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The Orthodontic Marketing Blog

6 Statistics For Orthodontic Marketing...(Part 3)

Posted by Ben Ohanesian on Thu Feb 12, 2015 @ 02:56 PM

Yesterday, we gave you the second 2 statistics that prove direct mail still works for orthodontic practices. As promised, here's Part 3. And, in case you missed part 1, click here.

Targeted Direct Mail Marketing to the Head of Household IS Important

• 90% of them determine which mail is kept for later reading.

braces family• 81% of them review financial documents.

• 84% of them are the primary grocery shoppers.

• It's been found that the household mail is placed by the head of the household where it can be easily seen and used, and that it's moved from room to room, allowing people to read it at their convenience.

The bottom line is this: Targeted direct mail marketing reaches the decision makers of the household! Because it's a physical piece of marketing, it enables the head of the household to look at it, and, if desired, to then pass it on to the other family members and decision-makers.

Household Mail Time

• 98% of people retrieve their mail the day it’s delivered.

• Of that 98%, 72% bring it in as soon as possible.

• 77% look through their mail right away.

• Consumers spend an average of 30 minutes reading their mail on any given day.

• They spend 45 minutes reading their magazines, 30 minutes looking at their catalogs and 25 minutes reading their direct mail.

• 48% of people retain direct mail marketing for future reference.

The bottom line is this: Mail time is an important time for getting your message to those you really want to reach! People like going to the mailbox and reading their mail. By using direct mail marketing as a part of your orthodontic practice marketing campaign, you are almost guaranteeing that your message will be read, and read quickly!

Learn how a marketing campaign will greatly increase new starts at your orthodontic practice. Call 1.888.657.2762 to request more information, or to schedule a day and time for one of our Practice Marketing Consultants to call you.

Click here for more info on Targeted Direct Mail Campaigns

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

Tags: orthodontic marketing, orthodontic practice, orthodontic patients, marketing

6 Statistics For Orthodontic Marketing...(Part 2)

Posted by Ben Ohanesian on Wed Feb 11, 2015 @ 01:35 PM

Yesterday, we gave you the first 2 statistics that prove direct mail still works for orthodontic practices. As promised, here's Part 2.

Direct Mail Marketing Response Ratesbraces girl mom

• 40% of consumers will try a new business after receiving direct mail from that business.

• Some direct mail marketers (such as retailers), are getting a drastically higher response to their direct mail marketing than in the 1980s!

• Advertisers in the United States spend an average of $167 per person on direct mail marketing to earn $2,095 worth of goods sold. That translates to a 1,300% return!

• The Direct Marketing Association (DMA) states that on average, direct mail marketing gives a business a 13 to 1 Return on Investment (ROI).

The bottom line is this: Direct mail marketing really does pay off! Printing and mailing might seem to be the costly form of marketing compared to email and social media marketing, but the ROI of this tested strategy is impossible to ignore.

Direct Mail Marketing Personalization

• 70% of Americans consider mail to be more personal than the Internet.

• In a survey of over 1,000 large businesses, across 10 different vertical industries, it was found that over 60% of the respondents’ marketing campaigns were personalized or segmented.

Personalized print marketing has a more powerful presence than a personalized email, because the target audience can actually see that it takes more effort to customize print marketing than digital.

The bottom line is this: Get personal! By customizing your orthodontic marketing, your target audience will connect with you on a personal basis, creating that sought-after close client-practice relationship.

Learn how a marketing campaign will greatly increase new starts at your orthodontic practice. Call 1.888.657.2762 to request more information, or to schedule a day and time for one of our Practice Marketing Consultants to call you.
At GetOrthoCases, orthodontic practice marketing is what we do and ALL that we do.

Remember to check back tomorrow for the last 2 statistics that prove direct mail still works for orthodontic marketing!

Tags: orthodontic marketing, orthodontic practice, marketing

6 Statistics That Prove Direct Mail Still Works for Ortho Marketing

Posted by Ben Ohanesian on Tue Feb 10, 2015 @ 12:42 PM

Part 1
As email and social media marketing become more and more popular every day, many are saying that print and direct mail marketing are dead. Don’t be misled! The following direct marketing statistics prove that direct mail is still very much alive and well, and it is indeed a highly profitable and worthy component of your comprehensive orthodontic practice marketing strategy.  

