General, Marketing with Mansfield

(Now, more than ever!) Why you really need an email newsletter!

Eintouchmail marketing is the most cost-effective and quantifiable way to market your company’s products and services. If used correctly and effectively, permission-based email marketing can easily become your number one customer acquisition and retention tool. Here are five great reasons why patient care facilities should send an email newsletter.

Budget friendly

What exactly does that mean? You have a newsletter subscription list of 500 people and you want to mail them on a monthly or weekly basis. What is that going to cost you? Postage alone will cost you over $200.00 (at least!)

Email newsletter services can charge around $25 a month to maintain a list of up to 500 subscribers.

The intended recipient IS the intended recipient

You send an email to an individual. Period. There is nothing (except maybe a spam filter) to get in the way of your communication.

When you send out a direct mail piece, you cannot guarantee that it will end up in the hands of the person you sent it to.  You just can’t.

Analytics

THIS. This should be the one and only reason for using an email newsletter versus any other type of marketing technique (but some people need more than one reason…)

With an email newsletter, you can tell:

  • When someone opens the email
  • What links they clicked on
  • How many times they have opened the e-mail, and
  • Who has not received the newsletter with the bounce report.

You will never get that kind of data from any mailing you have ever done. You can’t. It is impossible.

Sharing the first open-rate and click-through-rate reports with a new email newsletter customer is so much fun. They are always amazed. Oftentimes they have never seen anything like it. Measurable results are a beautiful thing to anyone even remotely interested in their ROI. In this mixed up, crazy time who doesn’t want to see exactly what they are getting for their money!

Build that pipeline!

Your email newsletter keeps you at the top of your prospective customers/clients/patients minds until they are ready to buy. If someone shows an interest in what product or service you are providing – by replying to the email newsletter or clicking on a link, you can follow up immediately. An email newsletter lets you communicate regularly with your target markets on a consistent and regular basis – share your expertise, customer testimonials, specials and information products.

With each issue that goes out you are establishing credibility, reinforcing familiarity and creating a relationship. People like to do business with those that they know, like and trust. What better way to get someone to “know” you than to communicate with them on a regular and personal level.

Stay in touch with your loyal customers

Everyone knows the statistics on the cost of getting new customers versus keeping existing customers. It costs 8 to 10 times more to acquire a new customer than it does to keep an existing customer.

In O&P patient care, the patients you have to worry about losing are the “easy” ones. The ones you fit successfully without a whole lot of trouble. They did not have any real issues you had to contend with – no big problems to solve. They go home, go about their daily lives and then all of a sudden someone else comes along, does a better job of marketing to them and they are gone!

What happened?

Did you know? When customers have a problem and you fix it, they are actually going to be even more satisfied than if they never had a problem in the first place. True.

Communicating regularly with your existing customers shows that you care about them and want to continue to improve your relationship with them. You want to show them what is new in orthotics or prosthetics. What they need to know about – whether it is reimbursement related or new technology.

Here’s a true story of how an email newsletter could have benefited Ms. CPO who shared this story with me several years ago.

“A prosthetic patient, Sammy, came in to say goodbye and thank me for my years of care. He was going to XYZ O&P because he had received a mailing from XYZ highlighting a fancy new type of limb covering.   I convinced Sammy to stay by explaining that any prosthetist, nationwide, has access to that particular product and that he didn’t need to go to XYZ but could continue receiving care from me.”

In relating the story to me, she was furious. “How could he do that to me? I have taken care of him for years!” she ranted. “Why doesn’t he know that we (practitioners) can all buy the same parts?! That I can get him the same covering?!!”

My answer?

“Sammy did you a favor. He could have just left and not said anything at all and you never would have had the opportunity to win him back. When was the last time you let your patients know what products and services, especially the newsworthy ones, you provide?”

An email newsletter makes it so easy for you to keep your existing customers updated on all the new products and services you provide. It also provides an opportunity for you to remind them of all your other products and services. Do they think you are just the “AFO guy” because that is how they know you? They may have no idea that you provide prostheses or custom knee orthoses.

