Orthotown June 2018 - 39
Valpak mailers
Unlike direct mail packets targeted to new
movers (see next page), Valpak mailers are distributed to larger mailing lists in your area, but also
permit you to mail variations of your campaign
to certain segments you wish to target.
Advantages: You can specify your desired
target according to ZIP code, neighborhoods and
level of education or income; for example, you
can send a "new patient special" promotion to
residents of freshly built neighborhood homes,
and a "new treatment plan" launch to other
segments. The mailing pieces are usually in full
color and standard-sized for the pack, and you have
the flexibility of using both front and back of the flyer
to give the recipients a true sense of your practice experience,
staff, location, services, specials and branding.
Valpak also offers tracking and response information in an online
portal, so you can get a feel for the return on the investment that isn't widely
available with other media. The information usually includes confirmation of delivery
area, quantity delivered, and calls received through your campaign tracking phone number.
Disadvantages: Your flyer is among nonrelated advertisers that can range from home
construction to auto detailing. You're also taking a chance that, unless you have some exclusivity
arrangement, your competitors may also be mailing in the same pack.
Valpak is one of the largest direct mail options. The company says that advertisers should run
at least a six-month campaign to be consistent to get their branding on recipients' radars. This
long term may be hard for some practice owners who just want to introduce a new practitioner,
treatment option or location.
orthotown.com \\ JUNE 2018
39
http://www.orthotown.com
Table of Contents for the Digital Edition of Orthotown June 2018
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