Direct Mail Marketing Is Still Popular In Our Tech-Savvy World

• Direct mail continues to be utilized heavily, with a 43% share of total local retail marketing. Floundering former retail giant, JC Penney, in an effort to regain its footing in the retail world, is returning to direct mail by bringing back their catalog, in an albeit scaled-back version.

• Young adults, 24 years and younger (who seem to utilize technology 24/7) are among the most direct mail responsive.

• A whopping 92% of young adult shoppers say they prefer direct mail for making purchasing decisions.

• An International Communications Research survey concluded that 73% of consumers actually prefer direct mail marketing over other methods of advertising.

• 59% of U.S. respondents and 65% of Canadian respondents agreed with the following statement, “I enjoy getting postal mail from brands about new products.”

• 56% of customers find print marketing to be the most trustworthy type of direct marketing.

The bottom line is this: People like to receive mail! Yes, that's right, physical direct mail pieces in their mailboxes! Even younger people, those constantly on social media, email and websites, like and prefer classic direct mail. So, why not give the people what they want, and reap the benefits of this proven, still-popular marketing medium?

Direct Mail Marketing and Digital Integration

• Today, QGOC blog qrcodeR codes technology make it possible for your print marketing to quickly connect clients digitally to your website.

• When surveyed, 76% of small businesses said that their ideal marketing campaign strategy consists of both print and digital communication.

The bottom line is this: Integrate technology into your direct marketing campaign! By including technology such as QR (Quick Response) codes, you are able to connect your direct mail to the Internet, thereby maximizing the benefits of both direct and digital marketing in one piece of print media.

Click here for more info on Targeted Direct Mail Campaigns

Learn how a marketing campaign will greatly increase new starts at your orthodontic practice. Call 1.888.657.2762 to request more information, or to schedule a day and time for one of our Practice Marketing Consultants to call you.

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

(Remember to check back tomorrow for the next 2 statistics that prove direct mail still works for orthodontic marketing!)

Tags: orthodontic marketing, orthodontic practice, marketing

7 Barriers to Orthodontic Practice Direct Marketing Success

Posted by Ben Ohanesian on Fri Feb 06, 2015 @ 12:16 PM

Over the past 13+ years, we have identified a number of barriers to optimal marketing success (new treatment starts) and profitability, for orthodontic practices. These barriers to direct marketing success include:

1. Not employing a marketing strategy that addresses BOTH categories of potential orthodontic patients—the “Appointment-Ready” potential patients, AND the “Investigators.” Most orthodontic practices assign no value to the “Investigators” category of potential patients, which contains far more potential for treatment starts if marketed to consistently.  

An optimized direct marketing campaign must include offers for the “Appointment-Ready” potential patients to bring them in now, as well as compelling, differentiating, educational content links to quality marketing information on your practice website, to convince the “Investigators” that your practice is the BEST option for orthodontic treatment for area families. If marketed to consistently and effectively, these “Investigators” will choose your practice when they become “Appointment-Ready.”

2. Treating marketing like a commodity. Trust your direct marketing consultant when they say you need to make your direct marketing campaign a priority, in order to fully reap the benefits and profits of your practice marketing campaign.  

We schedule individual consultations with all of our clients. Our clients need to do the same with us for optimal success. Orthodontic practices that refuse to give their marketing the attention it requires, inevitably yield subpar results.

 Receive your FREE  Practice Marketing Analysis!

3. Leaving marketing decisions up to individuals (sometimes it's the doctor themselves, some­times it’s a spouse or employee, and sometimes it’s an outside “marketing person”) who have no specific direct marketing expertise or direct marketing copywriting training.

4. Improper mailing frequency. For an orthodontic practice, the optimal mailing frequency to maximize new starts is 6 mailings per year to their identified target households. A mailing frequency of 4 mailings per year is the absolute minimum necessary to achieve the consistently profitable results that are desired by our clients. For more information on why this is so important, click here.

Let's face it—people are very busy and have lots of other things on their mind, other than orthodontics. Mailing to your target households less than 4 times per year, allows too much time to elapse between mailings for you to successfully position your practice in the minds of your potential patients as the orthodontic expert in your area. In addition, former “Investigators” become “Appointment-Ready” at different times. Allowing up to 4 months to go by in between direct marketing “touches” increases the likelihood that these “Investigators” will not remember your practice, and call someone else “when they’re ready.”

