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In an attempt to generate more referrals, many doctors have started a newsletter program. With regular

mailings, you can develop a relationship with referring physicians and keep your name consistently in

front of them. These newsletters contain up-to-date information about the latest trends in whatever

specialty you are associated with. They keep other physicians informed as to the newest

developments. So how do you get started?

Here are the steps involved.

1. Develop a distribution list.

    Decide whom you want to send your newsletters to and in what areas. Do you want to stay local or

    do you want to expand past your town's borders? Once you know to whom you are sending these

    newsletters, keep a record of how many referrals you receive from each physician. This will serve as a

    good way to measure how effective the newsletters are.

2. Send an introductory letter.

    When you send your first issue, introduce yourself and the newsletter in a cover letter. Let the

    physician know how often the newsletter will arrive and that he or she should not hesitate to call you

    with any questions regarding anything in the newsletter. (For a sample introductory letter, click here.)

3. Perform an annual reader survey.

    It is a good idea to ask your readers how they feel about the newsletter. Do they find the information

    valuable? Is there something specific they would like to be included in the newsletter? The feedback

    you receive from the surveys will let you know how effective the program is.

4. Enclose special announcements.

    Your newsletter is also a means of communicating information about your practice. If you have added

    a partner, changed locations or are hosting a seminar, include that information in your newsletter. A

    one page insert is the easiest way to do that if you do not want to disrupt the layout of your

    newsletter.

5. Flag a key article.

    If you think a particular article in your newsletter will be of great interest to one of your referring

    physicians, send a short note along with the newsletter highlighting the article. The recipient will see

    that you have taken a personal interest in what he or she is interested in.

If all of this sounds like a good idea but is too much work for you and your staff, there are options.

The Hartwig Group will take your newsletter from beginning to end including writing, layout, printing and mailing. All you need to do is supply the list of doctors you want the newsletter to go to.

Developing a newsletter program is a smart and easy way to keep your name in front of referring

physicians. It is professional and does not give the impression that you are "after" them for referrals.