Doctors, nurses, and discharge planners have a different perspective on your services than patients. They have a greater knowledge background and are able to discuss health care with more specificity. In fact, they prefer that level of communication. Sending your patient-oriented newsletters to doctors may facilitate top-of-mind awareness, but it can also backfire as some doctors will perceive this as you wasting their time or insulting their intelligence. Feedback that our clients receive from doctors and case managers often includes negative remarks about competition sending newsletters that are too dummied down to be of interest to them.  Doctors are high-value targets for home health and physical therapy. The potential they offer your business justifies the investment in materials made just for them. Custom-made, physician-oriented newsletters will provide subject material that interests your medical referral sources and promotes your image as a true professional.

Imagine you are a busy doctor taking a short lunch and flipping through the stack of papers physical therapy practices have sent. Practice B sent a newsletter explaining the difference between rheumatoid arthritis and osteoarthritis, and the article is written at an eighth-grade reading level. Practice A sent a newsletter showing the scientific evidence supporting its treatment protocol for osteoarthritis of the knee. The article reflects the writing style of a scientific journal. If you understand doctors, you understand that Practice B will look bad in this situation.

If your practice or agency is busy, it is very likely that you will find it difficult to invest the time each physician-oriented newsletter deserves.  For professional assistance with newsletters from a consultancy that knows the difference between patient education and physician education, follow this link: Newsletter and Bulletins