5. A mindset that 1 mailing should solve years of marketing neglect or break through the competitive clutter in one’s marketplace. Usually, our clients start numerous “Appointment-Ready” patients from their first mailing. However, optimal results are never achieved with 1 or even 2 mailings.

6. Incorrectly assuming that the results from 1 mailing will be reflective of your practices’ long-term profits from your direct marketing campaign. Results from an effective direct marketing campaign don't grow in a linear fashion, instead, over time, profits are typically multiplied. This is due to the conversion of former “Investigators” into “Appointment-Ready” patients as your campaign matures.

7. Improper response tracking. (There is a 3-step process to this.) An orthodontic practice’s direct marketing success only BEGINS with the postcard and phone call that is generated from it. We have found that the exact same work created for very similar practices can yield COMPLETELY different results.

The marketing campaigns we create for our clients give families the impression that our client is truly the “BEST OPTION” for orthodontic care in their marketplace. Once that potential patient walks through the practice door, however, the practice’s internal processes must make the patient feel the same way.

Hopefully, these barriers to practice marketing success don’t exist in your practice. But for many of you, they do.  

If so, let’s fix them. Your practice’s future growth depends on it.

We did say 7 barriers…but still other barriers exist that prevent orthodontic practices from enjoying profitable results from their marketing investment—so here's Barrier #8.

8. Relying on one practice marketing action to grow your practice, rather than employing a comprehensive marketing plan.

If you keep looking for that ONE marketing action that will bring your practice growth, then you will end up overworked and in financial hardship. There is NO ONE marketing action that increases your patient volume—it is always a combination of several actions done together.

Unfortunately, many people approach marketing in this way: they try one thing, and if that doesn’t work immediately, then they try the next. This approach does not help you, unless you want a smaller practice. Choose complete marketing plans that involve both internal and external marketing activities, and that can be accomplished without spending a lot of your personal time to implement them.

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

Call GetOrthoCases today at 1.888.657.2762  to start your 2015 direct mail marketing campaign!

Tags: orthodontic marketing, orthodontic practice, orthodontic new starts, orthodontic patients, marketing

4 Marketing Must-Dos For A Successful Orthodontic Practice

Posted by Ben Ohanesian on Thu Feb 05, 2015 @ 10:55 AM

orthodontic marketingMarketing is a crucial aspect of creating your successful orthodontic practice. The right marketing systems can increase the number of parents bringing their children to your office for consultations, affording you the opportunity to increase your new patient starts.

Utilizing strong marketing concepts, it's possible for a savvy orthodontist to earn millions of dollars over the course of their career. In order to take advantage of this opportunity, an orthodontic practice should implement a consistent marketing campaign that accomplishes the following goals:

Establishes long-term, mutually-beneficial alliances with nearby referring dentists.

Fosters strong relationships with the referring dentists (and possible referring dentists) in your area, which is vital to your marketing efforts. A strong patient referral program is also important to a successful orthodontic practice.

For any given orthodontic practice there are most likely four groups of referring dentists: the top referrers, the frequent referrers, the occasional referrers and the non-referrers.

Top referrers (dentists are your top third of referrers, and are responsible for 40% to 60% of referrals)
 Frequent referrers (the middle third, sending you 20% to 30% of referrals) 
Occasional referrers (the bottom third, sending you 1% to 10% of referrals) and Non-referring dentists (those presently not sending you any new orthodontic referrals).

In order to implement a successful referral marketing program, you need to recognize who is currently referring patients to you, and at what level, and what possible changes to those referral relationships could happen in the near future. The success of your orthodontic practice depends on knowing the current status of your entire referral base.

Utilizes multiple marketing strategies. Every referring dentist ultimately contributes to your orthodontic practice's success. However, the addition of just one top referring office to your referral base can easily garner an additional $100,000 or more for your practice over the duration of your career.

A successful referral-marketing campaign consists of multiple marketing strategies, all taking place at the same time. This strategy creates much-needed referral activity, consisting of such activities as lunches, parties and seminars, throughout the year.
 Marketing programs typically fail when an orthodontic practice doesn’t gain the attention of its referral sources. One way to get said attention is by initiating multiple simultaneous activities.

