Physical Therapy Newsletters: How To Engage Your Patients

In the digital age, consistent communication and maintaining top-of-mind relevance among patients is crucial for physical therapists. To achieve this, online newsletters have emerged as a potent direct-to-patient marketing medium. 

Let's delve into why newsletters matter, how to curate engaging content and explore ways to implement them within your physical therapy practice. 

Main Takeaways From This Article:

• Online newsletters are crucial for physical therapists (PTs) to maintain communication and relevance among patients in the digital age.
• Content curation for newsletters should be relevant, valuable, and engaging and include calls-to-action (CTAs).
• Effective newsletters should have concise headlines, actionable links, case studies, relevant events, and exercise tips with video links.
• Design elements like brand aesthetics, white space, graphics, mobile-friendly design, and consistent layout are key to creating visually appealing newsletters.
• Marketing strategies for newsletters include choosing the send time wisely, sending to the patient email list, multiple postings on social media, offering subscriptions on websites, and leveraging local social media partners.
• Empower EMR's engagement and marketing software to enhance patient communication through patient portals, distribution, leveraging metrics, boosting retention, and including patient reviews.

Why Online Newsletters Matter for Physical Therapists

Online newsletters are an invaluable tool for physical therapists. By leveraging digital communication, they can stay connected with clients, share the latest industry insights, and foster a community. This approach not only enhances patient care but also positions therapists as trusted, knowledgeable professionals in a rapidly evolving healthcare landscape. 

Here's how newsletters can help your practice thrive.

• Brand Voice: A well-crafted newsletter enables PT professionals to establish a unique brand voice, setting themselves apart in a crowded market.
• Industry Authority: Newsletters provide an avenue for showcasing your industry knowledge. Informative articles, insider tips, and updates on the latest in physical therapy make every newsletter a testament to your expertise.
• Patient Connection: Regular newsletters create a touch-point that reminds patients of your presence and value, even when they're not actively seeking therapy. This is vital for building strong relationships and enhancing patient loyalty.
• Marketing Power: Newsletters act as a subtle yet influential marketing tool. They indirectly promote your business by highlighting your services, your successes, and why you are a choice worth considering over others.

Curating Content That Respects and Engages Patients 

Creating content for your physical therapy newsletters is often the most challenging part of the process. 

Here are some tips to help you create content that resonates: 

• Keep It Relevant: Make sure all content ties back to PT. This clause may seem self-evident, but you'd be surprised how easy it is to drift off into tangential topics when pursuing different marketing ideas.
• Provide Value: Every piece of content should offer some value to the reader. Educational material, exercise tips, preventative recommendations, and perhaps even recovery stories can offer immense value.
• Engage the Reader: Use a conversational tone that reflects your brand personality and fosters a connection with your audience. Ask interactive questions or include surveys to foster engagement and interactivity between you and the reader.
• Include CTA's: Asking the reader to schedule an appointment, check out updated services, or review their experience can significantly improve your business performance.

What To Include in Your Physical Therapy Newsletters

Online newsletters emerge as a robust medium, enabling regular patient communication, sharing valuable information, maintaining engagement, and ensuring the overall growth of your practice. Let's understand what makes up an effective physical therapy newsletter.

1. Concise Headlines and Sections

Clear, concise headlines and sections are key to successful physical therapy newsletters. This attracts readers and makes it easier for them to find the information they’re looking for. Your headlines should be enticing and informative - delivering the crux of the content in a nutshell. Short, thematic sections with punchy captions make it more digestible for your readers. Including sections on new treatments, patient success stories, and wellness tips is a stellar way to provide value while keeping your newsletter organized and engaging.

2. Actionable Links

Including actionable links in your physical therapy newsletters can significantly boost your engagement rate. Direct your readers towards useful resources, such as blog posts, informative articles, or exercise tips on your site. Furthermore, these links also create opportunities for your patients to book appointments, join webinars, or participate in community events. The goal is simple: to provide value while subtly guiding them toward the actions you'd like them to take. However, ensure these links are relevant and beneficial for your readers, as overloading them with unnecessary information can be counterproductive.

3. Successful Case Studies

One innovative way to fill your physical therapy newsletters with compelling content is by featuring successful case studies. This showcases your expertise and gives your readers insights into the effectiveness and potential of various therapies. Share stories about patients who have overcome challenges or achieved significant milestones due to your physical therapy services. These real-life experiences can inspire current clients, attract potential patients, and create a deep sense of community. Remember to obtain all necessary permissions before sharing patient information in your newsletter.

4. Relevant Events

Sharing timely, relevant events can strengthen the bond between your practice and your audience. This could include upcoming PT seminars, webinars, or new treatment techniques to look forward to. Highlighting events shows you're actively engaged in the PT community and committed to continuous learning and growth. Include a site link or registration details for these events to encourage active participation. So, not only does your newsletter educate, but it also becomes a hub of exciting, pertinent information that keeps your reader hooked and looking forward to the next edition.

5. An Exercise Tip With a Video Link

Circulating valuable tips such as recommended exercises can enrich your physical therapy newsletters further. Adding a simple exercise guide directly linked to a demonstrative video grabs attention and portrays you as an industry expert. Not only does this provide valued information to patients in their healing journey, but it also enhances interaction with your online content. By offering exclusive visual content like exercise tutorials, you strengthen patient trust and underscore your newsletters' relevance, making your patients more likely to anticipate your future newsletters.

