It’s hard to put an exact value on patient feedback, but it’s somewhere up there with gold and premium gasoline. If you’re serious about future marketing efforts for your practice, you have to know what your patients think of your clinic. Written surveys are one of the most cost-effective means for monitoring patient perception regarding your services. When conducting surveys, here are some suggestions:

1. Stick mostly to multiple choice or check-the-box questions. If you include more than a couple of fill-in-the-blanks, response typically drops by half.
2. Ask people what they like most about your practice - use any great reviews as testimonials. Don’t forget to get permission to use the patient’s name if you will be using their testimonial!
3. To triple response rates, offer a small but desirable reward, or enter respondents in a sweepstakes to win larger prizes.

Without question, direct mail is one of the most powerful marketing tools at your disposal. When done correctly, it opens doors, turns strangers into customers and bolsters the bottom line. The ground rules aren't hard or complicated, but they will help your marketing piece go from ho-hum to humming!
Here are some suggestions regarding direct mail as a marketing tool for your practice:

• Write a Great Headline - No other part of your message has greater impact on readers. Studies show the right headline can increase response rates by 400%.
• Bulk It Up - Add an irresistible promotional item like a custom-shaped magnet and light-up pen to bulk up your mailer. A million and one inexpensive items are available out there for you to choose from!
• Talk Benefits- Tell your patients how you are going to help them through their recovery process and have a healthier life. Remember the motto: WIIFM - What’s In It For Me?
• Use Endorsements - Nothing adds more credibility than third-party success stories! Don’t forget to get permission to use the patient’s name if you will be using their testimonial!
• Reduce the Risk - Offer an introductory period to assure them that your clinic is there for them throughout their physical therapy experience.
• Ask for their Business - A direct mail piece without a call-to-action is like Superman wearing kryptonite tights! Give clear instructions regarding what action should be taken - i.e., call for an appointment, visit our website or refer a patient and be entered into the raffle.