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    P.S. Use this cost-effective marketing tactic to increase end-of-year profits


    3. Time 

    Look at your schedule three weeks from the campaign’s start date. Is the practice open? Are there enough time slots to see these patients? It would be ironic if you raised your patients’ awareness about monitoring their eye health and the year-end financial reasons to act and the practice was so busy that your competitors were now seeing your patients.

    Another element of this type of campaign that is time sensitive is generating the lists. Don’t frustrate your office manager or employees by asking for a list of patients that your software cannot easily generate. (A mailhouse can typically walk you through getting your address list into a viable file format and the upload process.) Mailhouses will ask for one of the following file formats and extensions:

    •  .CSV Comma Delimited
    •  .ASC ASCII text file
    •  .TXT ASCII text file
    •  .XLSX or .XLS Microsoft Excel Spreadsheet
    •  .ACCDB or .MDB Microsoft Access

    4. Traffic

    Don’t stop reading, get overly ambitious and fire off letters to ten groups of disease-specific patients. You may wind up overwhelming your staff and disappointing patients who are calling. Shoot for no more than a 20% increase in patient volume. Remember, excellence is patient care and caring is what creates a patient for life.

    By carefully orchestrating your staff man-hours and your resources, you can manage the increased patient flow without everyone feeling like burned-out air traffic controllers the week of Thanksgiving.

    Applying the preferred communication principle to campaign

    Donna Suter
    Donna Suter is president of Suter Consulting Group.

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