Dentist-LA

Direct Mail Works for Dentists

Direct mail volumes are on the rise, with several small businesses launching new initiatives. While direct mail naturally compliments some industries, it benefits others that many entrepreneurs wouldn’t expect.

One such sector is dentistry. Many dentists use directories to recruit new patients. However, a recent article from Dentistry IQ suggests that direct mail can be highly effective for dentists if used properly.

Direct mail can be “the most effective external marketing campaign” as it has the highest return on investment. The channel has numerous benefits for dentists. “A good direct mail campaign will bring in not just more patients, but also ideally a patient base that is more likely to accept your treatment recommendations,” says the site.

When designing a campaign, dentists need to perform a comprehensive demographic analysis of their community communities. Considerations such as location, customer tendencies and average income need to be addressed.

There are certain market groups that perform well for Dental practices year-after-year: Newcomers (either New Movers or New Homeowners) will always be the dentist’s #1 mailing list.

Depending on the type of practice, there are other key target markets. Pediatric dentists can market to Parents of Children Turning 1; Cosmetic dentists mail to women, age 35-60, income $100,000+up; Orthodontists reach out to families with children age 3-12. Dataman Group in Boca Raton, FL works with many Dental Practices to help them reach the right households in their markets.

Frequency and message consistency are two other aspects that need to be considered well in advance. “Contrary to normal thought, sending the same mailer to a group of consumers several times is more effective than sending several different marketing pieces,” explains Dentistry IQ.

For dentists, direct mail does not produce immediate results, claims the source. Part of the reason for this may be that most consumers only visit the dentist’s office once per year. When starting a direct mail campaign, dentists need to manage their expectations and keep them realistic.

The site offers other marketing advice for dentists as well. With internet penetration so high among potential patients, websites are increasingly becoming necessary for many businesses. Dentistry IQ notes that the goal of a website is threefold: it should attract consumers to the site, keep them engaged and encourage them to set up appointments.

Other web-based marketing platforms are integral too. Dentistry IQ advocates the use of blogs, video and social media to extend the reach of digital marketing campaigns.

As with any direct mail campaign, creativity is the key. Some marketers suggest creating initiatives that involve all five of the consumers’ senses. By doing this, businesses can leave a lasting impression on their consumers. In the case of a dentist office, their direct mail postcards could be shaped like a tooth or contain a small tube of tooth paste.

 

About the Author

Dale “DataDale” Filhaber is President of Dataman Group Direct Mail & Telemarketing Lists, a direct marketing company based in Boca Raton, Florida.  Dataman Group was founded in 1981 and has provided thousands of clients across the country with accurate, high quality direct mail & telemarketing lists.

Dale is Past-President of the Florida Direct Marketing Association and has been active in the Direct Marketing Industry in South Florida for many years, serving as a member of the Florida Direct Marketing Association Board of Directors for the past 18 years.

DataDale, as she is called in the industry, is well known in the Home industry, where she has been a guest lecturer on Marketing at several WQA conferences as well as many national and regional conferences in the industry.

In addition, she lectures at many local colleges, industry and marketing events including the Direct Marketing Association, the Florida Association of Non-Profits, American Marketing Association. She has published numerous articles about Marketing in the Water and Home Industries and is the author of “Ask DataDale”, a popular blog for the direct marketing community.

For further information, she can be reached at dale@datamangroup.com.

 

 

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