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Case Study: Healthcare/Patient Retention
Patient Retention and Loyalty: Physician-to-Patient Newsletter Program
Anderson Capabilities Used:
Challenge: With the growing competition in the optometry marketplace, a group of established optometrists sought to expand their patient base and continue building solid relationships with their existing patients. Newsletters were the ideal solution, but neither the optometrists nor their staffs had the time or resources to research current, relevant content, write articles, manage design and production, and ensure timely delivery.
Solution: Anderson Direct Marketing developed a cost-effective and time-saving online ordering system called "With InSight" that allows optometrists to produce and deliver professional, customized newsletters. After logging into the secure Web system, each doctor chooses a template from a variety of professional designs. He or she then selects articles, images and advertisements to include in that issue of the newsletter — content professionally researched, designed, and written specifically for Anderson and this program. Physicians can also include their own health notes, photos and patient messages. Finally, the physicians upload their mailing list to the Web system. Anderson completes the data processing, as well as prints and mails the high-quality, personalized, full-color newsletters.
Results: "With InSight" has created a way for any optometrist to deliver customized, informative direct mail newsletters to current and prospective patients. Physicians can publish and distribute their newsletters as frequently as desired to increase visibility and revenues. And they are produced professionally at a lower cost, with less time and effort, than if each optometry practice was trying to do it themselves.
"I've used newsletters for over 15 years. Now, with the ability to personalize my messages to my patients based on age and need, the response has been great... I am now getting more phone calls the first week after mailing than I ever have before. Both from a patient education point of view and sales, this new way to market has been exciting."