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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: direct marketing, orthodontic 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

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

Blogging…It’s Vital For the Growth of Your Orthodontic Practice

Posted by Ben Ohanesian on Wed Jun 17, 2015 @ 02:00 PM


Blogging was initially created to provide a unique platform for people to share their ideas, feelings, life experiences, and opinions. Blogging first started to catch on in the late 1990s.

Today, everyone from Fortune 500 companies to your neighborhood bakery shop are blogging (in addition to other digital reach methods) to increase their online presence and inevitably increase their bottom line.

If your orthodontic practice’s website does not have a blog that is updated regularly, you are missing a huge opportunity to increase your practice’s visibility and thereby increase your digital reach—your potential client base and your bottom line.

Blogging Really Does Matter—Just Ask Google
In today’s social media-based society, your orthodontic practice needs to have a powerful online presence in order to stand out among your local competitors. When someone goes to search for an orthodontist, you want your name to come up close to the top of the search results list. How do you accomplish that? With effective search engine optimization (SEO).

In the past companies like Google put an emphasis on keywords—which words you were using to market your practice and how often those words appeared on your website. As technology has evolved, Google (and other search engines) are using more advanced formulas that determine how frequently you post and update your website, in addition to the origination and quality of the content you post.

So, you ask, what does this have to do with blogging? The answer is, everything!
There is no better way to add relevant content to your website on a regular basis than to start and maintain a blog. Where you rank in search engines matter.  One of the most effective ways to increase your SEO rankings is to add unique, high-quality, relevant content on a regular basis to your blog.

No Time For Blogging? Hire a Professional
There are some really good advantages to hiring a professional to do your blogging for you; they can help take your practice's online presence to the next level.
First, and most importantly, professionals know how to use certain words or phrasing to capture your target audience; taking what you want to say and improving the influence that these words have on your potential clients who are reading your blog.

Secondly, the right professional will understand that blogging is an aspect of digital reach but, by itself, is not enough. These blogs also need to be posted on external websites for SEO (which will be even more important in the future) and should be combined with other digital reach or social media efforts including digital PR and marketing.

Last, but not least, it saves you time. Hiring a professional will allow you to spend your time focusing on your orthodontic practice’s goals and visions—allowing you to effectively grow your business now and in the future.


91114 blog CTA box 

Note: It's important to keep this fact in mind. Even if you hire a professional blogger, it’s important to understand that YOU must play an integral role in educating the blogger on your practice, why you and your office staff do what you do, the services and products that you offer, and be willing to be an active part of the blogging process. Digital reach—social media and beyond—is a vital component in the success of your orthodontic practice.

GetOrthoCases can help get you started on your practice's blog! Orthodontic practice marketing is what we do and ALL that we do.


Tags: orthodontic marketing, blogging, orthodontic practice, orthodontist, marketing

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

Postcard Orthodontic Marketing: The Pros and Cons

Posted by Ben Ohanesian on Mon Apr 20, 2015 @ 10:30 AM

Are you an orthodontic practice owner who has spent countless dollars on online advertising, and feel that you have no good results to show for it? You’re not alone.

smiling professionals

Now here's some good news. Postcard marketing could be THE solution for your practice. Although it may not seem as high-tech or savvy as online marketing, postcard marketing might just be that tried-and-true alternative you’ve been looking for.

While the cost of postage has gone up and up (and up some more), the advances in technology and creativity have now given us a plethora of tools and resources for clever design.

The digital age has revolutionized "snail" mail. It has become a novelty, and therefore, a rare treat. Believe it or not, consumers have begun to appreciate direct mail again!

Direct mail IS earning new respect, and is garnering the attention of thousands of consumers every day. If you haven’t yet considered a postcard marketing campaign, you really should. It’s an effective, affordable and easy strategy to increase those phone calls and possible new starts to your orthodontic practice.

The Pros of Postcard Marketing for your Orthodontic Practice

• Postcards can be used as great reminders for offers and incentives, or new office openings.

• Postcards can help spread the word and increase community awareness about your office.

