Keep in touch – it’s easy and it will pay off!
Did you know that it’s 4 – 10 times* more expensive to get a new customer than keeping an existing one? And did you also know that most Americans make their purchase decisions after seeking recommendations from friends and family ? Therefore it might be worthwhile investing into a ‘keep-in-touch’ strategy to engage or re-engage existing patients and make them your best referral source.
How many patients do you have in your data base? How many of them do you contact on a regular base? And by regular, I mean not just during the holiday season. More importantly: how to you keep in touch? Do you provide patients with something meaningful enough so your email doesn’t get lost in the flood of information they get every day?
By providing your patients with something they perceive as valuable, you can increase the chances that your email will not end up in their junk mail. The more relevant you can make the content, the better. But how can you do that without spending hours and hours or hiring a marketing agency?
Here are 3 easy strategies depending on the status of the patient:
The patient is currently under your care:
• Provide him / her with information on his / her condition.
• Provide him / her with home exercises or other at home treatment suggestions such as taping, self-myofascial release, etc.
• Check in on how the exercise program is working and provide updates on a regular basis.
The patient has been discharged less than 3 months ago:
• Provide him / her information on how to avoid relapses such as preventative exercises for the condition he / she has been treated for.
• Provide him / her with general ideas on how to avoid common conditions based on their age, interests, etc., such as back pain prevention exercises.
The patient has been discharged longer than 3 months:
• Provide him / her with more generic information such as handouts on foam rolling, stretching, or simple exercises challenges.
Try to find resources that represent you and your brand and choose content that can create awareness of your service portfolio: e.g. send out exercise or wellness challenges when you want to be perceived as the go-to provider for these areas.
If you share high quality, relevant content either via email or on social media, you can create value for your patients as well as a stronger bond that makes them more loyal and willing to refer your services to friends and family.
Questions, feedback, suggestions? Inbox me at firstname.lastname@example.org
About the author: Friederike is the VP of Business Development and Marketing Strategy at WebExercises. She previously worked for Reebok, BMW, and the Adidas Group in the US and Asia and is an ACE certified personal trainer and NASM Corrective Exercise Specialist.