Measuring the results of newsletters is trickier than digital advertising. The most important thing to do is keep track of your New Patients, Reactivated Patients, and Total Visits on a spreadsheet every month. Direct mail results take some time to ramp up but assigning someone in your clinic to keep track of these numbers will allow you to watch for trends every 6 months.
In addition, you can use these tactics to track results:
- A call tracking system to see exactly who is calling from your designated Newsletter phone number. This is the best place to start as about 4x more people will call in than visit a website in our experience. Just be sure to feature the phone number prominently on the newsletter with a strong call to action.
- QR Codes. These add a modern touch, can be branded to your clinic, and are easy to use and see results. But, they aren’t perfect. Many people will just google you or type your website in instead of scanning a code so you won’t necessarily see all the results that are actually happening.
- Specific landing pages or URLs. A web developer can help you set up a new page or redirect url to send people to that can help see who’s visiting from your newsletter such as “yourwebsite.com/offer.” This is easy to include, though just like QR codes it won’t give you perfect data as some people will not use the link but may still contact you.
