Dentist Postcard Mailer
Direct Mail Still Works For Dentist
Are you over
by hearing about the perks of digital marketing? Don’t worry because postcards
can still be a successful method for dentists to gain patients. But it’s
important to proceed with dentist
postcard mailer marketing the correct way.
When
owning a practice you’ll want to implement marketing strategies that bring you
a consistent return on your investment. Marketing is a must for any business
that wants to grow and thrive. Without marketing, your practice’s visibility is
left to drive-by traffic, referrals, and word-of-mouth. While these can bring
in great results, they aren’t the most reliable when it comes to the long term.
Also, you’ve got to know your numbers.
We
now live in the digital age, and many dentists feel like digital marketing is
being shoved down their throats, and while this is not altogether bad. In fact,
digital marketing is the right approach for the most part. But, you should
never leave out a marketing strategy, especially one that has passed the test of
time. This is where postcards come to play.
Direct mail postcard marketing
I
know what you’re thinking after reading “direct mail.” Isn’t this an old-school
approach? Most people just throw “junk mail” away before giving it a
second glance. While the majority of people do, there is a percentage who actually
read it. This is the percentage that you want to focus on, as it is an
opportunity for your practice to not only get one new patient but get the
entire family. When it comes to the mailers that fail, it is largely due to the
fact that they aren’t creative, including the pictures, message, branding, and
offers.
People
tend to be exposed to 5,000+ advertisements per day. You will want to strive to
set your practice apart with branding that displays the human side of your
practice, such as pictures of you and your family, a picture of a happy patient
or two (with their consent), and a picture of your office for brand recognition
in your locale.
Statistics don’t lie
Here are some
interesting statistics.
·
70% of consumers prefer traditional mail for
cold, unsolicited offers. (Association of National Advertisers)
·
82% of millennials believe messages in print
advertisements are more trustworthy than digital marketing materials. (United
States Postal Service)
·
48% of people retain direct mail for future
reference. (Digital Mobile Radio Association)
·
US advertisers spend $167 per person on direct
mail to earn $2,095 worth of goods sold. (EZ24x7 Mailing Solution)
·
76% of consumers trust direct mail over
digital channels when they want to make a purchasing decision. (Source:
MarketingSherpa)
So how do postcards fail?
Direct
mail postcards tend to fall flat because they use cookie-cutter, stock images
that do not resonate with homeowners. They are too cluttered with too many
offers and look like the Walmart of dentistry in their area. Also, there is no
dominant call to action, the logo or business name is too big (people don’t
care about that), or it doesn’t offer a story people can embrace and feel good
about.
Another
reason postcard marketing can fail is, it’s hard to track unless you implement
a few key elements. Those are the tracking number, the specific landing page
URL, and a unique statement on the card. Our company has implemented a strategy
that makes postcard mailings more accurate to track and the ROI is obvious.
What are successful postcards?
When you are
competing with all of the other advertisements out there, you want yours to
stand out in every possible way. One way is to send oversized (6×9) postcards
that are bigger than anything else that usually arrives in mailboxes.
Since you
don’t want to look like the Walmart of dentistry, you should trim down the
postcard to two prominent offers. There may be times you’ll want to sneak in a
third, but not very often. With two you can focus on one offer per side.
Another option is to have one side be about your brand, which is your story,
and the other side can contain the two prominent offers.
Put some
thought into what you are offering. This will pay off for your practice. I get
the same dental postcards from many offices in the mail every single month.
Nothing changes and they all look the same, many with the same stock images, so
there is no reason for me to take time to read any of them. That’s when they
hit the trash.
Like any
marketing strategy, dental postcard marketing calls for consistency
and good timing in order for people to take action. While we don’t know when
someone may be looking for a new dentist, if you send mailings on a regular
basis, timing will eventually be on your side. You should try postcard
marketing for at least three months. Within three months, and sometimes during
the first month, our clients experience a positive ROI. Once you know your
numbers, this marketing strategy can be a big part of your arsenal.
Finally, when
was the last time you told your marketing company to change the creative,
whether on your postcard or website? In marketing, we’re always tweaking and
testing creative. Changing up the offer, the call to action, pictures, and
formatting. The same postcard should not be sent again after the third month.
In my opinion, 90 days is long enough to get your two offers out there and
track what revenue they produced. After 90 days, create two new offers.
Marketing
your dental practice can be quite challenging, but it’s a must if you want to
grow and thrive. If you are not marketing, your competitors are, and they’re
winning. It’s as simple as that.
Our marketing
team will work with you to create the best mailer for your campaign and select
the best mailing list. We’ll manage the process from start to finish — all for
less than you’d pay anywhere else.
If you’d like to find out even more about how
effective “direct mail” is for your real estate business, or if you have any
additional questions about topics like graphic design or targeted mailing that
you’d like to go over in a bit more detail, please don’t hesitate to contact
us today.
Content Source: https://dynamicard.com/direct-mail-still-works-for-dentists/
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