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The Orthodontic Marketing Blog

4 Reasons to Use Direct Mail Marketing Instead of Email Marketing

Posted by Ben Ohanesian on Fri Apr 03, 2015 @ 09:00 AM

When you work in direct mail marketing, it means spending some time defending your business. I can’t tell you how often people tell me things such as, “I don’t ever buy things through mail,” “Big businesses don’t do that anymore,” and “But isn’t email more popular?”


It’s undeniable that technology has changed the direct marketing industry. However, it has not irreparably damaged direct mail marketing. To the contrary, direct mail has been enhanced by web technologies in many ways. Direct mail is great at getting leads to visit a webpage, encouraging consumers to buy online or collecting information (including email addresses!) from prospects.

Rest assured, direct mail isn’t going anywhere anytime soon. To prove it, here are four good reasons why you should use direct mail in place of email to get the best results for your orthodontic practice's marketing dollars.

1. Inbox overload

How many emails do you get a day? How many do you read a day? I would bet that the first answer is higher than the second. The fact is that most of us get way more emails than we want to read -- or are even capable of reading.

Our inboxes are overloaded with personal communication, updates, news and offers. While these may all be great, we don’t have the time or desire to click into each and every email. Many people don’t even sort through their emails daily. And that means your marketing message, and therefore the basis of your livelihood, might be sitting at the bottom of the “stack.”

So what happens to it? Well, when your orthodontic prospects finally get around to their inbox they’re likely to just “Select All” and “Delete.” Say goodbye to any good your sales message might have done. Sending it was a waste.

Sure, you could argue that people throw away physical mail too, but the numbers are in favor of direct mail here. A study by Epsilon showed that 77 percent of consumers sort through their physical mail as soon as they get it. Even better, data from the U.S. Postal Service showed that 98 percent of people check their mail daily. That means a lot less “back up” in the physical mail box and a much better chance for your orthodontic marketing piece to get read.

Email might have changed the marketing environment for good, but you can use that change to your advantage. Let other orthodontic practices focus on email marketing. Let them sludge through the massive inbox overload that everyone is experiencing. In the meantime, there is not nearly as much competition in your standard mailbox -- and that’s where you should be aiming your sales messages.

2. The personal touch

Getting your message past the garbage shoot is just the first step. You need your direct marketing piece to connect with your potential clients on a personal level. Unless you plan to try door-to-door sales, you’re not going to get any closer to your prospects than direct mail. With a strong marketing piece, you will walk right into their home, sit down at their kitchen table and pitch your product with expertise that only you can deliver.

You just can’t achieve those same results with an email. When your prospects are reading their email, they may have a dozen other things vying for their attention. They have notifications going off in the background letting them know 20 new emails just arrived in their inbox, or they have a new Facebook or Twitter post to look at. All the while, your email is like a tiny little voice, trying to peep in for some attention.

Does that sound like personal contact to you?

In the age of multitasking, computer users are by far the most distracted. And that’s one reason why unsolicited emails get so little attention. Direct mail is all about talking directly to your potential clients. Direct mail allows you to step right into prospects' lives as soon as they open the piece. A strong marketing piece meets your prospect’s train of thought and runs with it.

So take the chance to join your prospects at the table. Forget fighting for email space during a busy day and step in when they’re already taking a moment to themselves. Once they have your marketing piece in their hand, it’s time to let the sales copy do its job.

3. Increased trust

With increased technology comes an increased concern for privacy. With hackers constantly breaking into “secure” sites and identity theft a real threat, people trust electronic communication less and less. Phishing scams are common and people do not trust attachments and links in an email. Sometimes, even images can get devoured by the dreaded spam filter.

So how do you get your email to stand out? How do you impress your prospects? How do you “wow” them to the point where they simply must know more?

In two words; you can’t.

You don’t get options with email. When your message arrives in their inbox, you get a subject line or headline. That’s it. You can use all the latest technology you have at your fingertips. But the fact is simple: Sometimes a headline just isn’t enough.

In addition, splashy emails with multiple attachments aren’t seen as trustworthy. People are suspicious and careful in the online world. This caution is entirely to the detriment of your marketing message. In fact, even the simple words you write might be doubted. After all, you can’t believe everything you read on the Internet, right?

Direct mail is not faced with these same problems. You can “attach” as much as you want without setting off alarms. Consumers are bound to trust your direct mail marketing piece much more than they would a suspiciously fancy email.

4. Enhanced delivery

A direct mail piece has the opportunity to be much more impressive than a simple, boring email. While this is not always necessary (sometimes a straightforward postcard can suffice), it’s definitely nice to have so many options.

