The importance of email marketing and the human touch

While social media channels and other digital options come and go, statistics each year support the ongoing popularity, efficiency and importance of email marketing

When it comes to marketing, chiropractors always need to remember that they want to stand out from the crowd while making connections with the people you want to reach — whether they are current patients or part of the market share that you’re wanting to attract. The importance of email marketing is supported yearly by statistics showing it as a tried-and-true way of building customer databases and driving content and connections.

Part of standing out from the crowd is making sure that you have the “human touch.” You want patients to see you as someone they trust, someone they can relate to, and someone they will want to see for their chiropractic needs.

Steven M. Horowitz, DC, founder and CEO of Village Chiropractic & Healing Arts Centers located in West Palm Beach and in Boynton Beach, Fla., has been a chiropractor for more than 30 years, and he says that the human touch is definitely one of the key elements needing to be included when speaking of the importance of email marketing.

“The human touch for the purpose of marketing chiropractic via email should be relatable and empowering,” he says. “It should be informative and position the provider as a leader in the health care industry, offering advice and recommendations on wellness including — but not limited to — information on diet, exercise, new research made in medicine, stress management, etc.”

What follows is an edited version of our interview:

How would you describe what having the “human touch” in your email marketing means?  

• The human touch in marketing is multifold. On all platforms, there should be an element of customization, with an established or potential patient’s name.
• Whatever the medium — email, U.S. mail, social media, YouTube video — everything should be concise and professional. Logos should always be used for brand recognition.
• If photos are used, they should be representative of the market share you are treating or seeking to reach. If you have a sports practice, use photos of those participating in sports
• If you are in a major city and targeting while collar professionals, use photos of people in the office environment.

What can chiropractors do to make their email marketing have more of the human touch?

I feel chiropractors can make their email marketing have more of a human touch by including a short video clip of themselves introducing the content of the email.

Their staff and/or patient testimonials should be describing varied conditions they treated for (with their signed authorization and permission to do so).

Can they end up making it sound too chummy?

Email marketing can at times be too chummy. I feel that cartoon-like graphics rather than actual photos are less professional. Don’t use slang or abbreviations.

Use and define all medical terms. Go to a person whose business savvy you value to review all marketing before it goes out.

The emails should be concise, relatable, and informative. Ask yourself — would you forward this email to a friend or family member?

What should DCs never do in their email marketing?

First and foremost, follow your states’ guidelines, rules, and regulations when it comes to any form of advertising. 

Never hold yourself to be a specialist if you are not appropriately credentialed in a specific area of expertise — like we specialize in auto accidents. Don’t offer incentives without checking the rules and regulations from the state licensing or board.

At times, disclaimers are required. Know your state laws. Never hold yourself out to cure cancer, diabetes, or other organic illnesses. Don’t bombard your email base with constant materials. It gets annoying. Query your patients — how often would you like to hear from us and get a general consensus of what is appropriate.

If DCs don’t feel like they are capable of doing this, with the importance of email marketing, should they hire others to do it for them?

Absolutely hire others to do this if you are not capable. Find someone who understands your practice and goals. They must understand your market share so the material they send reflects and resonates with your particular practice. 

Always proofread and approve whatever is sent out. Remember that both your name and reputation are at stake.