Make your marketing plans for the entire year. Include your major AND minor strategies for the 12-month period and make a firm commitment to carry them out. It’s critical for referring dentists to hear from you regularly. By doing so keeps your name up front and reminds them of your practice. Most referral sources have the potential to refer many more orthodontic patients to you than they presently do.

Identifies your practice as your area's LEADING Orthodontic Practice. Lately, orthodontics has become somewhat of a luxury in many consumers’ minds, and branding your practice now matters more than ever before. You need to firmly establish the unique identity of your orthodontic practice within your area. Start by asking these questions:

• What sets your practice apart from your competition?

• Do you consider your practice to be primarily a high-quality brand?

• Is your office a fun place to be?

• Are you a flexible office with convenient hours?

• A one-of-a kind office with an original decor?

Even if all of these attributes may apply to your orthodontic practice, it’s important to select only one of them to establish your brand identity in your area. It’s difficult for any business to be considered as high-quality, fun, convenient, and original—all at the same time.

Choose one key quality to build on. Once people find that one quality aspect to be genuine, they will soon discover all the other great aspects of your practice that you want to emphasize.

Establishes community outreach, support and leadership. Look for opportunities to advertise in your area's newspapers, school yearbooks and programs, and organizations' newsletters and fund-raising books. Consider sponsoring sports teams, local concerts, and other events in your area. Your practice logo should reinforce your brand, as well.

While these efforts might not immediately bring patients to your orthodontic office, there is a cumulative effect over time. People will soon remember your name from those various community-sponsored events and begin to talk about your practice.

The end result of community outreach is to become known as THE orthodontic practice in your area. One way to establish that idea is to make certain your name keeps showing up consistently, throughout your entire area.

Effective management and marketing are vital to orthodontic practice success. Management is about ensuring your patients have a great experience when they are in your office. Marketing is about making sure that patients come to YOUR practice in the first place.

When you incorporate marketing as a tool to increase your orthodontic cases, you will experience a stream of new patients that will very quickly stimulate the growth of your practice. These strategies are an excellent way to jump-start your orthodontic practice's growth!

Learn how a marketing campaign will greatly increase new starts at your orthodontic practice. Call 1.888.657.2762 to request more information, or click below for a FREE Marketing Analysis from one of our Practice Marketing Consultants.

Receive your FREE  Practice Marketing Analysis!

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

Tags: orthodontic marketing, orthodontic practice, orthodontist, orthodontic new starts, orthodontic patients, marketing

Increase Starts At Your Orthodontic Practice Without Spending A Dime!

Posted by Ben Ohanesian on Fri Jan 23, 2015 @ 10:00 AM

As a practice marketing consultant for orthodontists, we speak with many different types of practices.

1. Practices who, prior to the economic downturn, never felt the need to market themselves, but still enjoyed a profitable practice.

2. More mature orthodontists whose referral sources have retired, leaving their practice in a less than desirable position.

3. Young orthodontists in newer practices with large monthly debt obligations, who frequently are reluctant to invest in the necessary practice marketing required to grow their practice quickly.

4. Established practices who frequently are the dominant practice, or one of the dominant practices in their marketplace.

Regardless of the category that an orthodontic practice fits into, we have found that the same diligent marketing expertise that we provide for each and every one of our clients, can result in different levels of profitability for different clients. Why is this? Usually, this variation in profits from the GetOrthoCases Marketing System can be attributed to the internal systems that an orthodontic practice has in place.

And, quite possibly, no internal system impacts an orthodontist's bottom line more than the fee presentation.

I have listened to treatment coordinators who are smooth, polished sales professionals who do an outstanding job explaining treatment, finding out all of the referral sources that may have contributed to that patient seeking treatment at their practice, and detailing the numerous ways that their practice compares favorably with other competing orthodontic practices. These presentations are concluded with an explanation of payment options that appeal to all credit-worthy families with good credit ratings, regardless of their ability to make a down payment.

On the other hand, I have also listened to fee presentations made by treatment coordinators, office managers, a staff member, or occasionally by the doctor themselves, that only explain payment options, but leave out all of the other components of an effective fee presentation.

