A recent survey finds US adults living in households with at least $100k in annual household income “continue to be enthusiastic consumers of traditional media, even while their use of digital media continues to grow sharply”
The study also reports that print readership skews significantly higher among affluent women, ultra affluent and wealthy consumers. When you couple this with new research that finds consumers are more likely to visit brand websites thanks to direct mail versus email marketing messages, it’s important to consider your all around marketing plan and ensure that print is a key component for both acquisition and retention.
Do you know your area and are you reaching them in a manner that will elicit response? According to Michael Abernathy, DDS if you’ve been practicing in the same location for 15 years you might not be in the same place. You may not have changed but the demographics, people, income level, median household, education, disposable income, and age of the neighborhoods around you have changed dramatically. Today is nothing like it was 15 years ago. He says that it shouldn’t be any surprise that you are struggling to get your share of new patients, lower your overhead, save money and raise your production if you’re doing the same thing over and over again and no longer inspiring your patients. He says it’s hopeless unless you decide to do something different. According to Abernathy you should be operating below 60% overhead, producing $20k/employee per month, and growing at least 15% per year with 40-60 new patients per month.
So with this in mind … are you generating the number of new patients you need … is your marketing plan customized for your unique neighborhood? If you haven’t yet asked your Account Manager to run a full demographic analysis of your practice area, please call for the report today. It’s a complimentary service available to all Patient News clients, whether you’re engaged in a direct mail campaign or not. Perhaps you’re not reaching the right area or mailing frequently enough, or perhaps your offer strategy needs tweaking.
And a final note on the print digital mix and the QR Code.
The fact that direct mail will drive visitors to your website doesn’t mean you should include a QR code on your next mailing. Even if you have a mobile friendly site, your site might not be, well, mobile friendly. Try navigating to your website from your cell phone; if it converts to a format that is easy to navigate yet you cannot click on your phone number to contact, you better not feature a QR code. This will lead to a high abandon rate.
An example of an effective mobile site is patientnews.com, but not for QR code use and I’ll tell you why in a minute. We’ve made it easy for folks who may be surfing using their phones … when you go to patientnews.com on your phone you’ll be directed to a unique mobile friendly site and are able to click on call today. All of our key entry points are captured on this mini site. This type of ease of use is required with QR codes because the user is visiting via cell phone.
We will have to watch the technology continue to evolve. Right now QR codes are mostly dead because they’ve been used so poorly since they arrived on the scene. Only a small percentage of cell phone owners use QR scanners, and those are young people (or tech savvy) so these codes don’t work with a boomer/senior market. If using a QR code, make sure it makes the process of contact seamless for the user.
The message … we need to know our audience … starting with your neighborhood. If you’re wondering what the demographic mix looks like today, what the growth trends are, or how many competitors you’re now up against, ask your Account Manager to prepare a demographic analysis for you. It’s our pleasure.