When dentists begin to plan their dental advertising campaigns, they can have several preliminary questions. The answers can guide outreach efforts down the right path, helping marketers creating compelling content to increase profit margins, foot traffic and consumer loyalty. However, the in-depth market insight these campaigns need to succeed may not be fully realized, so taking the time to learn more about the targeted audience is important.
Dentists understand that the types of patients they need to attract have to be loyal and interested in improving their oral health and appearance. In dentistry, it’s essential to tailor messages beyond the general scope of a b-2-c communication. Dentists need a specially tailored professional to patient approach in order to attract the attention of prospects and then further encourage referrals or word-of-mouth marketing. Here are three tips to consider when creating effective dentistry marketing campaigns.
How long should content be?
Dentists often wonder how long their copy or content should be when using direct mail. Information needs to be communicated in a readable and compelling format to increase the return on investment (ROI). Length can be a sensitive topic, but dental marketers should consider the type of media used to distribute the message, and provide as much educational content as required to stimulate patient desire and response. If the goal of an outreach effort is to generate new leads, copy should be clear, easily read and focused on benefits. In most cases, dental newsletters and postcards are an effective combination that pique’s client interest, followed through with a commanding call to action. When employing a campaign to strengthen patient loyalty, marketers find the use of patient newsletters, referral incentives and survey’s extremely effective. These supplementary communications affirm the patients initial selection of a dentist, and strengthens their allegiance to the practice.
What's the best way to measure response rates?
When viewing the dental marketing campaign, consider that the various means of communication all work intrinsically to support the marketing mix. When using direct mail to influence action in the marketplace, marketers can drive traffic to their various media platforms that resonate with their target audience.
Tracking the success of your marketing campaigns is a critical component in order to support continuous improvement. When sending content to prospective patients, marketers can add call tracking telephone lines, so they can understand which type of content led to the lead, what the objections were and provide team training to improve conversion. This type of analysis will provide insight into which media forms produce lucrative results, paving the way for future campaigns.
Are freebies necessary?
It’s proven that the response to your direct marketing outreach programs will improve when you create a sense of urgency to respond. Results are best seen when the entire marketing package works together to create action. While special promotional offers provide additional reasons to “call now”, the supporting stories and content must build value and desire. Prospective patients may dismiss lackluster information that’s not persuasive. It's best to use offers as a way to encourage people who are on the fence, so use your offers strategically to support your outreach efforts.
There has been a lot of talk about digital media in today's marketing sphere, but print content continues to generate the highest return with a steady revenue stream in all industry sectors. Dentists would be wise to embrace the efficacy of print and all it has to offer to find greater success in their field. As competition for customers increases, business owners will want to make sure they have an edge.