Regardless of the communication skills of your practice's treatment coordinator, most practices can significantly increase their quantity of new starts by ensuring that each fee presentation is presented in the way that is best from the perspective of the patients who are most at risk of not starting for financial reasons.

To explain further, when thinking about payment options, all families basically fall into one of four financial groups:

Group 1 - Have Full Treatment Fee. These families typically make payment in full or opt for your no-interest, office payment plan.

Group 2 - Have Initial Payment. These families typically opt for your no-interest, office payment plan.

Group 3 - Don't Have Initial Payment Plan, but are Credit-Worthy. These families will use a Flexible Payment Plan.

Group 4 - Not Credit-Worthy. These families don't start treatment.

To help ensure that as many patients as possible can accept treatment in your practice, this week we are providing Springstone Patient Financing's "Ten Best Practices of Case Acceptance."

For your own FREE copy of this insightful report, click to download.

orthodontic marketing

In conclusion, your success leads to our success. When orthodontic practices have effectively-functioning fee presentations, they enjoy an even greater return on their practice marketing investment.

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

Tags: orthodontic marketing, orthodontist new starts, orthodontic practice, marketing

3 Ways Content Marketing Is Vital For Your Orthodontic Practice

Posted by Andy Zuch on Wed Oct 01, 2014 @ 04:37 PM

Everywhere, every day, more and more people are turning to the internet to look for the best orthodontist for their family. The truth of the matter is that far too many orthodontic practices are getting lost in the orthodontist marketing shuffle. One increasingly important strategy for engaging and retaining orthodontic clients is the creation and distribution of exceptional content.

Computer womanContent marketing is not just a passing trend or the latest gimmick. It is one of the key strategies orthodontic practices can use to build community awareness and preference for their practice. There is really no substitute for great content when it comes to creating interest about your practice and increasing your ability to reach new patients. This educational information is what patients like to read and share, and what potentially brings them to your practice. Here are the three ways truly excellent content can help your orthodontic practice to stand out.

1. Content Helps Your Orthodontic Practice Get Found Without Even Trying

Content comes in all shapes and sizes, from blogs and articles to webinars and infographics. Content syndication is a terrific way to get your message out the door, but once truly eye-opening content hits people's screens, the sharing process becomes pretty much automatic. Great content opens doors. Informing, engaging content gets passed from one patient or possible patient to another, putting you and your orthodontic practice in front of prospective patients you didn't know you missed. This sharing process can help you out when you least expect it, because insightful, engaging, and relevant content never goes out of style.

2. Content Helps You Build Prospective Patient Relationships

There are several stages in the cycle of effective content marketing. The first step in this cycle is creating content that reaches as wide an audience as possible. Entertaining videos, helpful infographics and creative blog posts all help to form a positive first impression of your orthodontic practice. The second stage in the cycle should be focused on distributing content that is relevant to your prospective patients, such as white papers, patient education guides and case studies that hone in on a specific pain-point and how your practice can help them to make an informed decision. Once your credentials have been firmly established, it's time to move on to stage three. This stage of the cycle is mostly about closing the loop, moving from lead generation to actual lead conversion. Content at this point should speak to your practice's specific benefits and capabilities, such as testimonials, free reports or a no-cost examination.

3. Content Allows You To Lead Through Trust

Just because content is an outstanding source of lead generation doesn't mean that it needs to aggressively push for a conversion. When looking for an excellent orthodontic specialist, patients are more likely to reject any content that they deem to be too "salesy" or "preachy". Content is a good way to build trust, because you can create webinars, white papers, blog posts and tweets that possess unique insights and helpful information relevant to your field of expertise.

In Conclusion:

A first-rate content marketing strategy has the ability to uniquely position your orthodontic practice as a thought-leader in the marketplace of ideas. It helps you build a lasting relationship with patients you might not have even known were in the market for your services, and it ultimately brings in what every orthodontic practice needs to survive and thrive; a steady stream of orthodontic new starts.

Tags: orthodontic marketing, orthodontic practice, orthodontic new starts, orthodontic patients, marketing

Orthodontic new starts increased without spending a dime on marketing

Posted by Andy Zuch on Wed Jul 23, 2014 @ 03:53 PM

As a practice marketing consultant for orthodontists, we speak with many different types of orthodontic practices.

