Spotlight on Technology and Technique
Reaching Patients in Cyberspace
The Internet is a great tool for finding and holding onto patients. A new product promises to make that process faster and easier than ever.
BY CHRISTOPHER KENT, SENIOR ASSOCIATE EDITOR

In these days of tough competition and a tight economy, capturing patients and maintaining a dialogue with them is an essential part of practice survival. And with more prospective patients becoming Internet-savvy, marketing your practice via the Web has become an increasingly effective way to accomplish this.

A new software package from Einstein Medical, Inc., called IMPACT, can help in two ways. Linked to your Web site, it compiles and organizes a database of patient and prospect information. And, with or without the Web site connection, it serves as a communications device that makes it quick and easy to stay in touch with patients and prospects, raise awareness of your practice and respond to needs and questions.

Bringing patients into the fold

When linked to your Web site, IMPACT provides a way for prospects to contact you -- while it captures their contact data and interests. If a patient likes what he sees when he visits your site, he's asked to fill out a simple information form. When he submits the form, his information is automatically added to your IMPACT database.

Instead of responding to each initial contact individually, you can tell IMPACT to send back appropriate information automatically. For example, if the patient expresses an interest in refractive surgery, the program can automatically send an invitation to an upcoming LASIK seminar. It can also:

• send a reminder 3 days before the seminar
• send a map and directions the day before the seminar
• A send a "thank you for attending" note after the seminar.

Once multiple contacts are in the database, you can organize them into different e-mail lists, based on whatever criteria you choose. (If you prefer not to link IMPACT to your Web site, you can use it as a communications tool, incorporating contact information collected from your existing patients.)

Maintaining a dialogue

IMPACT makes it easy to send groups (or individuals) any of several different types of e-mail communications as often as you wish. Message options include brochures, practice updates, newsletters, seminar information, appointment reminders, thank-you notes, greeting or holiday cards, coupons, and invitations to special events.

To create a mailing, you can choose a pre-existing template by clicking on the appropriate icon. Then, you change or add whatever images or text you wish, such as pictures of your staff, a map with directions or photos of recent events. (Einstein Medical can scan in photos and make changes for you, if you prefer.) The newsletter template also comes with an article archive that's periodically updated.

Once the piece is prepared the way you want it, you choose an e-mail list from your database and the program sends it to everyone on that list. Each message addresses the recipient by his or her name. (For convenience, you can save copies of the items that you send out as templates for your own future use.)

Of course, because e-mail is interactive, patients and prospects can easily contact your office with questions. Requests for information can be met by e-mailing the appropriate brochure or newsletter. More specific questions can be answered by you or an assistant.

Features and benefits

In comparison to traditional marketing, IMPACT offers numerous benefits:

• It's interactive. You can communicate directly with individual prospective patients (as well as existing patients).
• It costs less than many other marketing methods.
• It automatically accumulates a database of "pre-qualified" prospects, with contact information and areas of interest.
• It maintains a higher profile for your practice.
• It can help increase referrals.
• It's easy for patients to use.
• It's easy for a doctor or technician to set up and use.
• You can use IMPACT to test patient receptivity to different practice offers and options. Responses to mailings begin to appear within hours, and results can easily be tracked and statistically analyzed.
• Technical support is always available if you need help for any reason. (One specific consultant is assigned to work with your practice to ensure that you always get the help you need.)

Einstein Medical's IMPACT makes it easy to create attention- getting, personalized e-mail messages using templates and focused mailing lists. A sample result is shown below.

Comments from the field

Ann Fluty, chief operating officer at Eye Physicians & Surgeons, P.C., Atlanta Eyewear, and Atlanta LASIK Center in Atlanta, Ga., has been beta-testing the system for several months.

"Visiting a Web site is like having a brochure -- it's a one-way communication," she points out. "In contrast, IMPACT is interactive. I can respond to patients and update them based on their interests. And unlike a regular mailing, e-mail gets a response in hours instead of weeks or months.

"It's also great for getting feedback. We sometimes use it to try out more retail-driven things like offering a special on sunglasses. We can see very quickly how patients react.

"I don't have a staff to develop these mailings, but the simplicity of the system makes it easy to do myself. And if I have a question, there's always someone at the company to help me. They call right back and walk me through anything. The service has been impeccable."

Marilyn Pelias, M.D., of Circleville, Ohio, who specializes in cosmetic surgery, has used IMPACT since April. It's tied into her Web site, which was created by Einstein Medical. "I like IMPACT a lot," she says. "Patients fill out the contact sheet, the software sends the information to me and I drop them into different categories by inquiry. Then I broadcast to whichever group is appropriate. For example, I can invite patients to seminars or invite referring doctors to a cocktail party to showcase a new procedure.

"At first I was leery over the cost of setting up the Web site, but in the 3 months that the system has been up and running it's paid for itself several times over. I recommend it, particularly if you're trying to grow your practice."

A sample e-mailed invitation created using IMPACT.

Onto the information highway

IMPACT has been beta-tested by 130 different medical practices across the country. Einstein Medical plans to release the commercial version before the end of the year.

Ted Ricasa, director of marketing at Einstein Medical, says the cost of IMPACT will be based on the number of e-mail messages you send -- like buying a prepaid phone card. You pay ahead of time for the number of messages you want; when you've used them up and you're ready to buy more, you can use your credit card to purchase them online. The more messages you buy at a time, the lower the price per message.

For more information about IMPACT, call (800) 258-9221, or visit www.einsteinmedical.com on the Internet.

Are you aware of new products or technology that have made (or are likely to make) a significant difference in practice? Contact Christopher Kent at kentcx@boucher1.com   to find out about possible coverage in a future issue.