Newsletters Made Simple

Introduction

What Can a Newsletter Do for Your Practice?

• Educate your client base and foster compliance with wellness programs;
• Maintain critical client contact;
• Convey the value of your veterinary services;
• Enable you to introduce new services and procedures;
• Introduce new staff to your clients;
• Provide updates on disease outbreaks and current patient health concerns;
• Function as a marketing tool – introducing the practice to potential clients and continuing to market services to existing ones;
• Allow you to address “practice housekeeping” issues (financial forms, policy changes, etc.).

• What do you hope to accomplish with your newsletter?
• Who are your readers? Stratify/analyze your client base by knowledge level/experience and horse owner type.
• What is your budget?
• How often will you send it out (bi-annually, quarterly, monthly)?
• Who will write, edit and proof the newsletter? Options include doctors, staff members and/or outside writers/editors. Consider each individual’s writing and editing skills and knowledge base. If you do not have the time or manpower, consider using an outside source to put together the newsletter.
• What format suits your goals and budget (single sheet, 4-pages/folded, 4-pages with inserts, etc.; color, black and white or a combination)? Remember that quality is more important than the number of pages.
• How will it be distributed? Options can include mailing with bills, direct mailing, bulk mailing and/or distributing through outlets such as tack shops, barns, etc.

Collect your information, ideas and photos on an ongoing basis, and save them in files and on your computer. Topics can cover a broad range of issues including preventive medicine, lameness, dentistry, parasite control and general health concerns. Information sources can include:

• Client feedback;
• Staff input – ask at staff meetings;
• Trade and veterinary journals;
• Colleagues (network at meetings, using email, etc.);
• Other newsletters for ideas.

• Design the masthead that you will use on each issue, and do not forget to incorporate your logo and possibly, a version of your mission statement.
• Choose the software that you will use to create the newsletter, and if you use a commercial printer, be sure to check about any special requirements.
• Decide on the newsletters format: number of pages, color and/or black and white ink, weight of paper, etc.
• Create a template layout: contents, introduction, seasonal issues, continuing education, Q & A, etc. Save the template on your computer.

• Have a layout meeting. This is where the doctors and any other contributors meet to outline the issue’s general theme. Choose someone to coordinate the piece (an editor).
• Make writing assignments with firm deadlines: submission guideleines for submitting (electronically, etc.) and submission guidelines for style (using the practice’s standard fonts, etc.).
• Make sure that writers are sensitive to their audience – avoid “medical speak”, use humor, try to have the piece reflect what sets your practice “apart from the pack.”
• Use photos – a picture is worth a thousand words.
• Print at least part of the newsletter in color, even if cost dictates only a small amount of color. A colorful newsletter creates a more attractive and effective product.
• Have the editor add the artwork and additional photos, edit the text and create a rough draft when the articles are submitted.
• Have doctors proof the piece for medical and factual accuracy. Other staff members can proof for readability, grammar and spelling.

If you are not printing the newsletter in-house, save it on a disk or CD and send it to your printer with a hard copy. You will need to select color and weight of paper, calculate the number of issues to order and decide who will do the folding.

There are a number of distribution methods from which to choose. To reach existing clients:

• Enclose the newsletter with invoices or monthly statements; however, you may only reach clients with outstanding invoices using this method.
• Use bulk mail. Make sure to first check out the requirements. This method usually requires a permit, an annual fee, indicial printing and mailing fees, and it may follow a special mailing protocol. Delivery dates to different locations will vary.
• Use direct mail. This method costs more, but timing and delivery are assured.

To reach potential clients, you can drop off copies at boarding barns, include the newsletter in packets for new clients and distribute them at client education meetings, etc.