With Patient News you can increase your Reactivations, Referrals & Recalls and reduce cancellations and attrition
Great Tips for Dental Marketing Through Direct Mail
Dental Practice Marketing is no easy task, and if your firm wishes to stand
out amongst the competition, you must follow the proper procedures. If
you are unsure of where to start, check out some of the following tips
on the best practices of a direct mailing campaign.
Effective targeting - Before you begin any dental direct marketing campaigns, start by analyzing the consumers who live around your practice and identify those most likely to purchase your service. It's likely you're not competing for every patient type, so this will help you hone your marketing message and save dollars.
Immaculate grammar and style - Regardless of what subject matter you are discussing, your articles should be error-free in terms of grammar and style. You want your messages to support your expertise and instill confidence in readers.
Avoid unclear branding - You need to write a clear tie-in to your products and services, and most of the time this can be accomplished by including a brand logo within written content. Communicating your key attributes, with a focus on patient benefit will help ease fears and attract callers.
Lack of Insurance Service - Your prospects number one concern is payment. Include information about how you go the extra mile to assist with insurance and payment plans. Once this is established, ensure that your piece instills value in your service.
Original Source- http://www.patientnews.com/content/great-tips-dental-marketing-through-direct-mail
Effective targeting - Before you begin any dental direct marketing campaigns, start by analyzing the consumers who live around your practice and identify those most likely to purchase your service. It's likely you're not competing for every patient type, so this will help you hone your marketing message and save dollars.
Immaculate grammar and style - Regardless of what subject matter you are discussing, your articles should be error-free in terms of grammar and style. You want your messages to support your expertise and instill confidence in readers.
Avoid unclear branding - You need to write a clear tie-in to your products and services, and most of the time this can be accomplished by including a brand logo within written content. Communicating your key attributes, with a focus on patient benefit will help ease fears and attract callers.
Lack of Insurance Service - Your prospects number one concern is payment. Include information about how you go the extra mile to assist with insurance and payment plans. Once this is established, ensure that your piece instills value in your service.
Original Source- http://www.patientnews.com/content/great-tips-dental-marketing-through-direct-mail
Improve Your Direct Mail Campaign
Consumers are seeking a deeper relationship in a world where there is so much choice. And talk about choice. For example, we have a client in Illinois who has been mailing with Patient News since 2001. Luckily, early on in our relationship they decided to dominate the area by mailing wide and frequently. Now there are more than 100 dental practices within ten miles of their location leaving a market opportunity of 700 families per dentist. Yikes! Yet they’ve secured 10x this number. This client has not missed a single issue of their neighborhood newsletter in more than 12 years … would your practice pass this test?
By continuing to build and deepen the bond between their consumers and their brand through their professional and informative newsletter mailings,
they will continue to win. The educational content in the newsletter is
helping their consumers; it offers something meaningful which has made
their brand more meaningful than their competitors. When you have a
positive meaningful impact while doing your work, you will have a strong
long-term ROI.
Consumers
receive thousands of marketing messages per day, so it’s no wonder
they’re getting selective about who they choose to engage with. And if
you consider that 95% of purchase decisions are made in the subconscious*,
then you’ll understand why we carefully consider human behavior when
creating your direct mail campaigns. According to Harhut, there are
several key steps to must-read mailings … here are a few to consider
relative to your dental marketing campaign:
1. People respect authority – a more professional presentation works, highlighting tenure and expertise
2. People
respect authority figures – include information about the doctor, their
bio and lifestyle, and the practice competitive advantages
3. Humans are naturally curious – they spend time with their mail; newsletters have 85% readership
4. People look at who and where mail is from – use of color increases recall, recognition, and response
5. People are inclined to touch – your newsletter and postcards are tangible and the quality will reflect your practice
6. Eyes gravitate to certain words – free, new – people are irrationally drawn to free things – even when not normally interested
7. No can really mean “tell me more” – continue to reinforce your message and grow your practice
8. People are most interested in themselves – tell prospects how you will help them; provide solutions to their problems
9. People make decisions for emotional and rational reasons – people are more motivated to avoid pain than find pleasure
10. People feel obligated – free offers or surprise gifts encourage people to buy from you to reciprocate
11. We do what people like us – and people we like – do – use your testimonials, as many as you can get your hands on, which will provide people with the security that they’re making the right decision.