Engagement is an important part of your physiotherapy clinic’s online marketing. It is basically the combination of clicks, shares and open rates that your content (in this case newsletter) receives.
The world is a busy place these days and people tend to forget about things, even good things, if they don’t hear about them occasionally. This is also true about your physical therapy clinic.
Keeping your patients up to date with the latest news and trends in your industry as well as sending out information that they are interested in reading is a solid way to improving and maintaining engagement at a high level. However, there are a number of things to take into account when creating your physiotherapy newsletters:
It’s important to personalize your newsletters as much as you can. People want to feel unique when they receive content from your clinic and not be just one of many patients you have. For example, using the first name of your patient in the subject line will have a solid, positive impact on your patients.
Segment your audience
Creating a high quality newsletter takes time and you might be tempted to try the “one size fits all” approach, but that’s not a good idea. Remember that your patients are different people and have different preferences, needs and pain points. Content that might appeal to some of your patients, may not be interesting for the others.
This is why your physiotherapy newsletters should be personalized for each segment of your audience. You can segment your audience based on different criteria (age, gender, geographical location, preferences, lifestyle, pain points or a combination of those), the important thing is to deliver the right content to the right group of patients.
Deliver only fresh, high quality content
The world is moving at a very fast pace and there is always something new going on in every industry. When sending out your newsletter, make sure to deliver only up-to-date content, something that patients won’t already know when they receive it. When your content is not fresh, your newsletter won’t receive as much CTR as you would like.
In some cases, delivering fresh content means you have to send newsletters less frequently, in order to ensure the highest quality. Many people think that writing less frequently essentially means less engagement, but this is not the case. If you don’t have anything good to deliver to your audience, better not send anything at all. Poor quality content will result in high unsubscribe rates and deliver a huge blow to your online reputation.
Make use of CTAs
Just like with your website, using CTAs in your physical therapy newsletters will encourage patients to engage and interact with your clinic. Regardless of what content you deliver to your patients (informational, actionable, educational, etc.) you should always encourage them to take some action at the end – whether it’s to learn about a new service/product you offer or fill out a survey to find out more about your patients.
In addition, make sure that your CTAs stand out from the rest of the content and have a crystal clear message: patients will know exactly what will happen when they click the CTA, there should be no confusion about this.
Mobile responsive design
When creating your newsletters, keep in mind that most patients open your newsletters on their mobile devices, so the newsletters needs to have a mobile responsive design. Studies show that 62% of emails are opened on mobile devices (48% smartphones and 14% tablets), which leaves only 38% for desktop users.
To make it easy for your physiotherapy patients to read on a small screen, you can use a single column layout for your newsletter, so it’s more convenient to scroll up and down, without any sideways scrolling. Additionally, mobile responsive design will ensure that your newsletters automatically adjust to fit the size of any screen that a patient is using at that moment.
Using high quality content in your physiotherapy newsletters will help boost patient engagement and increase the number of returning visitors to your physical therapy clinic’s website. At PatientSites.com we help physical therapy clinics create monthly personalized newsletters for their patients. Take a look at how we do it.