What should a dental practice newsletter actually contain to engage readers? Personal life. Vacations, family, hobbies, the practice's annual ski trip, the doctor's kid's soccer championship, the staff member who just got engaged. Patients find these things far more interesting than your latest clinical capability. The instinct among professional newsletters is to fill them with technical content: new procedures, technology arrivals, CE certifications. Those topics get skimmed and discarded. The personal content gets read, remembered, and discussed at dinner tables. Personal content also creates the mini-celebrity effect: patients feel they know you, which compounds trust. Keep the clinical content brief and [...]

What should a dental practice newsletter actually contain to engage readers? Personal life. Vacations, family, hobbies, the practice's annual ski trip, the doctor's kid's soccer championship, the staff member who just got engaged. Patients find these things far more interesting than your latest clinical capability. The instinct among professional newsletters is to fill them with technical content: new procedures, technology arrivals, CE certifications. Those topics get skimmed and discarded. The personal content gets read, remembered, and discussed at dinner tables. Personal content also creates the mini-celebrity effect: patients feel they know you, which compounds trust. Keep the clinical content brief and [...]

What should a dental practice newsletter actually contain to engage readers? Personal life. Vacations, family, hobbies, the practice's annual ski trip, the doctor's kid's soccer championship, the staff member who just got engaged. Patients find these things far more interesting than your latest clinical capability. The instinct among professional newsletters is to fill them with technical content: new procedures, technology arrivals, CE certifications. Those topics get skimmed and discarded. The personal content gets read, remembered, and discussed at dinner tables. Personal content also creates the mini-celebrity effect: patients feel they know you, which compounds trust. Keep the clinical content brief and [...]