Dental practice marketing will not be successful unless the most stringent rules are followed during a direct mailing campaign. However, some dentists can be confused when commencing such an advertising blueprint - there are many different ways to begin a content delivery policy, but a few aspects of this avenue must be kept in mind.
The ultimate goal of a direct marketing campaign
As with any other professional task, the program must focus both on the immediate and future results. Depending on the area demographics and competitive statistics, the best direct mailings may take months to create profitable ROI, so patience is key. However, dentists can be short sighted. It's important to view targeted direct mailings as the top of your funnel - hit 5,000 or 7,500 homes each month and watch the funnel grow. 500 folks may visit your website and 20 might call for more information and your team will convert 10 ... it's important to follow through on your direct marketing campaigns with effective lead conversion. A direct marketing push can even have a simple objective, like fostering retention and education among current clients.
The lesson is clear, though - without a long-term goals, realistic expectations or effective tracking for visible analysis - then a business owner may deem their effort a failure. Therefore, it is in your best interest to brainstorm with your advertising department to create a tailored, step-by-step outline for both short-term and future goals. However, the process does not end just because you put long-term aspirations on paper.
It is all about your target audience
If you do not understand who you are addressing with your mailings, it is difficult to create compelling content that will drive traffic to your dental practice. Because your patients will vary greatly in age, gender and other aspects, there is no general language you can use that will reach out to every potential customer. Therefore, indepth demographic, geographic and psychograpic analysis is required before launch.
This involves scrutinizing past patient records and local demographics to get a feel for every recipient. For example, if you notice a high proportion of young families living in a specific geographic region, you can include informational brochures that contain articles on children's healthcare and fun brushing techniques. Conversely, if you are mailing letters to a retirement community, you might want to include some tips for senior dental procedures and healthy practices.
If all else fails, the best rule to remember is that vague content will not have an effect on anyone - the more informational and succinct your writings are, the more your readers will adopt a positive view of your dental practice.
Conceptualize the big picture, starting from the bottom up
Again, if dentists forget the larger picture, they run the risk of wasting money and time on ineffective marketing strategies. The best policy is to keep it simple and organize your operations, beginning with the simple procedures that you are familiar with and ending with the complex operations based upon unique techniques.
"Think of your targeting strategy as the foundation to your modern marketing house. Without it, your other operations cannot be structurally sound," said Oracle Senior Director Dave Michaud, according to Direct Marketing News. "It's critical to implement strategic plans and leverage technology to optimize your data collection and management. Modern marketing hinges on relevant, meaningful interactions, which are impossible to create without the proper targeting strategy."
Remember, this does not mean shooting for the stars as soon as possible. As stated above, patience is the best virtue to have - although instant results might be appealing, truly successful direct mailings will deliver slow but consistent results over a long period of time. If you keep the previous advice in mind, you will soon be on your way to effective, efficient and successful dental practice marketing.