Get the Most Out of Your Direct Mail Marketing Efforts
If you do direct mail to attract new patients, you probably know that 56% of people think print marketing is the most trustworthy of all marketing channels. You probably also know that 70% of consumers say direct mail is more personal than the internet, and 73% prefer direct mail for brand communications because of convenience. Statistics are all well and good, but the ultimate proof of any marketing medium is the results. Are you getting the return you expect from direct mail marketing?
At PDA | Marketing Group, we specialize in helping dentists with laser-focused direct mail campaigns aimed to attract patients with dental needs that align with services the dentist is passionate about, such as implants, full mouth rehabs, or same day smiles.
And direct mail can offer some astonishing outcomes. For example, we have several clients who received $40,000 and $50,000 cases from their direct mail campaigns. These practices were in different parts of the country, had different structures, patient demographics, and competition. And the best part is they are not the exceptions to the rule.
When executed the right way, direct mail can be one of the most effective marketing platforms for niche targeting because it puts your message directly into the hands of the people who want your services. Here are 5 ways you can make sure you’re getting the most out of a direct mail campaign.
How to Execute an Effective Direct Mail Campaign
- Access to demographics. Neighborhood demographics provide information such as spending habits, median age, income, number of children, purchasing habits and trends, lifestyle expectations, and more. With detailed information like this, you can target specific areas where your ideal patients are likely to be. For example, if you want to do more cosmetic dentistry, targeting an area where demographics show a higher median age and income, and trends suggest people spend based on desire more than need, would be a good tactic.
- Team phone training. The people who answer your phone are your greatest asset, or your greatest liability, in securing new patients. How your staff greets the patient, what they say, how they say it, their knowledge of your offerings, all contribute to potential patients first impression and trust of your practice. Recording and tracking your incoming calls can help ensure your staff are using effective methods to communicate with potential patients.
- Supporting strategy. Using online strategies to support your direct mail campaigns can supercharge your messaging. Custom landing pages with targeted messaging, analytics that track traffic, lead capture, and other strategies can ensure that 1) you can track the effectiveness of your materials, and 2) once people reach out to you, they continue to receive your messaging.
- Budget allocation. Every practice has different needs. Depending on your goals, your budget will vary. It’s especially helpful to work with a direct mail specialist who understands your needs and has your interests, not theirs, in mind.
- Timing and recurrence. One of the reasons many direct mail campaigns are viewed as ineffective is because it takes several months for direct mail to heat up and kick in. It’s not an instant gratification marketing method. The highest producing direct mail campaigns occur on a regular schedule and are revised and redesigned based on data and analytics gleaned in your online supporting strategies.
Right for You?
Direct mail is a powerful marketing tool, but it isn’t for every practice for several reasons, including geographic location, services offered, and practice goals Are you considering direct mail but not sure if it will get you the return you are looking for? Contact PDA | Marketing Group today for a complimentary marketing assessment. We’ll review your current marketing tactics, geographic region, competition, and provide you with keen insight that’ll set you up for success. Get your complimentary Marketing Assessment today to learn what marketing strategies are best for your practice. Fill out the form below or contact TJ at firstname.lastname@example.org or (888) 732-2810.