The survey of more than 250 dentists and dental specialists found that use of patient newsletters as a dental marketing tool will increase significantly, from 22% of practices surveyed in 2012, to 38% in 2013.

1. Patient Newsletters for Dentists Rise in Popularity
Dentists will continue to use patient newsletters to market their practices in 2013,
according to WPI Communications’ recent Dental Marketing Barometer Survey.
The survey of more than 250 dentists and dental specialists found that use of patient
newsletters as a dental marketing tool will increase significantly, from 22% of practices
surveyed in 2012, to 38% in 2013. This increase will make patient newsletters the dental
marketing activity with the second largest jump in use from 2012 to 2013, second only to
newsletters to referring providers.
The annual survey evaluated 17 different marketing activities by dental specialty,
reaching out to endodontists, general dentists, oral surgeons, orthodontists, pediatric
dentists, periodontists and prosthodontists. The marketing activities surveyed included
direct mail, lunch-and-learns, newsletters to referring health care practices, patient
newsletters, practice brochures, print advertising, radio, Web site, yellow page
advertising. It also looked at social media marketing tools such as Facebook, Google +,
Twitter, YouTube and others.
According to the survey, four categories of dentists will make the most use of patient
newsletters in 2013. Those categories include
 pediatric dentists, who will lead, with 55% expecting to use patient newsletters
this year, compared with 34% in 2012
 general dentists, who will follow closely, with 53% planning to communicate
with their patients using print or eNewsletters this year, compared with 30% in
2012
 orthodontists, of whom exactly half plan to use patient newsletters in 2013,
compared with 29% in 2012
 prosthodontists, 39% of whom plan to use newsletters to reach patients in 2013,
compared with 26% in 2012
What is prompting this increase? In my nearly 30 years of newsletter marketing
experience, I have found that newsletters have proven to be a popular marketing option
because they demonstrate concern and strengthen relationships, in this case the dentist-
patient relationship. Dental patient newsletters are a convenient and impressive way to
keep in touch on a regular basis, much more frequently than office visits.
Patients can choose from a number of dentists. So it’s even more critical that dentists
maintain communications with their patients and patients’ families.

2. Finally, dental patients are savvier than ever before. And so are parents of young children
who need dental care. They will carefully research and comparison shop to be sure they
find the absolute best pediatric dental care possible for their children. A high-quality,
educational, reader-friendly digital or print newsletter, delivered consistently, can go a
long, long way toward reinforcing that your practice is their best choice.
For more dental marketing trends download the free 2013 Dental Marketing Barometer
Survey results and analysis.
About the Author:
Steve Klinghoffer is president of the newsletter marketing firm WPI Communications,
Inc. In the past 29 years, he has helped thousands of professionals market their practices
through client and patient newsletters, referral-generating newsletters and Web site
content. For more information, please call 800-323-4995 or visit
http://wpicommunications.com.