Here’s an example: Around the holidays, I receive Christmas cards from friends and family across the country. As soon as I grab my stack of mail, I recognize them. They’re the ones with bright red or green envelopes. I would never dump that in the trash without looking at it! (I look for pastel-colored envelopes around Easter, too.)

Many people have these built-in receptors for something special that tells them that a mail piece is worth opening. You can duplicate these cues to give your mail piece a better chance of making it to the table. Colored envelopes are only one example. You can also use a “handwriting font” for the address to make your sales piece look like personal mail.

If you want to stand out to your prospects, you must do something different than what your competitors are doing. Everyone can send an email, but direct mail is something special these days. Not only that, research shows that direct mail connects with consumers on a deeper emotional level and provides a much higher response rate.

Don’t let anyone tell you again that email has ruined the direct mail industry -- it’s simply not true!


Tags: orthodontic marketing, orthodontic practice, marketing

Personalize Your Orthodontic Direct Mail with Variable Data Printing

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

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

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

MancusoOrVarCard415 1

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

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

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

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

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

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

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

How to Use Variable Data Printing:

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

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

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

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

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

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

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





Tags: orthodontic marketing, orthodontic practice, orthodontic patients

Tips To Yield A Higher Conversion With Direct Mail

Posted by Ben Ohanesian on Tue Mar 24, 2015 @ 09:15 AM

Today you can choose to have just about any form of paper communication delivered electronically. Is direct mail marketing still worth considering? Well, Google certainly seems to think it is! Despite being a mega-leader in technology, Google still embraces strategic mailing for some of its ad campaigns. If it works for a technology leader like Google, imagine what optimizing your direct mail marketing strategy can do for your orthodontic practice!mailbox 28939 1280

Tips to Boost Online and Offline Conversion

Direct mail has the unique advantage of being able to drive traffic to both your office and your Web page. Many businesses are utilizing a digital-only marketing strategy, which gives your orthodontic practice more room to stand out in the mailbox. The top-of-mind awareness created by a physical mail piece means that more recipients than you would expect will be likely to check out your website. With that in mind, make sure you take the following steps to make your direct mail campaign as effective as possible:

• Design your mailers to match your existing "brand" image, social media accounts, your website and your office.

• Use address databases to create a highly-targeted mailing list of the demographic you want to target.

• Get more people to look at your mailer instead of throwing it away immediately, by choosing a simple format, i.e., a postcard.

• Include a QR code so smartphone users can access your landing page quickly, rather than having to remember and type in your URL.

• Keep the URL too, but make it simple and easy to remember. After all, not everyone uses QR codes.

• Let the postcard mailer work like a coupon for an in-office discount. This also enables you to track the success of your postcard mailings.

Don't limit yourself to thinking that e-advertising just drives Web traffic, and direct mail only brings in live customers. Expect and prepare for increased traffic at either venue. All parts of a strong marketing strategy should complement each other.

Optimizing Your Practice's Direct Marketing Strategy

There will always be those who scoff at the relatively low response rate of direct mail. However, regarding cost-per-lead generated, direct mail marketing is hard to beat, and the response quality is often very good. Many consumers are also more open to receiving mailed advertisements than marketers think they are.

There are several ways you can optimize your direct mail campaign:

• Clarify your call to action—from "check out our site" to "Offer applies to the first 15 patients only!"

• Time your mailings to coincide with real events. For example; October is National Orthodontic Health Month. A postcard featuring an October-only discount that hits your target homes in early to mid-September is informative, and also creates a sense of urgency to call your office now.

• Commit to consistent, consecutive mailings. One or two mailings may not be enough to initiate an identifiable increase in your practice's new patient starts. Continue building your area's brand awareness of your orthodontic practice, and don't get discouraged if you don't see results right away. Repetition in your marketing efforts is vital to long-term success in building your practice.

• Look for ways to make a personal connection. Consider customizing your mail pieces, putting in the addressee's name (instead of "Current Resident"). Direct mail with the recipients’ name featured prominently in the headlines definitely grabs the readers’ attention, and increases the likelihood that the mail piece is read. Learn more about personalized direct mail marketing for your practice.

Though it can be tempting to try to reach every household in your area, it would be wise to target specifically those who already want or need your services. That way, you can focus on sending a message that appeals directly to them, instead of being too vague (for example, a pediatric dentist should target families with children, not childless adults). With specific targeting, your word-of-mouth will reach far beyond your initial mailings.

Every postcard mailing you send should build your brand. Use words and images that people already associate with you, building consumer trust. Make sure the photos do most of the talking, so you can keep your copy short and sweet, and dedicated to essential information.   

