear about your practice to their ongoing care. Here’s how you can ensure you’re connecting with patients at every step.
1. Before patients arrive: Make the first connection
The patient journey begins long before they walk through your door. Ask yourself, “How do my patients first find out about me?”
- Social media (Instagram, Facebook, TikTok): These platforms can showcase your services, your office culture and testimonials from happy patients.
- YouTube: Long-form videos can highlight the benefits of chiropractic care, give patients an inside look at your office and share success stories.
- Your website: Your website should be easy to navigate and provide helpful information, such as what services you offer and how to book an appointment.
- Outside lectures or community involvement: Hosting or speaking at local events can increase your visibility and build credibility.
2. When they schedule: Set expectations
The second part of their journey begins once they book their first appointment. At this point, it’s critical to build excitement and make the process seamless.
- Welcome emails and texts: Send a friendly, automated message confirming their appointment, explaining what to expect and providing directions to your practice.
- Office tour video: Create a short, personalized video that shows what it’s like to visit your office, from parking to entering the clinic. This can help reduce patient anxiety, especially for new patients.
3. The first visit: Make it memorable
First impressions are everything. When a patient walks through your door, the experience should be smooth, welcoming and efficient.
- Friendly staff: Ensure your front desk is trained to greet patients warmly, address their questions and provide necessary paperwork.
- Clear communication: During their first visit, the doctor should explain the process, the patient’s care plan and any follow-up required.
4. Between visits: Stay engaged
Patients often fall off after their initial visit if they don’t feel engaged. Stay connected with a simple but effective communication plan.
- Post-visit text or email: Send a personalized message thanking the patient for their visit and prepping them for their next appointment. A video explaining what will happen during their second visit can work wonders in maintaining their interest.
- Educational content: Use the time between visits to send useful content, such as an email or text with tips for improving posture, managing pain or performing strengthening exercises.
5. Create ongoing value: Regular communication
What keeps patients coming back is feeling valued and informed. Regular communication ensures they remain engaged in their care and connected with your practice.
Table talk repurposing: Many DCs share useful health tips during appointments. Why not send these same tips via email or text? It’s a great way to keep your patients thinking about their health between visits.
Referral-generating content: Periodically send videos or messages that are easy to forward to friends. For example, if a patient asks about a treatment, follow up with a video they can easily share, which explains the service in simple terms and encourages referrals.
6. Host patient workshops
Workshops can be both educational and fun. Host a lecture that focuses on a topic relevant to your patient base, such as improving posture or managing stress. Encourage current patients to invite friends or family, creating opportunities for referrals.
7. Monthly mailed newsletter
This is where the power of traditional mail shines. A monthly newsletter sent to patients who have visited within the last year and spent more than a certain amount can keep them connected with your practice and updated on your latest services. It’s a personal touch that stands out in a digital world.
8. Bi-weekly email updates
Email is still one of the most effective ways to communicate with patients. A bi-weekly or weekly email with useful tips, clinic news, amusing stories or promotions can keep your practice top of mind without overwhelming patients. (Remember: Don’t be boring!)
Communication tips for success
- Human-to-human (H2H) communication: At its core, all communication is H2H. Whether it’s a text, email or phone call, make sure it feels personal and authentic. People can tell when they’re receiving a canned, impersonal message.
- Be entertaining: Think about the lists or social media accounts you follow. What keeps you engaged? Often, it’s because they’re entertaining or provide some value. Don’t just bombard your patients with health tips—share personal stories, humor and relatable content.
- Tailor your content to the medium: Each channel has its nuances. A text should be short and to the point, maybe even accompanied by a funny GIF or quick video. Emails can be longer but should still be concise, with short paragraphs and easy-to-skim content. Use bullet points and bold text to make emails easier to read at a glance. Newsletters can dive deeper into content since they’re designed for more detailed engagement.
Consistency is key
The idea of creating content for multiple channels may seem overwhelming at first, but once you get into the habit, it becomes second nature. Block off time each week to work on content. Keep a folder with articles, social media posts and emails that inspire you, and use AI tools such as ChatGPT or Claude to help with content generation, editing and refinement. (If you’re not already using AI to assist with these tasks, it’s time to catch up.)
Final thoughts
If you’re unsure where to begin, start small. Create a patient journey map and identify the touchpoints where communication could improve. AI can help you craft messages, rewrite patient instructions or even create an office tour script. The sky’s the limit when it comes to using technology to streamline communication.
Noata Hashimoto, DC, is the co-founder of TrackStat, patient tracking software that makes it easy for admin people to attract and convert new patients while ensuring your existing patients stay in your practice. It offers new ways to retain patients and also offers ways for staff to communicate and schedule patients while providing you all the metrics of success.
