Orthotown June 2018 - 37
In an increasingly digital era, it might seem that orthodontic practices
should steer clear of print marketing. However, print marketing actually
should continue to have a place in your marketing mix. Why?
Because it's proven to work! Here are a few options to consider.
Direct mail
The keys to a successful orthodontic postcard campaign are to
find the right demographic and to have an excellent design with the
best message for your target audience. Using a company with the
best printing services and materials available is necessary for making
a great first impression.
To obtain the highest return on your postcard marketing investment,
target people in your area who actively seek your services. Research the
market area to determine where your patients come from and where
the opportunity exists; this could include mailing to a specific income
bracket, neighborhood or ZIP code. Will you target homeowners or
renters? Also, be certain that your campaign includes a call tracking
number so you can measure the campaign's success by the number
of incoming calls and appointments set.
For best results, experts suggest that a postcard campaign consists
of three mailings to optimize longevity. Consistent mailings increase
your brand awareness, credibility and versatility. You should have the
ability to change offers, messaging and lists as needed, which allows
consistency along with some flexibility.
Advantages: Postcard campaigns are a good way to announce a
new practice, new treatment offerings or finance options, and other
similar developments because they're generally printed in full color,
with lots of space to discuss practice branding and the experience you
can provide potential patients. Postcard campaigns have proven to be
highly effective in marketing orthodontic practices-the average ROI
for OrthodonticMarketing.net clients can be as high as 640 percent.
Disadvantages: Postcard campaigns may not have as long of a life
span as print ads or directory listings. They also can be costlier than
directory listings, newspaper ads or insert print marketing pieces. A
well-executed postcard marketing campaign could take two to three
weeks to implement the first mailing, and a total cycle of three mailings
would require a four-month timeline from beginning to end, with a
two-to-three-week setup and three monthly mailings.
orthotown.com \\ JUNE 2018
37
http://www.OrthodonticMarketing.net
http://www.orthotown.com
Table of Contents for the Digital Edition of Orthotown June 2018
Orthotown June 2018 - Cover1
Orthotown June 2018 - Cover2
Orthotown June 2018 - 1
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Orthotown June 2018 - Cover3
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