Tell them.

It can make the difference between keeping a patient and having them head down the street or across town for that “new” patient experience!

Questions? Stories? Need help with YOUR email newsletter?

Email me. Elizabeth-at-cecpo.com

General, Marketing with Mansfield

Silver Linings.

Retro cartoon with texture. Isolated on White.This is going to be a quick one! I have to do website updates and email newsletters for O&P patient care facilities, vendors, manufacturers and state associations and AAOP chapters regarding the COVID-19 pandemic and how it is affecting…LIFE.

My parents both have Parkinson’s. That is tough. It was even tougher when they could not participate in programs, support groups, seminars or other face to face events because they couldn’t drive to them pre-COVID-19.

This morning my mom sent me an email from NeuroChallenge.org. She’s on their email newsletter list. Neuro Challenge is a foundation that puts on all kinds of great programs and events for people with Parkinson’s in the Port Charlotte, Florida area. Her email said, “Programs which were too far away from us to attend are now virtual – A silver lining!!”

Neuro Challenge improvised, adapted and overcame which led to a silver lining for my parents.

What are you going to improvise, adapt and overcome that will bring a silver lining to your patients, customers, stake holders?

Need help? Let me know.

General, US ISPO

Hawaiian Premiere of “1500 Miles” at the US ISPO Pacific Rim Conference in Maui

2013-06-13-1FOR IMMEDIATE RELEASE
CONTACT: ELIZABETH MANSFIELD, BOARD CHAIR, US ISPO
ADMIN@USISPO.ORG, 833-487-4776 DIRECT

US ISPO to Bring Uplifting Ultratriathlon Documentary “1500 MILES” to MAUI

Join this special one-­time screening of a film that celebrates amputee athletic triumph.

LAHAINA, HAWAII, JANUARY 6, 2020 – US ISPO will be hosting the Hawaiian premiere of the award winning documentary “1500 MILES” at the Sheraton Maui Resort & Spa on January 21, 2020 at 1:30pm in the Maui Ballroom.

“1500 MILES” chronicles the accomplishments of 27-year-old amputee/ultratriathlete Nicole Ver Kuilen, in which she and a support team of three additional women completed a two-month, 1500-mile triathlon (called “Forrest Stump”) from Northern Washington to Southern California. The ultratriathlon event was undertaken to call attention to the discrimination against aspiring amputee athletes who are denied insurance coverage of appropriate prosthetic technology, allegedly to cut costs.

View the Trailer for the film at:  https://vimeo.com/236037173

  • Nicole Ver Kuilen is an amputee athlete who challenges herself to swim, bike, and run from Seattle to San Diego. She has the endurance and passion to make it to the end. The biggest question is: will her prosthesis survive the journey?

Immediately following the premiere, Nicole Ver Kuilen and Natalie Harold of Forrest Stump (http://www.forreststump.org/) will join an international panel of rehabilitation medicine experts to discuss the issue of access to care for the limb loss population.

The film is being screened in association with US ISPO (https://www.usispo.org/), the United States Member Nation Society of ISPO (https://www.ispoint.org/page/About). ISPO is a global multidisciplinary organization, of over 75 member nation societies, that promotes access to appropriate and equitable rehabilitation, mobility devices, and other assistive technology to improve the quality of life for people with reduced mobility.

Tickets can be obtained at: https://www.eventbrite.com/e/hawaiian-premiere-of-award-winning-documentary-1500-miles-tickets-88580842685?ref=estw

“I just want to run. I want to be free to move. I want to be an athlete. I want to be like everyone else.” said Nicole Ver Kuilen.  “I hope one day our society can become more compassionate and empathetic to understand the struggles people without privilege face, and use that knowledge to guide decision making. You don’t need to walk a mile in my shoes to understand; you need to open your heart to being more compassionate.”

Download images and video clips at:  http://www.forreststump.org/1500-milesFS