• You can target specific households without wasting money on ineffective mass mailings.

• Postcard marketing can promote your practice brand and enhance the marketing efforts your practice already has in place.

• They’re affordable and easy to create. GetOrthoCases can help you create your precisely-targeted mailing list, and we’ll even take care of the mailing for you!

• Postcards are durable and can be printed on high-quality, glossy card stock.

• Postcards are non-intrusive. They don’t interrupt people when they’re online.

Click here for more info on Targeted Direct Mail Campaigns

 The Cons of Postcard Marketing for your Orthodontic Practice

• You have limited space to write your message. Just remember to focus in on exactly what you want your postcard to say.

• Postcards require a mailing list, and that requires upkeep.

• Tracking the results can be a bit more involved than with digital advertising. But, we can help you with that. Contact us to find out more about call tracking.

• Remember, several postcard mailings are required before you will see an impact. Repetition IS vital to the success of your postcard marketing campaign!

Four important tips for using a postcard as a marketing device:

1. Do not include everything that comes to your mind on the postcard. It should not look too busy. The message should be easy to read at a glance.

2. Do not include more than one call-to-action on a postcard. The recipient should know what is expected of him. By adding more than one call to action you are confusing him.

3. Do not try to sell anything on a postcard. No one is going to buy anything after receiving a postcard from an unknown sender, so it is best to use it as an attention-getter. Once you have the reader's attention, you can send them to your website where you can promote your product and services.

4. Always include a valuable offer or financial incentive. This will make your message that much more memorable to the reader.

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


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

Orthodontic Marketing 101: The Top 5 Goals of Direct Mail Postcards

Posted by Ben Ohanesian on Fri Apr 17, 2015 @ 10:00 AM

Here’s why postcard marketing campaigns are great – they're short, clean, and to the point. Direct mail postcards are one of the fastest and most cost-effective ways to make the phone ring at your orthodontic practice.

postcards wheelPostcards are not usually a good marketing strategy for the simple act of closing a deal, but if they are designed correctly, direct mail postcards can be great for pre-selling products and services, building brand awareness, and creating client loyalty. Best of all; postcards are the most efficient and excellent direct mail advertising pieces for generating phone calls. 

A postcard direct mail campaign can make your phone ring off the hook with compelling headlines, succinct copywriting, engaging graphics, a compelling offer, and a solid call-to-action. To take that a bit further; a series of direct mail postcards can receive a torrent of responses, build client loyalty, and stimulate practice brand awareness. Yet, postcards are one the easiest to manage direct mail marketing campaigns.

Even though postcards aren’t the best for closing sales because of their short and open format (no one can enclose a check to pay for an order or write a credit card number), response can still be quite high. Here are those 5 important goals of using postcards in any direct mail marketing campaign.

1. Generate phone calls.

The number one objective of most postcard marketing campaigns is to generate a phone call. Ninety percent of the postcards we create for clients are written with this single objective in mind: Make that office phone ring. 

The way to make the phone ring at your orthodontic office is very straightforward in this simple postcard format: Offer something for FREE and ask for the phone call several times on the card. “Call for a FREE evaluation!” or “Call for FREE second opinion! Call for a FREE orthodontic consultation. Call for…” well, you get the idea. Ask readers to call you enough and they will. Every time a reader calls, you have the opportunity to provide better service and increase client loyalty and longevity. And, yes, increase new patient starts and revenue? Yes, you can do that, too. Your postcard doesn’t do that, YOU do that. The postcard generates the call, but YOU make the sale.

2. Build practice brand awareness.

The other 10 percent of the postcards we create build practice brand. By mailing postcards frequently, you can stay in the top of your clients' and prospects' minds. So, when your clients need anything that relates to your practice—they immediately think of you, and call you first. 

3. Create (almost) instant success. 

Postcards can generate immediate response if your offer touches a timely trigger point. Figure out what your prospect’s immediate need is and address that in your card. Then, ask for them to call, of course.

