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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

postcards 456552 640

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

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

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

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

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.

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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

Get the Best ROI on your Orthodontic Practice Marketing

Posted by Ben Ohanesian on Tue Jan 20, 2015 @ 10:00 AM

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Targeted direct mail campaigns can bring an impressive and measurable return on your investment (ROI) when marketing your orthodontic practice. Done correctly, promoting your orthodontic practice through targeted direct mail postcards has proven to be one of the best ways to fill up your appointment book with new patient starts and create brand name recognition in your area.

Your postcard marketing campaign will bring in new patients, because it consists of the following:

· Demographic targeting

· Consistent, consecutive mailings (3 to 4 mailings per year)

· Postcard design

· Proper front office training

· ROI reporting

Click here for more info on Targeted Direct Mail Campaigns

Demographic Targeting (Your mailing list):

The first, and most important step in your direct mail marketing campaign is to create your precisely-targeted mailing list. By precisely-targeted, we mean specific groups of people in your designated area(s) who are most likely to become the new patients you want to attract to your orthodontic practice, such as households with certain income levels and children between the ages of 7 and 15.

Maximize your marketing investment by getting your orthodontic practice's mailer to the most viable prospects. We can help you fine-tune your mailing list to only the best prospective households to receive your effectively-designed postcard.  

Consistent, Consecutive Mailings:

We recommend that our clients commit to 3 to 4 mailings per year. The reason for this is simple. Consistency works. It's been proven, time and again, that you will receive the highest overall ROI on your marketing investment dollars by doing more than just one mailing. It's true in any business; people need to see your message more than one or two times before they decide to investigate your orthodontic practice. By mailing your postcards consistently,  three to four times, over the course of a year, you are building brand recognition for your orthodontic practice. When that precisely-targeted household decides to begin their child's orthodontic treatment, your office will be the one they call!

Postcard Design:

We will work with you to create an engaging and effective design for your postcard, which is crucial for getting a good response rate.

• Stand out – Grab the reader's attention and do it quickly! Your postcard should differentiate you from your competition. It should make people stop what they are doing and read it, by featuring a great financial or service incentive, compelling photos, and the use of eye-catching colors. Remember also, that less is more in targeted direct mail. Mailers that are jammed full of copy won't work nearly as well as those that are to the point, well designed, and attention-grabbing.
 Keep your message simple and concise. Remember, it's a postcard, not a practice information brochure.

• Call to action – Your target audience needs a reason to take action. "CALL US NOW!” may work, but a more appealing offer that speaks to your precisely-targeted market can make a big difference. Use an offer that makes certain your orthodontic practice will benefit. You don't want to extend an offer (financial or service) that is too aggressive or gives too much away. It should be a win-win for your prospective new patients AND for your practice.

• Your contact information – Even though it may seem obvious, you might forget to include all of your orthodontic practice's contact information on your postcard. Your phone number needs to be very visible and large enough to encourage phone calls. Include your office address and website. Depending on your target market, you may want to include your social media accounts and, if applicable, a QR code for easy access to your mobile website.

Marketing Performance Tracking and Training:

One of the best things about targeted direct mail marketing is how easily and how well you can track the performance. Unfortunately, many orthodontic practices don’t take advantage of this BIG benefit of direct mail. We definitely recommend using a call tracking number on your postcards. With this unique phone number, you can find out exactly how many calls are generated from your direct mail campaign, the number of calls you miss, when those calls come in to your office, and much more.

And, there is more you can do beyond call tracking to monitor and improve your campaigns, with additional resources. We utilize call analyzers who are trained to listen to every call your orthodontic practice receives, and they score each call on the various key performance indicators. Listening to and rating these phone calls gives you knowledge about what your front office staff already does really well, and the areas where they can benefit from additional training to further enhance the callers’ experiences and turn those phone calls into appointments. We are available to give additional training to your front office staff to convert more callers into new patients.

Now What?

Once your mailing on its way to those precisely-targeted homes, over the next several weeks, you can monitor the effectiveness of your postcard campaign. Most of the phone calls from your mailer will come in the first four to six weeks, but you will also receive residual calls months after.

From our experience, you should look for the following performance from your postcard campaign:

• An average of two to four times return on your investment (ROI)

• 50% minimum conversion rate of prospective patients who call scheduling appointments


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