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The Orthodontic Marketing Blog

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: orthodontic marketing, direct marketing

Orthodontic Postcard Marketing Secrets

Posted by Ben Ohanesian on Wed Aug 26, 2015 @ 09:03 AM

orthodontic postcard marketing
It’s no secret that one of the most profitable ways to market your orthodontic practice is with direct-mail postcards. Still, there are secrets to postcard success that marketing pros employ to boost response rates and profit margins campaign after campaign. The differences between professional postcards and amateur postcards are sometimes minimal, yet account for a dramatic difference in their return on investment.

Some of the "secrets" the marketing professionals use in orthodontic postcard marketing are:

Write to one client. Think of your best prospective client. Identify all of the characteristics that comprise this client’s demographic, and gear your postcard to this one person only. Yes, your postcard definitely will mail out to more than one household, but writing to your perfect client helps you focus on your ideal headline, copy, promotion or service and offer. Now, define your mailing list according to these demographics, so you will be sending each postcard mailing to the best potential households to call or come into your orthodontic office.

Keep your message simple. Someone new to the orthodontic marketing world often wants to pack as much information as possible into their postcards, thinking that the more information they include, the more clients they’ll gain. But the most powerful postcard marketing delivers a singular message to a motivated reader. Remember to keep your message simple by featuring one promotion or service and delivering one offer to one potential client – your BEST potential client.

Simple, engaging, smart design and short copy perform best on postcards. Limit your copy to a headline, a few short lines or paragraph, and a few bullet points listing your benefits or features along with a compelling offer and call to action.

Offer something truly unique and special. Apart from sending your postcards to a well-defined, targeted mailing list, this is probably the best piece of postcard advice you’ll ever get: Offer something truly unique. If you’re offering 10 percent off or a free orthodontic consultation, you can get in line behind every other orthodontic practice doing the same thing. The trick is to come up with something you can give away that your potential clients can’t refuse yet does not jeopardize your return on investment. If your offer is special, and your target audience is interested, you will achieve a much higher response rate.

Orthodontic marketing professionals employ a host of techniques to boost postcard response rate, but compelling copy, smart design, well-targeted mailing lists, and an outstanding offer are really all you need to launch a remarkable postcard direct-mail marketing campaign that will yield great results for your orthodontic practice.

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

Tags: orthodontic marketing, orthodontic direct marketing campaign, direct marketing, orthodontic new starts, marketing, orthodontic marketers

4 Ways To Ensure A Successful Orthodontic Direct Marketing Campaign

Posted by Ben Ohanesian on Fri May 29, 2015 @ 03:11 PM

True or False? The success of an orthodontic direct mail campaign is based solely on its initiation. The answer is: FALSE.

Unfortunately, too many people that are "new to the world of marketing" believe that notion to be true.

metalmarious Mailbox

Just conducting a direct mail campaign is not enough to guarantee success. What many orthodontists don’t realize is that executing a successful direct marketing campaign is much more time consuming than they thought. This is not to say that they can’t work, but it takes much more than just mailing out your postcards and waiting for the phone to ring in your office. To get the most out of your mailing, there are many different steps that must be followed:

Use the right list. Not all lists are the same. Before you mail out your postcards, you need to make sure you are mailing to the right audience. Start by defining what you want from your mailing and go from there. The cost is always an important factor, but you should be wary of lists that are much less expensive than others. Most times, it makes sense to spend a little more on a better list that can generate results. Research the lead source and read the referrals and terms of agreement. Most companies offer a short-term trial period or some sort of opt-out agreement. Spending money on a list that doesn’t yield results is essentially throwing money out of the window.

• Presentation. Whenever you do any marketing, especially direct mailing, you should put yourself in the recipients' shoes. Before mailing, you should ask yourself what would make them want to read and interact with your postcard. You need your marketing piece to stand out from the others in that crowded mailbox. To do so, you need to be creative with your design and the message of your postcard. You need to have a piece that can easily relay your practice's message, how you can help them and how they can reach you. Most recipients will give your postcard a short glance. Bullet points and well-placed bold sentences work best. Your goal is to get them curious and interested enough to call immediately after opening.

• The Conversion Rate. A good conversion rate is anywhere from 1-3% of the total marketing pieces mailed. There will be some postcards that will not hit the mark, but that is to be expected. The natural inclination is try to turn every phone call you get immediately into an appointment. Prospective clients may sense your desperation and opt to choose someone else for their family's orthodontics needs. With every call you receive, your staff should have a short script, or even a list of basic questions you want answered in the initial phone call. The key is to find the client’s motivation and see what they want from your practice. It is very rare to get an appointment or consultation after the first phone call. You need to have some patience with your direct mail leads and work them like any other new prospect. Some would-be clients need to work with a sense of urgency, while others need some time to digest everything. Every call that you get must be placed into a database and followed up with as quickly as possible. Getting your phone to ring is not the goal, converting those calls to appointments is.

• Repetition is VITAL. If you are only going to send one round of postcards and expect your schedule to fill up, you will be disappointed with the results. Direct marketing is a numbers game. Before you start, you need to commit to mailing to your same list multiple times. Most recipients won’t respond to your postcard until possibly the fourth time you reach out to them. This means having the budget and patience to see the process through, regardless of any previous results. It is always better to send the same list multiple times than to keep switching from list to list and hoping for better results. Take your time to find THE target market that you like and dive in head first. Certainly, you can change the look and design of your subsequent mailings, but you can’t give up if you are not getting the initial results you desire. To give yourself the best chance for success, you should plan on a scheduled mailing campaign of at least four postcards.

Many, many orthodontists have had great success with direct mailing. Conversely, there are those who consider it a waste of time and money. In most cases, those folks have done things incorrectly along the way. Direct mailing shouldn’t be your only marketing piece, but rather one in a series of ways you plan to grow your orthodontic practice. Before you send out that first postcard mailing, you should make sure you have the best list and are willing to commit – regardless of the early returns. If you do this, you will find more success than you realized.

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

Tags: orthodontic marketing, orthodontic direct marketing campaign, direct marketing, orthodontic practice, orthodontist, marketing, orthodontic practices