A HEALTHBEAT ONLINE CASE STUDY

How Writing 3 Short

Emails Can Drive 20-50

Additional Patient Visits

per Month for Your

Practice.

Introduction Over the last several years I've worked with small business owners all over

the United States. In that time, I've not only helped them grow using the

power and reach of the internet, but I've also gotten a chance to learn a

thing or two from some of the best out there.

If you pay attention to online marketing techniques and methods as much

as I do, you start running into some really smart ways to drive more

business every month.

Today I wanted to share a story that I heard about a few weeks ago. It's all

about how a Chiropractor gets anywhere from 20-50 additional folks

walking through his front doors and spending money on services (and how

he does it every single month).

The Funny Part is how what he's doing is so simple but yet so

effective.

I met Dr. Ben Adkins a few years back and he just recently told me the story

of how he accidentally stumbled onto something he calls his "Reactivation

Blueprint" that worked so well for him (and has ended up working

extremely well for everyone he's taught it to). Today, I'm going to walk you

through his exact model so you can use it in your business. Trust me when I

say that this is worth implementing in your business, even if you're not a

Chiropractor.

The Story behind How Dr. Ben discovered the "Reactivation

Blueprint" model.

Dr. Ben tells me that he first stumbled onto his email method when he was

first starting out in practice and was actually sending out Physical Letters in

the mail.

I'll Let Dr. Ben Tell You About it in His Own Words:

"It was funny. The first few years as a

Chiropractor I would write a short

letter and send it out to all my patients

via physical mail. We did this once a

month and, as we grew, it got really

expensive. Between the paper,

envelopes, and stamps, it got to be

something that would cost us quite a

bit of money."

"We kept doing it with old fashioned

mail because, even though it was expensive, it always worked and it

accounted for a lot of patient visits and new business each month. That

said, I am always looking for ways to cut costs. And then, it just hit me like

a bolt of lightning one day. I needed to kill the physical mailers and just

start emailing my patients."

"I didn't know if it would translate to email but I thought we would give it

a shot. We sent out our first email and within a few minutes of hitting the

send button, the phone rang. It was a patient of ours that hadn't been in

for a while but had gotten our email and decided it was time to come back

in for an adjustment."

"During the next few days we kept getting calls like this. The person would

say that they had "just been thinking they needed to come back in" and

then our email reminded them that they needed to call and book an

appointment."

Dr. Ben told me that this ended up accounting for an additional 34 patient

visits that month and it averages between 20-50 patient visits every month

that they send the emails out. He went on to tell me that it was so effective

in his practice that he had to hire someone to help him write everything

because he had gotten so busy from all the new patient visits.

The Psychology of Why the Model Works.

The super weird thing about the

emails that Dr. Ben sends out is

that they rarely offer discounts or

promotions and are successful

because they draw people back into

your practice by serving as a sneaky

excuse to remind folks that you still

exist and that they love your business.

The list of people that you send these emails out to are already customers

and they are already fans of what you're doing in your business. All you

need to do is send them a subtle reminder that you're still there and that

you are open for business.

I don't care how cool your business is, people don't spend much time

thinking about you as they battle their daily lives. The Reactivation

Blueprint is a neat little way to remind folks that you're around and that

they should come back (without coming right out and telling them to come

back in and only rarely offering a discount for your product or services.)

How to Develop and Send out the 3

Simple Emails that Dr. Adkins uses to

Drive Business Each Month.

The trick to writing great emails

that your customers/leads will

open and take action on is to make

sure that what you're putting inside

of the email is something that will

resonate with your audience and

make them pick up the phone and

call.

To do that we need to think about the psychology behind each email and

what the effect of reading that email has on your clientele. But we’ll talk

about that in a minute.

This process is based on a very simple contact template that induces people

to respond without having to give the farm away … but if we don’t hear

from them right away we are okay with giving away a little by the end of the

campaign.

Now, most people that do reactivation campaigns think they have to do

everything they did to get the patients in the first place: coupons, big

discounts, etc., which is very expensive. But you don’t have to do that!

The Goal is to get People Back

And sometime all that means is that we remind them we’re still here. These

people already love you.

The Scripts Behind the Reactivation Blueprint

The template is basically 3 messages all following this script:

Dear PATIENT NAME

• Personal Intro (who is writing)

• Reason for mailing

• Educational “Why to Come Back” (Carrot or Stick1)

• Call to Action

This email, while looking quite personal, is really just a mail-merge from

your existing data or word processor that inserts the patient’s name, is from

someone actually in the office, tells them why you’re emailing (a little

education as to why to come back) and then calling them to action.

To do this, we use a stairstep method to give your patients more of a reason

to respond without hitting a tone of desperation.

1 The phrase "carrot and stick" is a metaphor for the use of a combination of reward and punishment to induce a desired behavior. It is based on the idea that a cart driver might activate a reluctant mule by dangling a carrot in front it and smacking it on the rear with a stick.

