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The Orthodontic Marketing Blog

Personalize Your Orthodontic Direct Mail with Variable Data Printing

Posted by Ben Ohanesian on Thu Mar 26, 2015 @ 10:00 AM

Variable Data Printing (VDP) is a form of digital printing in which text, graphics and images may be changed from one piece to the next using information from a database or external file. By adding personalized data for each individual client, VDP is a valuable business tool you can use to increase the return on investment from your printed campaigns.

Use of Variable Data on a direct mail piece is an effective way to reach out to your prospective clients, putting your orthodontic practice brand directly in their hands and engaging them with content that speaks directly to them. VDP allows you to increase the effectiveness of your direct mail marketing by making your printed pieces even more personal, targeting specific segments of your client base.

MancusoOrVarCard415 1

VDP gives your direct mail marketing new life, allowing you to carefully craft your printed pieces to speak directly to your would-be clients. Ther choice of fonts, colors, images, layout and text all affect how well your direct mail is received. A tailored piece that includes some personalization will make those clients feel valued and is more likely to grab their attention.

Planning a Variable Data Campaign
It is important to invest time and effort in planning your campaign before going to press. To help plan out your VDP, ask yourself the following questions:

  • What Do I Want to Achieve?
    Is the point to sell a specific service or promotion, build client loyalty, or announce your new office opening? Have a clear idea of what you want.

  • Who Am I Targeting?
    Think carefully about how you are going to segment your client base. Are you going to group them by age, household income, number of children in the household?

  • How Will I Measure Success?
    To know how well your variable data is working, you'll need to track the response to your orthodontic marketing campaign. Think about whether your clients will scan a QR code, redeem a coupon, visit a link, like you on Facebook—you can use all of these to measure how well your campaign is doing.

  • Where Will I Get the Data?
    VDP is only as good as the data you put into it. Before going to print, check your data very carefully—a small mistake can make a bad first impression.

  • What Do They Want?
    A good variable data campaign is one that speaks directly to the wants, needs and concerns of each client.

How to Use Variable Data Printing:

  • Use personalized QR codes or URLs for offers—for example, a grocery store chain might have their QR codes link to different offers for young single shoppers than for large families.

  • Reflect demographic details such as age, profession and marital status—for example, a holiday cottage business might include information on family activities for some customers, and information on night life for others.

  • Reflect demographic details such as age, profession and marital status—for example, a holiday cottage business might include information on family activities for some customers, and information on night life for others.

  • Include details such as special offers or contact details that are specific to a geographic location—for example a car dealership might include each customer's local branch or the name of the salesman they usually deal with.

Click here to find out more about increasing your response rate with Variable Data Printing.

VDP means you can offer each of your prospective clients a personalized, meaningful piece of direct mail that will appeal to them and make your practice stand out. Instead of just another postcard from just another vendor, your orthodontic office will become a valued correspondent, someone that your readers want to respond to, which means stronger client relationships and better profits for you.

At GetOrthoCases, orthodontic practice marketing is what we do and ALL that we do.

 

 

 

 

Tags: orthodontic marketing, orthodontic practice, orthodontic patients