4. Build loyal relationships. 

You can—it’s easy! But, not with a single postcard mailing. You need to create your direct mail marketing campaign over time, with a series of postcards. Mailing postcards every quarter is ideal. The key to success? Repetition, your list, relevancy, and your offer. 

5. Don’t sell your product or services. 

The final goal is to realize that you don’t need to sell your product or services from the postcard. But, you do need to generate phone calls and inquiries. Then, when the person calls, your front office staff sells your product or service. Just remember this; it’s much easier to achieve your goal (generating those phone calls) with your direct mail postcard, than it is getting a new patient start. That's why a properly-trained staff is so important to the growth of your orthodontic practice. For more info on staff training, please click the link below.

For our FREE Staff Action Plan, click here.

And, since postcards are easy to handle, they require much less work than other direct mail marketing campaigns which consist of letters, brochures, or anything that needs to be placed in an envelope, folded or stapled. Less fuss and muss. You just address and mail. Postcards are easy. These should be the 5 goals and objectives of your successful orthodontic practice postcard marketing campaign.

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


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

Consumers Like Getting Direct Mail

Posted by Ben Ohanesian on Tue Apr 14, 2015 @ 10:00 AM

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Time and time again, over the past few years, we've heard direct mail being labeled as "old school" and past it's prime. The reality couldn't be farther from that. Direct mail response is on the rise! Consumers enjoy getting direct mail that pertains to them. When direct mail is targeted correctly, it is not considered "junk mail." Why, even tech-savvy millennials like to get mail!

Here are just a few reasons people (still) like to receive mail:

• It's delivered to their home through no effort on their part

• It can be fun (so get creative and think outside of the box when designing your next marketing piece)

• A way to save money (who doesn't like a good deal?)

• It's informative (people are, by nature, a curious lot)

• It's easily saved for future reference or use (consider using a magnet; people can put it on their fridge for future reference)

Direct mail statistics you should know (as reported in "From Letterbox to Inbox 2013"):

• 79% of consumers said that they act on direct mail right away

• 56% of consumers said that they consider print marketing to be the "most trustworthy" of all marketing media outlets

So...what do people do after they receive a direct mail piece? ("Consumer study reveals 'direct mail matters' in connected world," July 11, 2013)

• 44% visit the website listed on the mailer

• 34% search online for more information about the product

• 26% save the mailer for future reference

Keeping all of the above in mind, how can you revamp the way you send your direct mail? Are you focused on the consumer and what is in it for them? Do you have a clear call- to-action, and the benefits they get by responding?  When you think you do, ask someone outside your office to critique it for you. You might be surprised by what you can learn.

Considering the fact that nearly 50% of your mailer's recipients will go online to check out your orthodontic practice after getting your direct mail piece, do you have landing pages designed with them in mind? Are you utilizing responsive design so that they can view your website and landing pages on mobile devices? These days, using responsive design is the best way to have your online content view correctly no matter what device is displaying it. Direct mail will drive people to online engagement; so make sure you are ready for them.

The only way that direct mail will continue to work is if we as orthodontic practice marketers send direct mail to consumers that is well-designed, has a clear call-to-action, and is targeted to the right households. This keeps recipients happy and increases your response rates. And, that keeps YOU happy!

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


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

Make Your Orthodontic Practice Direct Mail Stand Out

Posted by Ben Ohanesian on Fri Apr 10, 2015 @ 10:22 AM

Don't believe all those articles you see that direct mail is dead. Direct mail is still very much alive! Even savvy Internet users continue to regard direct mail favorably. It has a physical presence and a tangible quality that electronic communications don't. However, your direct mail should be relevant and targeted, with the focus on mailing only to those who are likely to come to your orthodontic practice, such as homes with children between the ages of 7-15.

letterbox 211428 1280Here are some simple points to follow to make sure your direct mail piece stands out in the mailbox:

• Declutter. Use a bold headline that is eye-catching, followed up by a short amount of text and bullet points that reinforce the headline. Less is more!

• Images and graphics. They should be relevant to the message and, again, reinforce the headline.