Your Ortho Practice Can Benefit From Direct Mail

What are the benefits of employing this strategy? Two words: it works. Consumers will have your physical postcard in-hand, prompting them to look at your promotion more carefully than when viewing a website where they can jump from page to page (getting easily distracted).

Knowing the power of direct mail can definitely give you an edge over the competition in your area. Go ahead and give direct mail marketing a try!

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


Tags: orthodontic marketing, orthodontic practice, orthodontic new starts

4 Benefits Of Blogging for Your Orthodontic Practice

Posted by Ben Ohanesian on Fri Mar 20, 2015 @ 09:53 AM

2 women online

Blogs are one of the best content marketing tools for today’s internet marketing strategies. The current online market is filled with consumers who want to research, learn, and get other opinions on products and services before they make a purchase. Blogs are a great way to share info in more detail for those who want to learn more, and provide a platform for clients to discuss the services you have provided for them.

Four Benefits of Blogging for Your Orthodontic Practice:

1. Develop your brand and showcase your expertise
An Orthodontic Practice Blog gives you the opportunity to show potential patients that you're an expert in the profession of orthodontics. In addition, your blog can illustrate how you provide not only exceptional orthodontic care, but also answers to commonly-asked questions and advice to families on how they should choose their orthodontic specialist.

Displaying your expertise as an orthodontic specialist will build trust and your blog will become a valid source of info for potential orthodontic patients in your area. Your blog will also build your practice’s credibility, giving you the opportunity to successfully compete with larger practices. The result of this blogging effort will be a positive online reputation for your orthodontic practice.

Blogging also provides a way to show your (and your staff’s) personal side, and explain your practice’s treatment philosophy. Allowing potential patients to get to know you and your staff personally increases the likelihood that these patients select your practice for their family’s orthodontic care.

2. Platform for customer service and community building
The comment tools on your blog page are a great place for your clients to provide positive feedback about your expertise and services. A way to get the conversation going is by asking a question or for their opinion. A simple, “what do you think about this topic” can be enough to get things moving. Your readers will build a community of followers and you will find they can become your greatest advocates and source of possible referrals.

It also gives the opportunity, in a controlled format, for clients to submit concerns and complaints for you to mitigate and resolve. It's far more beneficial for clients to leave feedback in a comment versus in public forums where it is more difficult to get it removed, or to work with a client to resolve their complaint.

3. Drives more traffic to your orthodontic website
Blogs are a shareable content that your readers can pass around in multiple social platforms, news sites, and more. You'll receive more visitors to your site and this will help your blog and your practice get exposed to new followers and leads which you can then convert into new orthodontic patient starts.

A simple call-to-action on each blog post will help with this conversion. A simple follow us button, a newsletter sign up, or a contact us link will lead the reader to become a loyal follower and a prospect for your orthodontic services.

91114 blog CTA box
4. Improves your SEO content and ranking
Search engines look for fresh and constantly-changing content on websites. The easiest way to do this is through active blog posts. This helps with your SEO as it tells them your website is actively maintained and they should be checking it frequently for updates. Each article provides an extra page for the search engines to index, which is important because websites with larger volumes of indexed pages enjoy higher quality scores with the search engines. Be sure you keep up with valid content that utilizes your keywords in each post, thus increasing the opportunities for your page to move higher on the search engine results.

Blogging for your orthodontic practice will turn your audience into prospective clients and lead to conversion of new orthodontic patient starts. Blogging should be done weekly for best results. If you can’t keep up with a weekly blog, a slower option would be a monthly blog post. Blogging can be tough for someone who isn't interested in writing. There are many service providers out there who will write weekly blogs for your orthodontic practice, which will save you time.

Now that you have read about the benefits of blogging for orthodontic practices, it's time get started on your own practice blog!

Tags: orthodontic marketing, blogging, orthodontic practice, orthodontic new starts, patient referrals, orthodontic practices

Postcards Pack a Punch for your Orthodontic Practice

Posted by Ben Ohanesian on Thu Mar 19, 2015 @ 04:27 PM

If you’re looking for a quick and cost-effective hit for your next orthodontic practice's direct mail campaign you should definitely consider postcard marketing. It can be a really good way of attracting attention. Direct mail postcards are used by all sorts of businesses to promote offers, services, brands and products. They are colorful and come in all sorts of shapes and sizes! Because there's no envelope to open (saving you money right there!), they have immediate impact and a higher “read rate.”

So...if you like the idea of postcard marketing for your orthodontic practice, read on.ortho postcard

    ▪ Plan it

Be clear about the purpose of your postcard marketing campaign. Be as attention grabbing as possible and don’t be boring!

