Physician Marketing: Industry Example of a Warm Welcome Letter that Wins Friends

By Stewart Gandolf
Chief Executive Officer

appointment writingA package arrived in the mail recently containing an inexpensive computer case that had been ordered online. We were expecting the product, but the enclosed letter from the business owners was a surprise. It was a good one.

Their letter is an example of how a small effort—at virtually no cost—can win friends and cement a relationship. A physician’s office or healthcare provider can use the principles of this letter from industry in shaping a “welcome to the practice” note or other short and timely communications.

First, the (slightly condensed) text of the letter:

Greetings, and thank you for your purchase of the Onhand X-Band by TKO Solutions.

The X-Band is the premier iPad casing solution for professionals. Simply fit the four leather straps around the corners of your device, ensure they are secure, and you are ready to use. Lift the neoprene backing and slide your hand in [to hold] however is most comfortable for you.

Now the beauty of the X-Band—with it securely on your hand—is that you can [use your iPad] with no fears about dropping and no fatigue from grasping the edge. It’s all very comfortable and natural.

Simple, elegant, practical. Use the X-Band to “Get a Grip” on your iPad; a truly original insurance policy against clumsiness that we are all prone to from time to time.

After you’ve used your X-Band for a while, let me, and others, know what you think. Drop by the Facebook X-Band page [and] post on the wall to let us know how you’re using it. Heck, upload a picture of you and your X-Band in action!

Thank you again for your purchase.


The TKO Solutions Team

Here are several things we liked about this brief note.

  • It was written in a casual tone of voice. Not technical (or clinical); like a friend talking to a friend.
  • Useful instructions and a description of benefits reinforced the original purchase decision.
  • What’s next; followup and follow-through directions.
  • There’s a feeling of a continuing relationship beyond having “made the one-time sale.”
  • There’s a sincere solicitation of user feedback to the company and to friends.
  • Signatures appear to be from real people, and not from “Inspector 22” or nameless “Customer Service.”
  • It was unexpected. The extra effort of sending a letter was appreciated.

If this kind of letter had come to us following the first visit to a physician’s office, it would have been a low cost and pleasantly surprising reinforcement of the relationship between provider and patient, and helpful assurance of a positive patient experience.

Disclosure: The TKO Solutions firm is new to us, and we have no business relationship or vested interest except for this first purchase. We only wanted to share the marketing principles that we saw at work in their letter…but we may order from them again in the future.

Stewart Gandolf
Chief Executive Officer at Healthcare Success
Stewart Gandolf, MBA, is Chief Executive Officer of Healthcare Success, one of the nation's leading healthcare and digital marketing agencies. Over the past 20 years, Stewart has marketed and consulted for over 1,000 healthcare clients, ranging from practices and hospitals to multi-billion dollar corporations. A frequent speaker, Stewart has shared his expertise at over 200 venues nationwide. As an author and expert resource, Stewart has also written for many leading industry publications, including the 21,000 subscriber Healthcare Success Insight blog. Stewart also co-authored, "Cash-Pay Healthcare: Start, Grow & Perfect Your Cash-Pay Healthcare Business." Stewart began his career with leading advertising agencies, including J. Walter Thompson, where he marketed Fortune 500 clients such as Wells Fargo and Bally's Total Fitness.



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