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The Orthodontic Marketing Blog

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

Using Direct Mail Postcards to Promote Your Orthodontic Practice

Posted by Ben Ohanesian on Wed Aug 19, 2015 @ 10:21 AM

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Deciding to use direct mail postcards to promote your orthodontic practice is a wise decision. Postcards can be one of the most affordable forms of marketing. Besides affordability, postcards can be incredibly versatile; giving you the ability to announce a new office opening or new associate coming on board, bring attention to a special feature of your practice, and, most important of all, to gain prospective new clients.

Keeping these points in mind, the layout and design of your postcard is critical to its success. Your call-to-action should be clear and concise, and draw the attention of the reader to take action.

Simple Stands Out         

The first thing to remember for your postcard is to keep the copy as short as possible, while maintaining the quality of the piece and the information. You want the reader to understand the offer, without providing too much information. You don’t want to bore the client or even prevent them from reading your postcard. Your content should be focused on a single, compelling call-to-action.

The Bold Print

Capture the attention of your reader with the bold print. You can quickly convey the message with just a few words. For instance, “Summer Savings on Braces” or “Act Now To Receive Your Discount” are both clear ways to communicate the central message. You can provide the details in a smaller font, but this should also be kept informative.

Just The Facts

Make sure that the details of your headline offer only give the reader what they need to know. If you are promoting a special event, give the reader details such as the time, date and location. If you have door prizes or giveaways they should be included with as few words as possible. Only include the contact information that your readers need for this particular event.

The Call-to-Action

This is the most important aspect of your mail. The call to action is critical because it tells the reader what they need to do after reading your postcard. Your website can be used to direct someone for more details

Fonts You Can Read

Fancy scripts might be nice for your Christmas cards, but they have no place on a postcard. Use easy-to-read fonts, keeping in mind that the object is to communicate a lot of information quickly. Arial, Times and Georgia are popular easy-to-read type fonts.

Look For Errors

Triple check your postcard to make sure that it is error free. Would-be clients will have trouble taking your orthodontic practice seriously if there are even simple errors. Spellcheck is only one of the methods of proofreading. Have another person review it prior to finalizing. Have them look for errors in copy, layout and design. Review the contact information to ensure that it is all correct.

If you have covered your bases and followed all of these suggestions, we are certain that your postcard will have a good return on investment.

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 mailing list and are willing to commit – regardless of the early returns. If you do this, you will find more success than you realized.

See samples of some of our successful orthodontic postcard marketing campaigns. Click here.

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

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