Is It All About You … Or Your Patients?

Is It All About You … Or Your Patients?

by:
Amber McAlpine, Account Manager

 

How to get patients to take the action you want through your print marketing and dental websites

Patient News knows dental websites

When you expose a prospect’s need and present the solution to their pain point, make it about them.

  • What will your prospect experience when they come to your dental practice?
  • How will their needs be met? What can they get from you that they can’t get anywhere else?

What will prompt the behavior you want?

Studies show that as marketers, we must keep our messages simple – grade 7 cognition – to prevent the consumer from being overwhelmed. The highly educated prefer concise language and busy people don’t have time to read complex text. Don’t offer too much information. Your message must use the right combination of urgency and reward.

Follow these top 5 tips to drive calls to your practice:

Visual Guidelines: You must create a positive emotional response for both patients-of-record and new prospects. Show the reader that you understand their needs and are willing to do what it takes to address them. When you present your material (in print marketing on your dental website) in a manner that is easy to digest with appealing images, you’re building trust – the trust that helps drive both recall and response.

  1. Keep the presentation simple
  2. Put the primary messages in the places that people look
  3. Use images that your specific demographic  will relate to and when using images of people, ensure their eyes look toward the message you want readers to see.

Consistency Guidelines: Even with a dental marketing piece that contains plenty of white space to prevent overwhelming the reader and which is complemented by images that are appealing and that direct the eye to your message, it takes multiple touch points – over time – to drive a response.

  1. Repeat. Repeat. Repeat. Repeated exposure to your brand using the right format and techniques will improve recall.
  2. Deliver consistently – publish your blog on the same date every month without fail, send your patient newsletter every season without fail, mail your new-patient acquisition newsletter every month without fail. Consistency in messaging and consistency in the marketing medium you use (billboards, Yellow Pages, dental websites, print marketing, postcards, etc.) builds trust.

Here are the 2 golden rules you need for dental marketing success:

One. You must understand your specific consumer data (patient and prospect). A thorough professional market analysis is required.

Two. Your marketing plan must include direct mail if you want more patients and repeat visits.

The prospective patients you want to attract must be highly targeted and your marketing campaigns must stand out from the crowd, particularly in a consumer market where many people think that all dentists offer the same thing.

Because women are the primary decision-makers for their family’s oral health care, it’s important to consider what they want ... which is quality information so they can make good decisions for their families. That’s why women prefer marketing information in a collection of articles, like in a newsletter or on your dental website, over a postcard.

How to you ensure you're the prince and not the pauper!direct mail can mean the difference between contributing to the noise and breaking through it

  • Newsletters are proven to drive 70% more new-patient phone calls  than postcards
  • Even though all physical formats are more effective at driving behavior than digital, postcards fell behind email on a smartphone
  • When it comes to how the brain processes information, newsletters are close to 2x more effective than postcards.

By combining the intimacy of ritual, the impact of physicality, and the power of data-driven relevance, direct mail can mean the difference between contributing to the noise and breaking through it.

  • helps brands stand out [consumers are far more likely to notice, open, and read it]
  • triggers emotional responses [consumers tend to experience it in a mindset that makes them more open to inspiration from brands]
  • generates a lasting effect [consumers often keep it, display it in highly visible areas of the home, and share it with others], and, perhaps most importantly,
  • influences consumer behavior.

Could it be the time for you to break through? Call us. We’ll make it happen.