Seven Reasons Every Dental Specialist Should Send a Newsletter to Referring Dentists and Physicians

We are often asked why marketing for a dental specialist is different from the marketing activities of a general dentist. The key difference is the way patients determine which endodontist, oral surgeon or other dental specialist to choose.

General dentists are usually selected based upon recommendations of friends, relatives and neighbors. In contrast, specialists are more often chosen based upon the recommendations of another dentist or physician— especially when a patient presents with an acute condition. Therefore, dental specialists must focus a significant portion of their marketing activities on developing referral-generating relationships with area dentists and physicians.

There are many ways to develop a solid referral-generating relationship with other health care providers. In fact, the best marketers among dental specialists engage in a variety of activities, rather than depending on one or two. However, one method stands out that every dental specialist should use—regularly sending referring dentists and physicians a serious newsletter containing summaries of recent research in your field.

Here are seven reasons why you should send a newsletter to your referring dentists and physicians:

1. A well-written and well-designed newsletter that contains timely and relevant information on current research in your specialized area will be perceived by referring dentists and physicians as valuable. Take periodontics as just one example. A steady flow of research is being done on the relationship between gum disease and general wellness. Our extensive research clearly shows that sending summaries of these studies in the form of a newsletter to other dentists and physicians will be seen as something of real value.
2. Because a newsletter is published on a regular basis, it delivers a consistent message. Repetition, continuity and sufficient frequency are all important factors in any practice-development program. Over and over again, we have found that dental specialists have the best intentions. One example is the endodontist who decided it would be a great idea to invite another dentist to lunch every month. Great idea! However, after the first three months this endodontist became too busy and dropped it. A newsletter program (and even the mailing of the newsletters) can easily be outsourced. This way it can almost be put on automatic pilot.
3. A newsletter provides visibility. Unfortunately, the axiom “out of sight, out of mind” applies when a dentist or physician needs to make a referral. No matter how well trained you are, no matter how competent a pediatric dentist or prosthodontist you might be, you stand virtually no chance of getting the referral if the dentist or physician who needs to make a referral does not know about you or you don’t come to mind. To develop a steady stream of referrals, you need a visible presence. I suppose you could mail your business card to all the potential referring dentists and physicians in your practice area, but that might be seen as tacky. Regularly sending a newsletter to potential referral sources makes a far more professional impression.
4. A newsletter is subtle and professional. If you are uneasy with the bluntness of advertising or directly asking other dentists and physicians for referrals, publishing a newsletter may be more comfortable. If you want to position yourself, for example, as the consummate pediatric dentist who is not only well trained but stays on top of the current literature and is willing to share his or her knowledge with referring dentists and physicians—especially pediatricians—a newsletter helps position you and your practice in just that manner.
5. A newsletter program is cost effective. If you are, for example, an orthodontist, what is each new patient worth to you? While the number varies by region and the nature of your particular practice, for most dental specialists, each new patient is probably worth several thousand dollars over a period of time. You can start a newsletter program for as little as $1,200 a year or $300 a quarter. For almost any dental specialist, one referral a year would make the newsletter program cost effective.
6. A newsletter program allows you to reach out and comfortably contact referral sources you don’t even know. For example, a pediatric dentist opening a new practice or even a new office certainly wants to develop referral relationships with area pediatricians. For most, it is uncomfortable or even embarrassing to cold-call area pediatricians and to ask for referrals. However, sending a newsletter—accompanied by an appropriate cover letter—to local pediatricians should be comfortable. In fact, it will be seen by most recipients as a positive professional service. If you are a bit more aggressive, after sending a couple of issues of your newsletter you might be more comfortable making that telephone call and striking up a personal relationship. Having sent your newsletter for a while gives you a legitimate reason to make the call, and it is less likely to look self serving.
7. A newsletter program can be very easy to start and sustain. Yes, you can write your own newsletter, hire a designer and printer, and mail it out yourself. However, there is a much easier way. Outsourcing a newsletter program to a knowledgeable and experienced firm can make your life easy and ensure that you deliver a consistent quality message in a timely manner.

For more than 25 years, we have seen many practices announce they are going to self-publish a newsletter. Most, as well intentioned as they might be, never even get off the ground. Others find the process of creating the first issue challenging but invigorating. However, the second and third issues become hard work, which results in the project being dropped. Think of your own personal experience. How often have you seen a general dentist undertake a treatment plan that would have been better referred to a specialist? Even if they get a good result, did they perform the treatment as efficiently as the dental specialist would have?

For more information, feel free to call or e-mail Steve Klinghoffer at 800-323-4995 or sklinghoffer@wpicommunications.com. We are always happy to share with you our 25+ years experience in publishing newsletters and generating referrals.