How to Get a Flood of New Patients This Summer
by Joy Gendusa, Postcard Mania CEO
What You’ll Need:
Direct Mail Postcard Campaign
Automatic Google Follow-Up
The ability to get into a hammock (Don’t laugh. It’s hard!)
1. Mix Direct Mail and Automatic Google Follow-Up together until they blend into a beautiful fusion of lead generation and lead conversion.
2. Pour tall glass of iced tea.
3. Place a tiny (but festive) umbrella into the iced tea and enjoy a relaxing swing in the hammock, while new patients come pouring into your practice.
Now the last two steps are the fun part. You don’t need any pointers on those. But I should warn you – taking on Step 1 without guidance from a marketing professional can be REALLY problematic. I mean using direct mail and Google marketing together. Is that even legal? Or possible?
YES it is! It is both legal and possible.
IN FACT, – combining the old school and new school marketing strategies is the best way to maximize your return on investment. I’ve been marketing small businesses for 20 years, and I have to say – I've never seen anything like the results we get from using these marketing tools together.
But don’t take my word for it. Let’s talk about WHY it works…
WHY YOU NEED DIRECT MAIL
LEAD GENERATION – Direct mail delivers a better response than any other marketing tools. In 2012, the Direct Marketing Association reported the average response rate for digital media was roughly 0.03%. And what kind of a response did direct mail produce? 1.2%. That response rate isn’t industry specific, but the difference is undeniable. Digital marketing just can’t touch the lead generation power of direct mail.
So that’s the general dominance of direct mail for lead generation, but there are also some specific benefits direct mail offers cosmetic dentists:
Marketing postcards can be mailed to highly specialized lists that target the kinds of people already in need of cosmetic dentistry. You won’t waste money marketing to people who aren’t interested. You put your investment where it has the greatest likelihood of producing revenue.
Postcards don’t come in an envelope. A bit of a no-brainer here, but it is an important thing to mention. Even if your prospective patients don’t call right away, the more they see your practice’s logo and read your message the more likely they are to become a patient. Repetition produces results. It’s a scientific fact!
It doesn’t take much to create a GREAT return on investment (ROI). Take the amount of revenue the average patient brings in to your practice in a year. Now, multiply that number by the number of years an average patient stays with your practice. The answer is what I call the “Lifetime Value” of just 1 patient. Looking at the entire revenue potential of each new patient, you really only need 1 or 2 to generate a profit from your marketing.
As long as the profits are flowing in, why would anyone stop mailing their postcards?
WHY YOU NEED GOOGLE FOLLOW-UP
So your direct mail postcards are generating leads like mad. Some are calling your practice. Some are visiting your website and filling out contact forms or scheduling appointments. But a bunch of potential patients are visiting your website and NOT filling out a contact form! What about them? You lose those prospective patients forever, right?
Nope! C’mon what is this, the stone age?
This is the 21st century! A time when Google can track the all visitors of your website and follow up with them using targeted ads until they return to your site and become a patient.
DirectMail2.0 is the lovechild of all the newest 21st century marketing capabilities. It’s the whole package of direct mail’s lead generation teamed with Google’s incredible follow-up. But it’s more than just that. It’s like an entire marketing system in one convenient package. On top of the direct mail and Google follow-up capabilities, it also has tracking features that allow you to see how many people have visited your site, how many people are seeing your follow-up ads and how many calls you’ve received from each campaign. It also tracks your postcards, so you know when they arrive (and can get some more help in the office before the phones start exploding). It even records your phone responses, which lets you conveniently listen in on your schedule.
My favorite part is how easy it is to upgrade regular direct mail to DirectMail2.0. It only costs pennies more per piece, and with the consistently better ROI DirectMail2.0 users enjoy, it’s well worth it.
So really all three steps can be a piece of cake. Just turn your direct mail into DirectMail2.0 and everything is taken care of. You just make the iced tea.
SUMMER DIRECT MAIL TIPS FOR COSMETIC DENTISTS
My company has worked with 3,932 dental practices. So when I say I have some experience marketing dental practices, I’m not messing around. Through all that experience, I’ve learned the strategies that really get results in the dental industry. And now these tips are all yours. Free of charge:
Dental practices usually need a bigger postcard to get optimal results (6x8.5 or larger if you are in a highly competitive market).
You MUST continue to mail to your current patient list to keep them making regular check up appointments.
88.6% of our successful dental campaigns mailed a minimum of three times.
Offers that work:
Free Consultation/Second Opinion (+ additional offers)
Discount on First Procedure ($50, $100, $70, $150)
Discounted Whitening ($99, $225, $150, $100 off)
Free Gifts and Raffles Can Also Be Effective
You can take your practice to the next level this summer by taking advantage of some of the great new marketing technology that’s out there right now. Start using DirectMail2.0 and watch your practice bloom like the flowers in your garden. Then, enjoy a nice glass of iced tea in your hammock and revel in the genius marketing decision you just made.
Joy Gendusa is the founder and CEO of PostcardMania. She literally wrote the book on direct mail (The Ultimate Direct Mail Success Manual!) and offers free samples to all dentists interested in postcard marketing. Add Joy on Google+!