1. Practices who never felt the need to market themselves previously, but now need to
    due to increased competition.

2. More mature orthodontists whose referral sources have retired, leaving their practice in
    a less than desirable position.

3. Young orthodontists in newer practices with large monthly debt obligations, who
    frequently are reluctant to invest in the necessary practice marketing required to
    grow their practice quickly.

4. Established, multi-office practices who frequently are the dominant practice,
    or one of the dominant practices in their marketplace.

braces imageRegardless of the category that an orthodontic practice fits into, we at GetOrthoCases have found that the same diligent marketing expertise that we provide for each and every one of our clients, can result in different levels of profitability for different clients. Why is this? Usually, this variation in profits from the GetOrthoCases Marketing System can be attributed to the internal systems that an orthodontic practice has in place.

And, quite possibly, no internal system impacts an orthodontist's bottom line more than the fee presentation. 

Personally, I have listened to treatment coordinators who are smooth, polished sales professionals who do an outstanding job explaining treatment, finding out all of the referral sources that may have contributed to that patient seeking treatment with their practice, and detailing the numerous ways that their practice compares favorably with other competing orthodontic practices. These presentations are concluded with an explanation of payment options that appeal to all credit-worthy families with good credit ratings, regardless of their ability to make a down payment.

On the other hand, I have also personally listened to fee presentations made by treatment coordinators, office managers, a staff member, or occasionally by the doctor themselves, that only explain payment options, but leave out all of the other components of an effective fee presentation.

Regardless of the communication skills of your practice's treatment coordinator, most practices can significantly increase their quantity of new starts by ensuring that each fee presentation is presented in the way that is best from the perspective of the patients who are most at risk of not starting for financial reasons.

To explain further, when thinking about payment options, all families basically fall into one of four financial groups:

Group 1 - Have Full Treatment Fee. These families typically make payment in full or opt for your no-interest, office payment plan.

Group 2 - Have Initial Payment. These families typically opt for your no-interest, office payment plan.

Group 3 - Don't Have Initial Payment Plan, but are Credit-Worthy. These families will use a Flexible Payment Plan.

Group 4 - Not Credit-Worthy. These families don't start treatment.

To help ensure that as many patients as possible can accept treatment in your practice, this week we are providing Springstone Patient Financing's "Ten Best Practices of Case Acceptance."

In conclusion, your success leads to our success. When orthodontic practices have effectively-functioning fee presentations, they enjoy an even greater return on their practice marketing investment with GetOrthoCases

Would you like to create a Practice Marketing Plan for your practice for 2015? 
If the answer is "YES", then you need to call GetOrthoCases and we will personally send you a practice marketing questionnaire to help you get started.

Call 1.888.657.2762 or visit www.GetOrthoCases.com

- Increased new starts from professional, targeted direct mail.
- Increased referrals from your present patients.
- Convert more recall list patients to new starts.
- Achieve page 1 ranking on Google for numerous local zip codes,
  NOT just the zip code your office is located in.

 

 

 

 

 

Tags: orthodontic marketing, orthodontic practice, orthodontic new starts, marketing, orthodontic marketers

How To Double The Profits From Your Orthodontic Marketing Campaign

Posted by Andy Zuch on Mon Jun 30, 2014 @ 04:48 PM

Over the years, we've handled direct mail campaigns for 1,000+ practices/ businesses. From start-ups to mature businesses - we've literally seen and heard it all. Now here's an interesting secret that we would like to share with you - the frequency of drip marketing on a prospect. 

Mailing a target group only once is wasting good money - here's why.

No matter how good the offer is, a single exposure to a given group of prospective customers will have minimal effect. But, multiple repeated exposures will have a disproportionate effect on acquiring a new customer.

Let us repeat this again - multiple mailings are critical to selling a new prospect!

A single exposure equals minimal impact, but repeated exposures will have a positive and disproportionate impact on the number of responses. Why? The person you are targeting needs to see your orthodontic marketing message at least 4 - 9 times before they feel comfortable in taking the next step in what we refer to as the "educational buying spectrum". You will receive new clients from your initial mailings, but this success is due to coincidence, not fantastic marketing. 

