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


    P.S. When low-cost is your only option

    When you do not have enough money or time, a well-worded post script can be your best friend. Whether you are the new doctor who doesn’t have a large database or the kind-hearted provider who accepts all those low-paying plans and really can’t afford the estimated 60 cents per unit cost of a fall postcard campaign, please consider adding a P.S. to emails and a red-ink P.S. to all patient-directed, routine postal pieces. (A customized stamp of your well-worded ‘P.S.’, purchased from a big-box office supply store, will work.) That’s using the power of the post script message with minimal investment.

    The P.S is one of those clichés of copywriting I learned last century at UGA’s Journalism School. Maybe you think it’s outdated. Maybe you think it’s unnecessary.

    That is, until you experience the logic of why it works.

    So, before we get into the weeds, do me a favor. Say the following words quickly, and then look away from the screen for a moment when you’re done reading the list.

    •        Clipboard
    •        Ophthalmoscope
    •        IOL
    •        Glaucoma
    •        Lane
    •        Dispensary
    •        Puppy
    •        Phoropter
    •        Computer
    •        Macula

    Okay, did you do the exercise?


    Donna Suter
    Donna Suter is president of Suter Consulting Group.

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