New West Physicians: Health E-News Electronic Newsletter

Challenge
Since most patients visit their doctors only once or twice a year, New West Physicians wanted to connect with patients on a more frequent basis to reinforce the relationship, make patients healthier and encourage more frequent on-site visits.

Strategy & Action

• Create a quarterly electronic newsletter as a way to reach patients and keep them up-to-date on New West happenings and advice to create and maintain healthy lifestyles
• Encourage subscribers to forward the e-newsletter to friends and family, giving New West an outlet to reach potential new patients
• To determine New West’s e-newsletter design and content, LPR participated in several new media training programs offered by PRSA
• Establish success benchmarks for the e-newsletter
• Customize templates consistent with New West’s Web site
• Conduct an online readership survey

Results

• New West’s e-newsletters have far exceeded the average benchmarks for both open and click rates
• Approximately one-third of survey respondents changed a habit as a result of information in the e-newsletter
• Nearly all (94.5%) of survey respondents reported that they are very satisfied or satisfied with the e-newsletter