Best practices for dental direct mail
Many dentists already use direct mail marketing. Do you want to stand out and achieve the best results possible? If so, read on for a list of best practices for dental direct mail.
Make an offer that people can’t resist
Dental services can be pricey, and sometimes, people can’t afford to pay for the whole thing in one installment, so they avoid going to the dentist altogether. With that in mind, consider sending out a discount voucher. Better yet, do it several times in a row. It might be that final push that people need to schedule a dental appointment.
Of course, it doesn’t have to be a discount voucher. It can be a special offer on dental insurance or a payment plan. Both are great options for patients who might not have the funds to pay for a certain procedure in full at once but would be able to do so in smaller installments.
Include a clear CTA
Marketing materials should encourage their recipients to do specific things aligned with the goal of the marketing campaign.
If the marketer wants to drive traffic to their website, they will ask their customers to check out their website. If the marketer wants them to purchase a product, they will include a call-to-action like buy it now.
Think about the goal of your campaign and come up with a short call-to-action. To give an example, if you want more people to schedule an appointment, your call-to-action could be Book an appointment today.
When sending out marketing materials, make sure they are relevant for your patients. Imagine that you’re interested in dental technology. Sure, it might be an interesting topic for fellow dentists. Unfortunately, it probably won’t catch the attention of potential patients. Unless you spin it the right way. If you use such technology at your dental practice, showcase it to make your patients perceive you as a practitioner up-to-date on the latest developments.
In other words, when you’re brainstorming topics for marketing materials, think about them from the perspective of a potential patient. Is it something relevant to their lives? Will it show them you care about their customer experience? If not, come up with something else.
Keep in touch with old patients
Keep in touch with old patients. It makes them feel valued and increases their likelihood of visiting your practice again. One of the best ways to remind them about your practice is to keep sending them direct mail materials. Send them annual check-up reminders, birthday wishes, and occasional loyalty discounts. It’s a great way to show them your appreciation and keep them on your patient list for years to come.
Educate patients on oral health and other topics
As we have already mentioned, educating patients on oral health and dentistry in general can help you position yourself as an expert. There are many different topics you could talk about, ranging from picking the right dental insurance policy to choosing the best dental products for oral health.
What matters here is that you focus on something you have plenty of experience in. Imagine that the recipients of your direct mail marketing materials come to you for advice in person. You should be able to answer any questions they might have.
Thank your patients with postcards
Receiving a thank-you postcard can leave a lasting positive impression on patients. It’s likely to be associated with warmth, friendliness, and appreciation. If you have a lot of competition in your area, such personalized thank-you postcards can set you apart. Patients may not receive any from other providers. That’s why even a simple card will make you more memorable.