Faxes to doctors and medical practices do work well – when done correctly. You could be marketing your medical devices, pharma, your healthcare services, software or even trying to market your practice to potential referral sources.
If you are using our HIPAA compliant healthcare CRM, these are available quite easily (pre-built). If you are not using NisosHealthCRM, here are the steps you can follow to do the same manually.
- Get an account with decently priced broadcast fax providers like openfax, clicksend etc. Try to keep your bulk fax pricing near 3 c/page.
- Prepare a few versions of “one sheeter” for whatever marketing material you want to fax.
- Prepare your list of provider offices you are marketing to. Ensure that your fax numbers are correct format (e.g. +11231231234) as some vendors need the country code as well.
- Make sure that you have a google sheet or spreadsheet that will help you keep track of the bounced fax numbers.
- Make sure you have a google sheet or spreadsheet to keep track of the “opt out” fax numbers.
- Have a spreadsheet or google sheet to keep track of which faxes you have sent on which data to which providers, with which version of the one-sheeter marketing template. Finally, you might want to add a column to capture the leads generated per set of marketing faxes sent (to measure the ROI).
- Make sure that you have a phone number set up that doesn’t make the callers jump through hoops to get to you (or your team).
Medical Marketing One sheeter
If you are in marketing, you already know about A/B testing. You are aware that you should be testing out your marketing copy before you automate or scale anything.
This is why we advocate creating multiple versions of your one sheeter (PDF or word document).
If you don’t live in the world of faxes, you should know or be aware that faxes don’t’ look as pretty as your word document or PDF. By the time someone receives the fax, it does look quite “ugly”.
Don’t try to cram too much information into one fax.
Do not use small fonts – aim for font sizes of at least 14 and higher.
Avoid the use of fancy fonts – God only knows what that will look like when it arrives at your prospect’s fax machine.
Don’t use fancy images – they come out looking pretty bad at a fax machine (and do use up quite a bit of ink).
Whatever you do – do NOT forget to include an “opt out” fax number, phone number or email address. You need to be in compliance with TCPA. There are “Disclosure & Opt-Out Requirements” that you need to adhere to.
If you are going to be sending personalized or mail merged faxes, then make sure that you are preparing your one sheeter with the appropriate variables that you want to “mail merge”.
Below are some fax one sheeter examples – feel free to edit and use them. There are several one-sheeter templates in NisosHealthCRM for you to edit and use for your convenience as well.
Healthcare Marketing list preparation
As any good marketer, you are going to need your marketing list prepared. If you use NisosHealthCRM, you already have several lists to choose from. If you are a paid subscriber, you can create custom searches and build your own marketing lists.
Prepare a google sheet or spreadsheet with your marketing list. It would look something like this (below). As we have discussed previously, you can get this information from CMS’ NPPES database, from provider/hospital/dialysis centers etc compare databases or from PECOS databases as well. There are several public databases for you to build your marketing lists from – however, do keep in mind that these public data sources are notoriously unreliable/outdated.
Here’s a sample of a spreadsheet that you might want to use
Doctors Marketing list cleaning
If you have been in marketing for any length of time, you are well aware of the list cleaning tasks 🙂 It’s a necessary evil that we all need to get done each day. Of course, if you are using our NisosHealthCRM, this is taken care of, on your behalf.
Each time you send a batch of faxes, you are bound to get some bounced faxes / faxes that didn’t go through. Keep track of each of the fax sent statuses because not all “undelivered” faxes are wrong numbers. Sometimes, faxes bounce because of “no answer” or “wrong number” or “blocks” or “busy” signals etc.
For many such undelivered faxes, you can retry sending the faxes at a later date/time. Each fax broadcast vendor will also give you a list of fa numbers that failed during delivery.
You might also want to add numbers to your global “blocked list” to avoid re-sending marketing faxes to folks that have “opted out”.
Before you hit send on your faxes, you are going to need to rid the sheet or spreadsheet from duplicate data as several locations of a practice might end up having a centralized fax number/fax server.
Now you are ready to send marketing fax broadcasts.
Sending the marketing faxes to doctors or practices
This part is entirely up to you – whether you want to send the fax as a mail merge (to personalize it) or whether you want to send the faxes in a generic blast fax batch. Each has its pros and cons – and is not mutually exclusive.
Make sure that you update your marketing / fax tracker spreadsheet with the list you sent faxes to, which version of the fax template you sent, date you send the faxes.
Here’s an example fax log spreadsheet that you can use
If any of your prospects showed any interest, make sure you update this spreadsheet with leads and the source campaign being “faxes”.
Each time a fax broadcast finishes, you will get a report on how many succeeded, how many failed and typically, the fax vendor will send you a broadcast report.
Again, all these are available out of the box in NisosHealthCRM.
Personalizing your marketing faxes
If you are doing mail merges or personalizing your marketing faxes, follow these steps if you are not using NisosHealthCRM.
- You can use your fax broadcast provider to mail merge and send faxes on your behalf. OR
- You can create those mail merged faxes yourself (more control) and there after, send those faxes via Fax api calls.
If you are using your fax broadcast provider to get it done, then follow the steps that your provider tells you to follow.
If you are merging PDFs to fax yourself, then follow these steps below.
Install Autocrat for google sheets. Once you install it, the addon will show up like this
If by chance you do not see the add on, then refresh your google sheet and then try again. It should show up.
Hopefully you have already stripped your marketing list of some “not so personal” names like P.A, PA, INC, L.L.C., LLC, M.D., MD , O.D, OD, etc. If not, go ahead and do that first as they don’t really look “good” for personalized faxes 🙂
Make sure you use the google sheet or spreadsheet built in function to remove duplicates as well – there’s no point sending 2 faxes (each fax costs money, as you already know).
Prepare your template file with some variable names e.g. (see below)
These are the variables that will be replaced by Autocrat from the spreadsheet that you have the variables in.
Next, launch Autocrat and create a job.
Next, go through the steps and make sure that you merge the columns appropriately. Specify the folder where you want Autocrat to place the mail merged files (pdf or google doc). Make sure you see a “PREVIEW” with the first mergeable row (Autocrat has this function built in).
If you have done correctly, you will see a preview (based on the variables mentioned above) like this:
For the following data
Now, fire away. Run the job for all your mail merge data. This will take a while based on the number of rows your spreadsheet has.
All the PDFs will be created in the folder you specified in your Autocrat job. These PDFs are now ready for you to fax them.