Sample of one of Patient News' 2013 Newsletters.

Over the past five years, much of the world was in economic recession, which made it hard for businesses to execute regular marketing campaigns. However, some parts of North America have experienced gradual recoveries, and many companies are discovering they have the resources they need to begin advertising to prospective and current customers again.
According to research from IBISWorld, from now to 2017, industry revenue is projected to increase. This creates new opportunities for companies to employ advertising efforts again, but with more organizations finding it in their budgets to promote their products and services, competition will be heightened.

In order for professionals to operate successfully in an increasingly complex marketplace, they need to conceptualize impressive campaigns that help their practice stand out compared to the competition. Dentists may be able to make the biggest possible impact by incorporating direct mail into their dental marketing strategies. The majority of people prefer to learn about oral health care through direct mail, as it is a private and reliable resource. Instead of heading online and reading inaccurate content or listening to aggressive promotional campaigns, people can take their time and digest varying data points provided by loyal practice owners.

Patient Newsletters are perfect for retention practices
Dentists want to be known as the reliable oral health provider in the area, and in order to retain their patients-of-record, practice owners need to communicate with their loyal customers regularly. A solo reminder program won't do the trick. In fact, oral health care is an extremely personal experience, so your marketing interactions with patients-of-record should be customized and personalized for maximum impact.

Patient Newsletters are unique when sent by mail because they provide 100% reach and high readership. When a person receives the newsletter, he or she is immediately brought up to speed on the latest oral health care procedures, which can offer much needed insight into how to care for his or her teeth. When dentists take the time to offer their loyal customers some insightful knowledge, they're doing their part to solidify their practice as the go-to in the area. Without an engaging and informative dental advertising campaign, these practice owners may find it much harder to retain their patients-of-record in this increasingly competitive marketplace. A bi-monthly hard-copy newsletter, supported by monthly email communications is the ideal way for dentists to keep their name top of mind with patients – both active and inactive.

Patient Brochures
Of course, dentistry marketing should not end once patients book their next appointments. In fact, dentists who want to continue to improve the customer experience need to find ways to keep their brands in the minds of their patients-of-record. This can be done in a variety of ways, but offering people supplementary content after their appointments can reaffirm the information discussed during the meeting, as well as keep brand loyalty blossoming.

Dentists should take the time to create educational patient brochures for their loyal clients, for new patient hand-outs and for mailings to inactive patients. These brochures can cover a wide array of topics, from best practices to tips to procedure details. When a patient stops into a dental practice for an appointment, he or she often talks to the dentist about possible procedures that may make sense in the future. While the patient may not choose to schedule the procedure immediately, he or she may benefit from a complimentary brochure that offers additional information on the procedures he or she is considering.

Patient education is an essential part of high-quality oral health care. Dentists who want to compete in today's complex marketplace need to take patient engagement seriously. After all, if dentists show indifference toward a proactive patient retention program, they may find themselves losing regular patients to the practice down the street who has an active marketing campaign in the community.