    ▪ Be colorful

Make sure you really maximize the impact of not using an envelope. Use high-quality photographs and prints and use striking colors and images.

    ▪ Size matters

Don’t use too many words – keep your message simple. But do consider an oversized card. It may cost a little more but it will stand out from the crowd.

    ▪ Remember – you’re generating leads

You’re not writing War and Peace. Short bold headlines are good. And remember, postcard marketing is about generating leads (or new patient starts).  Make sure you include lots of different ways for people to contact your office!

    ▪ Deadlines are good

Sending postcards is a great way of getting time-sensitive information out there. Use them for special offers or reminders. But don’t forget to put in a timely expiration date. That creates a sense of urgency to "Act Now", which is good for you!

    ▪ There are two sides to every postcard

Space is limited, so don’t waste it!  Make the most of both sides of the postcard. View the non-address size as a poster, using bold colors and photos. Use the other side for the address, your contact information, offer information and any other important details.

    ▪ Think creatively

Postcard marketing can be used for a multitude of things. New or existing patient discounts, gift vouchers, special offers, new doctor announcements, new office openings...the list is endless!

    ▪ Don’t skimp on quality

The whole point of using a postcard is to have impact. Go for full-color printing on good quality card stock. You want your postcard to move through the postal system with a bang, not a whimper. You also want it to still look good when it reaches the recipient.

Click here to schedule a 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.

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

Successful Orthodontic Targeted Direct-Mail Marketing

Posted by Ben Ohanesian on Wed Mar 18, 2015 @ 01:24 PM

If you think implementing a targeted, direct-mail marketing campaign for your orthodontic practice is too expensive, you need to understand that a successful campaign can quickly and easily offset those costs and elevate your practice's profits. That’s why so many businesses take advantage of the targeted direct-mail marketing concept. The key to your practice's marketing success lies in a good marketing campaign strategy, which goes a long way to generating a large return on your investment. 

orthodontic marketing

Here are 8 points to consider when planning your targeted direct-mail marketing campaign. 

1. The mailing list

A big part of direct marketing is knowing who your prospective clients are and being able to target that audience with your direct mail pieces. This will save you a lot of money and increase your return on investment. Compiling your own list can be time-consuming and non-specific. The best thing you can do is purchase a targeted mailing list from a reputable company, one that will guide you through fine-tuning your preferred demographic so you get the best leads possible. 

2. Perceived value

Another important facet of targeted direct mail marketing is your offer. You’re wasting your money if your direct-mail marketing promotions don’t include a solid financial offer. The key is to give your possible clients a compelling reason to choose your orthodontic practice now, so make your offer truly unique and large enough to provide great value to your clients without breaking your marketing budget. Make it a limited time offer to maximize your return on investment, and have prospects redeem a coupon or offer code so you can gauge your campaign’s success.

3. Eye-catching design

Having a great design that stands out and also works to reinforce your message is essential to direct-mail marketing success. The credibility that a professional design lends to your targeted direct-mail marketing campaign is well-worth the investment. 

4. Great printer

Choose a printer with a reputation for quality and good customer service. Pricing should not be the determining factor. In the printing world, you often get what you pay for, and your practice won't benefit from sending out poor-quality, direct-mail marketing pieces. 

5. Let your printer handle the mailing

Most reputable printing companies have their own mail house, or have a good working relationship with one, to deliver your direct-mail marketing pieces. This can save you time and money, because your mailing list can be imprinted as the pieces are printed. You won’t have the extra costs associated with shipping your marketing pieces from one place to another before actually mailing them to your prospects. In addition, good printers are knowledgeable in printing and postal regulations, and postage pricing, so they can get you the best price on bulk mailings. 

6. A compelling, effective message

Great promotional copy identifies with your target audience through features and benefits. You should also motivate prospective clients through an effective call-to-action, which directly relates to your great offer.  

7. Think like your client

Take a step back from your direct-mail marketing efforts and approach them as your prospective clients. How would you react to your marketing piece? Does it look credible? Is the offer strong enough? Would you want to use your services? Next show it to your family members, friends, co-workers and even people on the street to get their honest opinions. If you can’t convince them to call your orthodontic practice, you need to rework your campaign. 

8. Repetition

This is a crucial, but often-ignored facet of direct marketing that will yield the best overall results. A successful targeted direct-mail marketing campaign will consist of several mailings, spaced over a set amount of time. Repetition is key to getting your message out to your prospective clients, and building the “brand” recognition that is vital to growing your orthodontic practice.

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

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.

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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