Orthotown June 2016 - (Page 18)

corporate profile // orthodonticmarketing.net 12 Strategic for Patient-Producing A ll orthodontists want to increase awareness of their practice in the community. Research shows that postcards are the most predictably successful external marketing strategy, so chances are you've considered developing one yourself-or maybe you're already mailing out thousands. How do you know if your postcard design is getting all the new patients it could? Ask Shawn Rowbotham, who's worked in marketing for 30 years and is part of the team at OrthodonticMarketing.net, a Utah-based consulting firm that helps practices maximize returns and replies to postcards. By leveraging more than 50 key data points and constantly interviewing thousands of doctors and industry experts, OrthodonticMarketing.net bases its suggestions and decisions on research and results accumulated through mailing millions of postcards every month. You've likely seen something like the postcard on the right in your mailbox-but can you identify the places where it could be significantly improved? Rowbotham was kind enough to share his insights about how what looks good could be made even better. 18 JUNE 2016 // orthotown.com Craft a compelling headline This isn't bad, but consider using numbers, making the headline more specific, using negative words and having two parts (for example: "30 Years of Experience Never Hurt / Your 23-point free consultation ensures you don't miss out on the right treatment for your best smile"). Avoid platitudes! Engage readers by answering their questions. 1 3 2 4 Reinforce what's special If this is a good type of promotion for the practice, consider making it look more clearly like an offer. For example, explain the value proposition and include an expiration date. http://www.orthodonticmarketing.net http://www.OrthodonticMarketing.net http://www.OrthodonticMarketing.net http://www.orthotown.com

Table of Contents for the Digital Edition of Orthotown June 2016

Orthotown.com Highlights
Embrace Progress: AAO 2016 Recap
Class II Case: Extract, Forsus, or Surgery?
Corporate Profile: 12 Strategic Insights for Patient-Producing Postcards
What’s On Your Tray? Tray for Bonding Brackets
Clinical Orthodontics: A Glimpse of Today’s Residency
Software Solutions: In-house server or cloud-based system? The answer depends on your practice—and preferences
AAO Product Showcase
Anchors, a Way: Closing the spaces caused by congenitally missing teeth
Poll
Ad Index

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