Lesikar's Business Communication: Connecting in a Digital World 13th Edition by Kathryn Rentz,Paula Lentz

Exercise 42

You work in the Employee Relations Department at Mayfaire Clinic. Two years ago, the clinic was dealing with such a high volume of patient communication that it couldn't keep up. Some of the communication was, of course, essential (e.g., a patient talking to a nurse about symptoms), but other communication (e.g., reordering contact lenses for patients, sending bills in the mail and processing payments, or checking on a patient's test results) was causing a backlog and taking employees' time away from patients who needed them. The clinic's solution was to develop MyMayfaire.com, a website where patients could order contacts, pay bills, check test results, schedule appointments, update their contact information, update insurance information, and receive their health profiles from their annual exams. It seemed like an ideal solution except for one thing-few people signed up for it.
You think the patient response is slow for a few reasons: People are wary of having their health information available online, they think the process for signing up will take too much time, or they may have missed previous letters informing them of the MyMayfaire.com option.
You've looked at previous mailings sent to patients and determined that they were not very persuasive (you didn't write them). You decide you will create a well-written persuasive message to get people to sign up. Write a persuasive letter to patients, selling them on the idea of using MyMayfaire.com.