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The Orthodontic Marketing Blog

Natalie Rhoads

Recent Posts

Informed Delivery is Here!

Posted by Natalie Rhoads on Wed Jun 21, 2017 @ 11:14 AM

seinfelld.jpgIn one stand-up routine, Jerry Seinfeld said: “If I could talk to the post office, if I could say to them, if you really want to be helpful to us, just open the letters, read them and email us what it says!  Well, it wont be doing that, but starting today they are doing something extraordinary.

The future is here. Imagine seeing what is in your mailbox before it even arrives. Or if you are traveling and wondering if the neighbor is taking your Bed, Bath and Beyond coupon. Get ready: mailboxes are going digital. 

Starting today, the USPS is piloting a service called Informed Delivery that lets customers digitally preview their mail before it arrives. Subscribers of the service will receive an email every morning that captures the front side of letter-size mail, giving visibility who the sender is and to whom the letter is addressed.

The email will appear in the form of a black-and-white newsletter and contain up to 10 digital snapshots, which can be viewed on the desktop online dashboard or through a mobile app. If over 10 mailpieces are received, a link will be provided to view the remainder through the dashboard. Magazines, catalogues, and other flat-sized pieces may be supported in the future.

Results from a market test in New York City show 70% of subscribers opening daily notifications and more than 90% reading notifications more than four times a week.

The USPS has also shared plans to unite physical and digital advertising: by giving companies the ability to provide hyperlinks to ads and promotions in the newsletter, driving more attention to advertising promotions.

Marketers: Combine Digital and Direct Mail

“If a direct mailer wants to give us an HTML, then we can actually make that piece click through to their website, so it can create a buy-it-now experience,” said Gary Reblin, Vice President of Innovation and New Products. “So not only would the end mailer get more impressions, but they also create the easy capability to be able to click through and purchase.” In other words, more eyes on mailings.

This service is poised to elevate the role of direct mail in the everyday consumer experience, engaging them in the environment of their choosing. In an age where consumers want to take data into their own hands - tracking everything from fitness to package deliveries - Informed Delivery responds directly to this. Marketers will need to match the enthusiasm for tracking data in order to reach the right people with the right message at the right time.

“If you can do a QR code interaction on a mail piece, you can do this,” said Postal Service CMO Joe Cochrane. “But what we can do is measure when recipients engage with Informed Delivery and then when they go to your site or convert. This is going to do a lot for the attribution issue.” Analytics that point to when and which mailpieces consumers view and what actions they take will certainly give rise to personalized brand experiences. 

Tags: direct marketing, orthodontic marketing

3 Misconceptions Preventing Referrals To Your Orthodontic Practice

Posted by Natalie Rhoads on Wed Feb 05, 2014 @ 02:01 PM

Asking for Patient Referrals is something that "slips through the cracks" in many busy orthodontic practices. Does this sound familiar?

We've found that 3 misconceptions prevent orthodontists from optimizing patient referrals.


Patient Referral Misconception #1
"My good name in the community ensures my patients are referring their friends, family members and neighbors."

-No it doesn't. Your patients have many other things to do in their busy lives, besides talking about your orthodontic practice. Without an effective practice system in place for your staff to cultivate these patient referrals for you, you're leaving this critical patient acquisition strategy to chance.

Patient Referral Misconception #2
"We have a referral program printed on the back of a business card that we give out - so yes, we're asking for patient referrals."

-No you're not. What can you print on a business card that will convince a new patient that you are their best option? Besides, business cards get lost in pocketbooks, purses, wallets and desk drawers.

Patient Referral Misconception #3
"I don't know how many starts we're getting from patient referrals, but my staff does a good job asking for referrals from our patients."

-Not true. We have found that asking for referrals is a victim of unintentional neglect at most busy orthodontic practices. If you're not tracking the number of patient referrals you get, your staff won't consistently ask for them, BECAUSE THEY ARE BUSY DOING OTHER JOB DUTIES!

To solve this problem and MAXIMIZE patient referrals at your practice in 2014, we have an easy-to-follow, 3-step action plan for your practice. Follow these easy steps and you're on your way!

Click here for the GetOrthoCases Patient Referral Staff Action Plan.

To view a sample of an effective Patient Referral Brochure, click here.

This strategy has worked for over 150 of our clients...all you have to do is implement it!

Tags: orthodontic marketing, orthodontic practice, orthodontic patients, marketing, patient referrals