As we stated earlier, each of these messages hit different psychological

triggers in your patient’s minds when they read these messages.

The Beginning

So, let’s break this down … first, the subject line is “Miss You.” Imagine you

are a chiropractic patient, haven’t been back in a while, maybe quit a little

early. Most chiropractors are very good about stressing the importance of

completing their therapy for best results, so this email plays directly to that,

“I just wanted to write and see how you’ve been.”

Did you see “overdue?” This plants the thought that your patient may be

dropping the ball and reminds them that if they have any questions to just

pick up the phone and call.

Finally, you must give them a reason why missing an appointment, or why

being overdue on a checkup is important. Close it up with “Just dial me at

… anytime this week and I can get you on the schedule.

Hope you’re well, looking forward to hearing back. Sounds very personal,

doesn’t it? It’s not, but it’s caring, it’s a little personal, and it gives them a

way to fix the issue.

The Middle

Should your patient not respond to the first message you send out, this

email goes out 5 days after the first one.

Important to remember here is that before this email goes out you need to

gather a list of everyone that called in and remove them from the list that

will receive this second email.

This message is kind of a “Oh, By the Way,” or a “I Thought of You”

message. You just “happened” to launch a promo that you wanted them to

know about. Now this promo would be something very inexpensive, maybe

a free massage, whatever, but “since they were due to come back in

anyway,” they might be extra-interested in taking advantage of that

promotion.

In this message we are no longer appealing to the “might be messing up”

aspect, but now to the “Hey! that’s a good deal” part of a person’s brain.

Remember that this offer can be very small, or a percentage off something

they may be interested in …remember they already love the business. A lot

of the time when people do not respond to the first message it’s not that

they don’t want to come in, they might’ve forgotten to call, or been busy.

This is just a reminder or a little “carrot” to come on in.

The End

Now we wait until Day 14.

Again, we have to remember to pull any names off the list that did come in

or called to schedule an appointment, because this email is the “Threat of

Disconnect!”

Subject line jumps right out there with “Removing …” and goes

immediately into “been trying to get ahold of you but haven’t heard back.”

What is important here is that we never say just what “inactive status” is,

just that we haven’t heard from them. We just want them to call.

Now typically, in a chiropractic office “inactive status” really means they’ll

need a new exam, or need new x-rays, but we don’t want to explain that

here. Again, we just want them to call.

Why Do Emails like the examples above work so much better to

get a business’ phone ringing?

The above email style works because:

1. Each email is individually designed to target specific points of the

client’s psychology at each point of the cycle

2. It drives the reader to take action.

3. It's about reminding your patients that you are still there and that you

care about them.

4. The "Call to Action" at the end is topical without being pushy.

When you build out content like this, people will open it and immediately

have a "good feeling" about the person who sent it (who they already like

because they are existing customers). This leads to them wanting to come

back in and do business with you.

But What If You Don’t Have a List?

You’ve never collected emails, or are just now realizing the importance of

using some different marketing channels to grow your practice.

HealthBeat Online can help design a program to collect and store those

emails so they can be used in various ways.

Here’s how you do it:

1. Start by re-designing your intake paperwork to capture the email

addresses of new patients.

2. If you need help getting those forms posted on your website, just let

us know … we’re happy to help.

3. Offer a “special” or other low-cost incentive to capture emails from

your existing patients when they come in.

4. Start sending the following emails to new patients when they come in

to get them used to receiving emails from you.

So… How do you get this going in your business without having to

do any of the hard work to create the content or setup the tech?

Subject Line: “Just Wanted to Remind You”

Hey!

It’s Dr Alex.

I just wanted to say how great it was meeting you today.

I chatted with you a bit before you left today but wanted to remind you of a couple

of things:

1. Make sure that you ice tonight. (20 minutes on and 40 off).

2. The ice will help with soreness but there is a good chance you’re going to

have some soreness stick around.

3. The first time you get adjusted is always the hardest. Your body is trying to

adapt and it’s normal to be sore and sometimes you can even feel a little

worse at first (that is expected).

4. If you have any questions tonight feel free to call or text me at 555-555-5555

(my personal cell phone)

5. I’ll see you at your next appointment. I’m going to explain what we found

today and make sure we have a good plan to not only take care of what you

came in for…. but also make sure we get you setup so that you can manage it

on your own.

Have a great night,

Dr Alex

How to get the Same Kind of Results

without having to wrestle with the tech

or write any of the Content for your

Reactivation Campaigns.

LET US DO IT FOR YOU

You might be like a lot of my clients that I do work for. You're a

Chiropractor that realizes how profitable it is to do advertising, send out

emails, maintain a blog, etc., but you don't have the time and/or desire to

do it yourself.

If you'd like to have us do some or all of it for you, just contact me at 240-

848-0571 or email at rbryant@healthbeat.online. We can do everything for

you for you very inexpensively and help you get the same kind of benefits

being seen by our other clients.