Tips for Dental Direct Mail

There is no question that the Dental Industry is saturated and that presents a challenge to Dental offices who want to market their practice and increase their business.

When developing marketing strategies for an industry as saturated as dentistry, I always tell my customers to start by investigating the competition and check out what local competitors are doing before beginning their campaign. They will learn a lot about what to do….and what not to do.

Here are some tips that have worked well for dentists that can also work well for any campaign.

New Movers Are #1 Most Dental Practices reach out to new people in their area with monthly New Mover programs to let area newcomers know where to find them. New movers are the #1 mailing list for dental marketing. But lots of dentists use New Mover lists – what strategies makes one dental practice’s direct mail campaign successful and other practice’s bomb?

1.Free offers. Freebies and discounts are driving consumer spending right now. Some of the hot offers right now are a free whitening session or a free electric toothbrush . Make your offer appeal to women, since they are the ones usually booking appointments for the family.

2. Think big to stand out. Grab people’s attention visually through color, graphics or size. Consider an oversized postcard or a cut-out to stand out in the mailbox.

3. Tell a story with striking photos. There’s something comforting about happy photos on a direct mail piece, particularly when advertising a professional service. Images can also convey the type of customers a business wants to attract. Make sure the photos jive with your copy. If you’re marketing  pediatric dentisrty, make sure you have photos of kids with gleaming smiles; if you’re focusing on cosmetic procedures, make sure you are featuring attractive people in their 20s and 30s. Dentists who think they can put a picture of a tooth on their mailer are out of touch with today’s marketing techniques and their campaign will fail, regardless of how much they spend on their mailer.

4. Appeal to emotions. Marketers should always seek opportunities to educate prospects on the specific value of a product or service. Consider focusing on the health benefits of dentistry with statistics about how healthy teeth prevent heart disease and high blood pressure. A dentist in Cleveland generated a 4% return and 35 new appointments when he changed his creative and highighted the overall benefits of a healthty mouth. Cosmetic dentists who target the 20-40 age range need to focus on the benefits of looking good. For example, a good appearance equals a promotion at work; or a great smile helps you find an attractive date.

5. Play up your strengths. Is the practice amazine at customer service, or can they offer a unique experience? Why does the practice have repeat customers? Find out and make it the cornerstone of the campaign.

Dental Practices need to work with a company like Dataman Group in Boca Raton FL to acquire a list of bonafide New Movers into their market area. There are many types of New Mover lists and marketers need to be sure they are getting a quality mailing list from a legitimate company. Dataman Group works with dentists all over the country, providing monthly hotline lists that help them grow their practice.

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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