Early in my consulting career I promoted the professional practices of physicians, dentists, and financial planners. The idea was to generate more patients and clients for them, which I did. I sent this direct mail letter to physicians to solicit their business, and enclosed a reply form. I was already busy, and this mailing produced more response than I could handle, a good problem to have.
Unlike today, when this letter was written both dentists and medical doctors strongly disliked advertising. Anything that smacked of advertising or self-promotion was automatically rejected.
Dear Dr. Turzanski:
Are you a good candidate for PR?
- On the cutting edge of your profession?
- Doing something new and different that the public needs to know about?
- Enthusiastic about what you're doing?
- Already successful, desiring more success?
Are you concerned about increased competition in your field?
- In 20— there were 310,000 doctors; in the year 20— there are likely to be 643,000.
- "Private Practice" magazine says that "doctors must realize that no matter where they went to medical school or how' board certifiable' they are, they are not guaranteed a successful practice (July 20—).
- "Physicians feel they are under siege," says Dr. Richard Wilbur, Executive Vice President of the Council of Medical Specialty Societies.
Public relations (PR) can help you specialize or increase the size of your practice without advertising.
(Last year one of our clients received free radio, television and newspaper interviews worth $28,824.50. Another doctor added 250 patients to his practice.)
If the topic of "practice-building" interest you, I'd like to visit your office to show you what we do and explain the results others have gotten.
Please return the enclosed reply letter, or call 303-555-1212.
Warm personal regards,
Bill Frank