Postcard Marketing Ideas for Dentists
Whether your goal is to attract new patients or to keep existing ones, Postcard Mailings are a wise choice. Unlike other media, direct mail always reaches the intended prospect… because everyone gets their mail everyday!
Here are a few things to consider when planning a postcard mailing for your Dental Practice
Attracting new patients:
Reach and Frequency
A Direct Mail Advertising Campaign should start with a consideration of “Reach” (how many) and “Frequency” (how often). So which is more important? Most marketing experts agree that Frequency is the key to a successful campaign. Mailing on a regular basis creates a “Top of Mind” Awareness of your brand.
Establish a Budget
Mailing with regular frequency will require a budget, even if it’s a modest one. Reduce your reach to an amount that accommodates your budget. As time goes on, and your campaign begins to deliver results, you can gradually increase your reach while maintaining frequency.
Create the Right Message
After establishing your reach and frequency plan, it’s time to consider the message. It is the message that will make potential patients respond. When creating a message, remember who you are speaking to: a prospect at home, getting their mail and probably not thinking about their teeth! A long laundry list of services offered is not going to work. Write your message as if you were speaking to one person. Sell just one thing, highlight it, price it right, and describe the benefits.
Maintain Existing Patients:
Create and Maintain a Patient Mailing List
Keeping a mailing list of clients up to date takes work. If you have a substantial list that has not been updated recently, the post office maintains a National Change of Address database that can be used to clean your list. One of our direct mail coaches can explain how it works.
Stay in Touch with Patients by Mail
Sure appointment reminders are certainly best practice, but getting a Birthday Wish or a Holiday Greeting demonstrates that you care on a different level.
Don’t Keep Changing the Appearance of your Postcard
Modify pricing and message if you must, but try to keep the appearance of your postcard basically the same. You want prospects to recognize it and associate it with your brand.