Sample Marketing Letter To Referring Physicians
Turn Your Crummiest Physician Referral Marketing Letters Into Powerful Patient Generators With These Tips
Many PT practice managers ask us for a sample marketing letter to referring physicians. They share their frustration when their physician letters don’t get results. That’s why we want to show you how to fix a sample marketing letter to referring physicians.
If that sounds worthwhile, grab a red Sharpie, and get ready to become a master clinical copywriter. And because well-written marketing letters to physicians are one of the most productive ways to influence referral patterns, we think you’ll find it’s worth the effort.
But first, before we start redlining, let’s get on the same page regarding what physicians toss and what they read.
What Gets Tossed: Letters that appear to have no clinical relevance, bury key ideas, or come across as a self-serving sales pitch.
What They Read: Problem-solving information (about their problem, not yours). However, the information needs to be easy to scan and clinically relevant.
Like most busy people, one part of a physician’s brain constantly scans the environment for solutions to everyday problems. This creates an opportunity to get their attention. So if you can find a way to make your problem-solution instantly evident, your letters will get read. It’s that simple.
How Long Should A Letter To Physicians Be? The “Shorter is Better” Myth
A COMMON MISCONCEPTION is that anything more than one page (or 2-3 paragraphs) will not get read. Really? Don’t worry about the length of the letter, worry about the formatting, flow, and the appeal of your message per the formula outlined below.
Think of it this way, when you receive information about a solution to a problem you’ve been experiencing, do you really judge it by its length? Have you ever received a marketing piece about a problem you want solved, and said, “Boy, I’ve been looking for a solution to that, and here it is, but it’s more than one page, so forget it.” Of course not. That would be silly. In fact, when you want a problem solved, having enough information is a prerequisite to taking action. However, you do need to make your key ideas shine through without making the reader labor.
Marketing experts who recommend the “keep it short or it won’t get read” philosophy are correct in one sense; when your message is not relevant, the reader will quickly give up. That’s why I like to restate the “keep it short” principle as follows: Your reader will give you an instant to start building a compelling problem-solving case, so make sure you use that moment well. To do that, we follow a time-tested method – The Results Formula (described below) – to help us determine what to say and how to say it so that every marketing letter gets predictable – and profitable – results.
What Should A Letter To Physicians Say and How Do You Say It Well?
What to say and how to say it are two entirely different things. As far as what to say, we’ve already covered that. You need to talk about the problems your audience wants to solve.
When it comes to saying it well, it helps to break your message down into 3 elements. Together, they create The Results Formula.
3 Elements For Physician Letters That Spur Physician Referral Response Response and Build Brand Awareness – The Results Formula
The Results Formula
Element 1: Interrupt & Engage. Use powerful headlines and subject lines to expose the problem and give the promise of more clinical problem-solving information to come. Focusing on problematic headline themes grabs attention. Every professional is interested in solving their problems, and the hint of a solution will engage the reader.
Good headlines (subject lines), suck the reader in. Think about how you read a newspaper or blog article. If you have read to this point, perhaps our headline “How To Fix The 2 Crummiest Physical Therapy Marketing Letters We’ve Ever Seen” reminded you of a problem you’d like to solve.
Next, in response to an engaging headline, the reader instinctively scans for additional clarifying information. It’s a reflex. They can’t help it. When that happens, your letter needs to help readers by using simple formatting techniques like bold text, underlines, call out boxes, etc. The right formatting makes it easy for the reader to assess how much more they want to read. At this point it’s time to shift from scanning to reading. That’s where education – element 2 – comes in.
Element 2: Education. Focus your text on building a logical progression from problem-description to practical solution. Use illustrations, charts, graphs, and any other showable evidence to help the reader draw a conclusion about your solution option.
Things to consider:
- Does your letter demonstrate special expertise?
- How does your information compare to your competitors’?
- Do you use headings, call-out boxes, bullets, and other formatting to help the reader get the logical flow just by scanning?
If your educational information builds enough credibility, your reader is now in a position to consider taking the next step with your offer, or call to action.
Element 3: Offer and Call To Action. Give your readers a variety of ways to take the next step to learn more. Most physical therapy marketing letters to physicians end with, “Give us a call with any questions.” This kind of offer is self-evident and incomplete. Your offer should include more resources for learning about what you do and how you do it. Your offer should be separated from the body copy for easy, scannable reference.
Red Sharpie Time: See How We Apply The Results Formula To 2 Of The Crummiest Sample Marketing Letter To Referring Physicians We’ve Ever Seen.
See the 2 Crummiest Letters Now and How We Rip Them Apart With The Results Formula To Score Their Power Level.