1.

Define communication needs and preferences

Start by clarifying your communication needs and understanding your audience’s preferences. Consider these questions to help determine if a print newsletter or another communication channel will best meet your needs:  

• What is the message? 
  Consider if the primary purpose of your communication is to inform, promote a test or location, build loyalty, or encourage behavior change.
• How often will information be referenced?
  Whether the information is something your audience will read once or something you expect they will reference multiple times will impact the tools you use.
• Who needs this information? 
  Consider how your audience prefers to receive information.
• What are your audience’s preferences and expectations?
  Knowing how your audience typically receives information from you, as well as how they prefer to receive information, can influence your initiative.
• What is the urgency? 
  Time-sensitive content may call for a faster or more flexible format than more timeless topics.
• What is your budget and staff availability?
  Resources will influence both the format and frequency of your communications.

2.

Choose the right format and delivery method

Use your responses to the previous questions to guide how you tailor your communication strategy. Consider both your audience’s preferences and the type of information you’re sharing. The table below highlights popular formats and how best to use them.

3.

Plan strategically to maintain quality content

• Create an editorial calendar
  Planning ahead makes each issue more manageable and keeps your team organized. Your editorial calendar should outline content themes, assign responsibilities, and set deadlines. It’s also a great way to align with seasonally relevant topics — such as featuring allergen testing during pollen season or highlighting lipid testing during American Heart Month.
• Vary content formats
  Diversify your content to keep readers engaged, and choose formats that best suit each message. For instance, a news article is ideal for announcing a new test, while a how-to piece works well for explaining procedures or sharing practical tips. An FAQ can help address common concerns, and an interview-style article can showcase experts and leaders from your organization.
• Repurpose your content
  Quality content takes effort to produce — maximize its value by adapting it for other communication channels such as your website, social media platforms, or patient education materials. This extends your reach, creates efficiency, and reinforces key messages.
• Stay flexible
  As your laboratory and client needs evolve, so should your content strategy and delivery methods. Remaining adaptable ensures your communications stay relevant and effective.

4.

Focus on professionalism and clarity

Your newsletter should reflect the professionalism and credibility of your laboratory. To achieve this, ensure your content meets the following standards:

• Clear and concise writing that communicates your message effectively.
• Visually appealing layout that enhances readability and engagement.
• Accurate, up-to-date information to maintain trust and relevance.
• A tone that aligns with your brand and resonates with your audience.

5.

Evaluate and evolve

• Monitor engagement metrics
  Including open rates, click-throughs, and reader feedback, monitor metrics to evaluate what’s resonating and identify areas for improvement. Use these insights to guide your content strategy, and don’t hesitate to experiment with new formats or topics based on audience response.
• Make your newsletter a strategic asset
  A well-crafted laboratory newsletter is more than a communication tool. It’s a strategic asset. With clear goals, the right format, thoughtful planning, and high-quality content, your newsletter can effectively inform, engage, and strengthen relationships with your audience.