• NEVER USE ALL CAPITALS FOR BODY TEXT and eliminate acronyms and terminology your target audience might not be familiar with.

• Benefits. What's in it for the reader? Don't merely focus on the features of your services or products; focus on how all of that benefits your prospective client.

• Offer. Make sure your offer is enticing and compelling.

• Call-to-Action. Tell them what you want them to do. "Call today!" "Act now to receive your discount!" "Offer available only to the first 15 callers!"

• Response. Give them multiple ways to respond, such as email, telephone, coupon code and website.

• Website. If your call-to-action directs them to your website, make sure it is easy for them to find what they want when they get there. Don't just send them to your practice's home page; consider a landing page that mirrors your direct mail piece.

Click here to learn more about targeted direct mail marketing for your orthodontic practice.

Effective orthodontic practice marketing is about generating new patient starts. People are overwhelmed with marketing messages every day. You need to make your orthodontic practice's message stand out from the rest. While a great design and offer are helpful, ensuring that you are mailing to appropriate target homes is even better. Track your response rates to your current campaign and see what your practice marketing dollars are getting. If you're not happy with those numbers, take a different approach to your orthodontic marketing and see what happens! Remember, direct mail is still very much alive!

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


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

10 Tips for Successful Orthodontic Marketing Using Postcards

Posted by Ben Ohanesian on Mon Apr 06, 2015 @ 10:00 AM

goc mailbox

With all the emphasis on digital marketing these days, a few tried-and-true methods get forgotten. Postcards are one of those methods, but they are experiencing a resurgeance as savvy business owners re-discover their potential power to deliver great results.

Postcards are a simple, low-cost direct marketing tool that pack a powerful punch for millions of small and local businesses. Even big companies and major universities are using colorful and often over-sized postcards to push their products, services, offers and brands.

The lowly postcard has taken on new prominence as a kind of “anti-digital” agent. People are paying more attention than ever to postcards they receive in the mail, and are responding to offers at high rates. Postcards have a higher “read rate” than other direct mail because there’s no envelope to open, and they are easier to read at a glance.

You can quickly create a postcard campaign for your orthodontic practice without a big investment in time or money. And getting your postcards printed and mailed to either your own mailing list or one you buy is a snap with one of the web-based services. Many companies compete for your business, so rates are highly competitive and you can get your cards printed and mailed in a few days.

10 ways to get the most from your orthodontic practice's postcard marketing campaign:

1. Create a specific plan and purpose for your postcard campaign – as big an idea as possible to grab people’s attention. Build value into your message and don’t be boring.

2. Postcards should be eye-catching, so be sure to include high-quality photos or other striking images, graphics and colors.

3. Postcards can say a lot – especially the over-sized variety — but remember to keep your message simple. It’s still a postcard, after all, not a newsletter or brochure. Pretend that every word you write is costing you an extra $100.

4. Short, bold headlines work best. Avoid jumbled information. Postcards work best for short messages and for generating new patient starts. Don’t try to include too much, and be sure to include multiple ways to contact you.

5. Postcards are great for carrying timely messages, so think in timely terms. For example, postcards can convey messages or offers with a short deadline, creating a sense of urgency to call your practice now.

Click here to learn more about our Postcard Marketing Strategies for YOUR orthodontic practice!

6. There are two sides to every postcard, so make the most of both. The non-address side should have the biggest, boldest photos and colors. Think of it as a poster. The other side should carry your offer, contact information and other details.

7. Think multi-faceted. Postcards can be used for many purposes, including appointment reminders, coupons, new technology announcements, new office openings, treatment discounts, etc.

8. Choose high-quality, full-color, glossy printing. These have the most impact. All postcard marketing services offer this, and improved technology has helped lower the costs formerly associated with this type of printing.

9. Oversized cards – 6×11 or larger – stand out in the mail and are a great choice. They also give you more ways to include photos, coupons and even a map to your location.

10. Encourage quick action. Give customers a good reason to act now, perhaps a fast action bonus with a deadline.

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


Tags: orthodontic marketing, orthodontic practice, marketing