e-mail marketing is one of the single most effective means by which you can build relationships with your patients.
e-mail marketing done wrong is annoying, done correctly it is extremely powerful.
Think about it, one of the reasons that e-mail can be annoying is because it invades our personal space and is direct with its approach. It's a powerful communication tool, but if abused is annoying.
Now think about an e-mail that you have wanted to receive in the past, perhaps an e-mail that contained some information that would help you with a medical problem or resolve some other issue for you. You want to receive that e-mail, indeed you are looking out for it. THIS is the e-mail marketing I'm talking about.
Not every patient that visit your website is ready to request an appointment, some people are still in the information gathering stage of their decision-making process. Offering these people a free guide which answers their questions and educates them about their options works perfectly here. Offering a free guide in exchange for an e-mail address allows the patient to receive the information they want and asked to drop them into a very gentle and ongoing relationship building e-mail campaign where we answer their questions and provide information about solutions to the problem.