Let's say you're mailing to a list of 5,000 target households.

For the orthodontic industry, a one-touch mailing frequently pulls anywhere from as low as 2/10 of 1% to as high as 5/10 of 1% response. Maybe 10 to 25 responses. The range between the 10 and the 25 depends on several variables, including your headline and the low-risk offer/promotion you're using.

What happens when you mail them 5 times in the next year?

But, if you'll mail to those same 5,000 prospective patients 5 times over a 12 month period, your overall response might be 2.5% to as high as 6%, 125 to 300 people. That's about 12 times the response from the single mailing, not just 5 times.

63014 blog DM CTA box

Multiple contacts don't just increase response proportionately, they increase it disproportionately. 

Is this always true? No. Sometimes there's something else wrong, such as your marketing message, the type of mailing you sent out (letter vs. postcard), the list selection, the offer, a practice's credibility (no amount of mailing will overcome this one). However, assuming the list has been chosen with reasonable care and intelligence, the offer is good, the mail piece is the right choice for the target audience, then this kind of effect should be achieved.

What do you think would happen if you offered FREE educational information to your prospective patients that weren’t yet “Appointment-Ready”?

We often get called to help an orthodontic practice develop a marketing strategy and a 12-month tactical campaign. Whenever we create the campaign, we clearly point out to the client how critical it is for an orthodontic practice to offer relevant educational information that convinces their target audience that they are the BEST option for that family’s orthodontic needs. How much better would your direct marketing response be if you offered a FREE report on your website titled, “The 8 Things You MUST Know Before Choosing Your Family’s Orthodontist” and then captured the names and email addresses of those leads? Up to 50% higher.

How much more profit would your practice derive over time from its direct mail campaign, if you could improve your response by 50 - 100%? Mail with the proper frequency, and offer compelling, educational information on your website to your prospective future patients – “the Investigators”, and your practice can enjoy these superior results over time, too.

Tags: orthodontic marketing, orthodontist new starts, orthodontic practice, orthodontic patients, marketing

Increase Patient Referrals at your Orthodontic Practice

Posted by Andy Zuch on Fri Jun 20, 2014 @ 03:05 PM

3 Most Important Points to Remember When it Comes to Patient Referrals

  1. The doctor’s good name alone, isn’t going to increase new starts by way of more Patient Referrals.

    Your patients have more pressing things to do each day than sell your orthodontic practice to others people. They are busy, just like you.

    We, as marketers, need to remind our loyal customers to refer us to their friends, neighbors, & family members. Having a tangible referral piece (brochure) is that reminder.

    We, as marketers, also need to incentivize (where allowed) our loyal customers to refer us to their friends, neighbors, & family members. Offering patients an account credit or Visa gift card have been effective referral incentives for many orthodontic practices.

  1. It doesn’t take any special sales skills to have success with the GetOrthoCases Patient Referral Brochure 3-Step Staff Action Plan.  If your staff is willing to implement the action plan and introduce the brochures to your patients with the simple presentation we provide and train your staff on, you will increase new starts from patient referrals at your practice.

    Our clients who are most successful with our Patient Referral Brochure & Action Plan, simply have made this marketing initiative an important practice system.

  1. Your practice's Patient Referral Incentive piece needs to be actively introduced to your patients with a simple rehearsed script. Sitting your referral marketing piece on your counter, or on a table in your waiting room, won’t yield an increase in patient referrals.

 

braces

2 Best Times to Ask for a Referral are when your patients are most excited about your practice:

1. The visit when they get their braces on
    or receive their Invisalign® trays.

2. The visit when they get their braces off.

 

 

gocpatrefbroch

Your key to vastly increasing patient referrals at your practice, is to give your staff a tool that is EASY and COMFORTABLE for them to introduce on a consistent basis. (Incentivizing key employees for effectively implementing this tool, doesn’t hurt either…)

Here is a proven 3-Step Staff Action Plan that you and your staff will find easy to implement successfully. We have given this to hundreds of orthodontic practices who are using it effectively. Click Here

And if your practice doesn’t have an effective Patient Referral marketing tool in place, consider hiring a professional practice marketing company like GetOrthoCases to create one. If used in conjunction with our 3-Step Staff Action Plan, you will be impressed with the results.

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