Enhancing the Visual Appeal of Your Newsletters

Creating visually appealing physical therapy newsletters is key to gaining the attention of your readers. Compelling visuals not only add vibrance to your newsletter but also simplify complex pieces of information for easy navigation. With this in mind, let’s take a look at a few elements to consider while designing your newsletter. 

Understand Your Brand Aesthetics 

One of the first things you must consider when designing an online newsletter is your brand’s aesthetics. This includes understanding the colors, typography, and style that define your brand. Incorporating these elements into your newsletter will not only improve its look and feel but also provide consistency and promote brand recognition among your patients.

Utilize White Space 

Cluttered newsletters can be overwhelming for readers, making it crucial to utilize white space. This seemingly empty space can actually highlight your key content and create a clear visual hierarchy, thereby making your newsletter more readable. 

Integrate Graphics Communication 

Utilizing visual aids such as infographics, photographs, or diagrams is an excellent way to break up blocks of text. They not only make newsletters more aesthetically appealing but can also illustrate exercises or explain complex therapy terms in a simple, engaging manner. 

Mobile-Friendly Design 

In today's digital age, many patients will view your newsletter on tablets and smartphones. Therefore, it's essential that your online newsletter features a responsive design so it can adapt to any size device and still retain its visual appeal. 

Consistent Layout 

Keep the layout of your newsletter consistent in each issue. It makes it easier for your readers to navigate the content. Consistency could include maintaining the same header design, section arrangement, and font type. 

How To Market Your Newsletter?

1. Choose a Send Time Wisely

Selecting an appropriate send time or date for your physical therapy newsletters isn't simply guesswork—it's strategic. It should be optimized in a way to grab your readers' attention at their most comfortable and receptive moments. Consider your target audience's demographics and their daily routines. Are they more likely to read in the morning, during lunch breaks, or during their evening downtime? Newsletters sent during the months of January, March, July, August, September, and October are more likely to be opened and read since your recipients' inboxes will not be as busy as they get during a festive month.

2. Post Multiple Times on Social Media

Distributing your physical therapy newsletters through social media platforms is another effective strategy. By posting more than once, you can hope to reach different segments of your audience throughout the day. Social media allows you to share interactive content like videos or quizzes, encouraging engagement and sharing. Understand that timing and the type of content play a crucial role in how well your post performs. Experiment with various combinations to find what works best for your newsletter. 

3. Provide a Subscribe Button on Your Website

The 'subscribe' button for your physical therapy newsletter should be a prominent feature on your website. Make it stand out and emphasize the benefits of subscribing, such as early access to new treatment methods or health tips. Also, consider a pop-up form. Interested visitors are more likely to sign up if the option is conveniently presented to them. Affirm their decision by sending a welcoming email that expresses genuine excitement about adding them to the community. 

4. Leverage Local Social Media Partners

Branching out to local influencers and healthcare advocates on social media can significantly boost your newsletter's reach and engagement. By partnering with them, you can get your valuable PT insights circulated through various digital communities. This strategy not only increases your newsletter's visibility but also associates your brand with trusted local figures, enhancing its credibility. Additionally, these partners could share their school of thought through guest articles, further enriching your newsletter. 

5. Patient Reviews in Newsletters 

Include patient testimonials and feedback, as they serve as social proof. Prospective patients often seek validation from others who have experienced your service. Encourage your current patients to leave reviews via a call-to-action in your newsletters. In turn, feature these reviews in subsequent communications to boost your reputation and credibility.

Monitoring Your Patient Engagement Success

Understanding your readers and their engagement levels is key to creating an effective physical therapy newsletter. Traditional methods of measuring success aren't always applicable to online newsletters. This is where data-driven insights become your best friend.

1. Track Open Rates 

First and foremost, you need to know if your newsletters are being opened. Open rates give you a quantitative measure of engagement, clearly showing whether your subject lines are compelling enough. If rates seem low, experiment with different strategies to captivate the reader's attention right from their inbox.

2. Analyze Click-Through Rates 

While open rates show that your audience is opening your email, Click-Through Rates (CTRs) reveal their level of interest in your content. It reflects how many readers are clicking on the links you provide within your newsletter, indicating the strength & relevance of your content to your audience. 

3. Monitor Subscriptions & Unsubscribes 

Keep an eye on your subscription numbers. An increase in subscribers suggests your content is valued, while an upturn in unsubscribes shows a disconnect. Pay attention to feedback and make changes to better meet your readers’ needs. 

4. Gauge Patient Impression 

Engaging directly with your patients can provide invaluable insights. It can be as simple as a quick survey or feedback form at the end of your newsletter. This gives first-hand impressions of what's working and what's not, guiding your next move. 

The Bottom Line

Combining a patient-centered approach with strategic newsletter management can often be the difference between a thriving practice and an average one. Remember, fostering loyalty and generating positive reviews begins with establishing consistent, high-end communication channels. Online newsletters could be your first step in that direction.

Now that you know the importance and strategic aspects of physical therapy newsletters, why not take the next step? Amplify your outreach, patient engagement, and retention strategy with Empower EMR's Physical Therapy Patient Engagement and Marketing Software.

Book a demo today and discover the benefits firsthand.