What Is Dental Postcard Marketing And The Top 6 Strategies To Implement Them Effectively
The dental care business is not glamorous, and marketing it is not easy either. Dental marketing is like Cinderella’s shoe because it is challenging to find a marketing method that fits the shoe perfectly. The closest thing to a perfect marketing strategy that dental clinics have is dental postcard marketing campaigns.
Unlike many other marketing strategies, dental postcard marketing is particularly effective in getting the desired results for dental clinics. It has everything a dental healthcare business needs to attract a relevant audience and make meaningful engagements with them. Unfortunately, many marketers fail to recognise these capabilities, making them a hidden gem in marketing.
Most organisations today focus too much on direct mail marketing that they need help understanding the concept of direct mail, like postcards. They need to see the potential of dental postcard marketing or learn how they can implement it correctly.
This article makes an earnest effort to rectify this and teach you how you can effectively use dental marketing postcards for your business.
What Is Dental Postcard Marketing?
It is a marketing strategy where dental clinics use postcards to send personalised messages and offers to their patients. In other words, dental postcard marketing is a subsection of direct mail campaign that exclusively uses postcards as the only direct mail material.
Mailing dental postcards let businesses communicate to strengthen their relationship with the patients and run effective marketing campaigns. Direct mail tends to have an emotional impact and has a better chance of grabbing customer attention.
Postcards are very impactful when it comes to touching the emotional nerve of the recipients. Most people have fond memories associated with postcards, and dental postcard marketing lets you tap into those emotions.
You can make your dental marketing postcards even more attractive by adding incentives like discount coupons and other offers. Admittedly, it is an old-school marketing strategy. But does it matter if you are getting excellent results out of it?
Postcards have a response rate of 4.25%, which is significantly higher than most online marketing channels. That’s not all. Half of the people who receive postcards, or more precisely, 50.9%, find them more efficient. Moreover, people are tired of seeing online ads, and something like dental marketing postcards brings something fresh to the table.
Why Should You Use Dental Postcard Marketing?
We can give several reasons you should use dental postcard marketing for your clinic. But in the end, you will only need two, and they are
- Postcards are inexpensive.
- Postcards can convey a clear and concise message (without an envelope getting in the way.).
The open rate of direct mail can be as high as 90%, which is incredibly high for any marketing channel. With dental postcard marketing, this rate could be even higher because the recipient only has to flip the postcard to see your message.
A postcard is the least expensive form of direct mail. But you can still bring down your dental postcard marketing expenses even more. The per-piece cost of sending postcards is significantly low, especially if you are sending bulk mail.
You can use direct mail automation software like PostGrid to optimise your dental postcard marketing expenses. An advanced direct mail solution like PostGrid allows you to access bulk mail discounts from Australia Post.
Automation completely changes everything you know about direct mail. It is no longer a lengthy process that takes up much of your time. Direct mail solutions like PostGrid offer a user-friendly interface that lets you easily create personalised dental marketing postcards.
You can connect PostGrid’s direct mail API with your CRM and other data management solutions to quickly and accurately personalise your mailers. It means you can send much more dental postcards using PostGrid.
Some of the ways you can use a direct mail solution like PostGrid other than sending dental postcards are as follows.
- Send dental appointment reminders.
- Print and mail patient statements.
- Access the template library and manage letter templates.
- Electronically present your bills.
Top Dental Postcard Marketing Strategies For Your Dental Clinic
There is no way of saying how well or badly your dental postcard marketing efforts will turn out. It would be best if you started with a planned strategy to get the best result for your postcard campaigns. Here are some of the most effective dental postcard marketing strategies.
#1 Use PostGrid’s Direct Mail Automation Solution
The best way to streamline your dental postcard marketing campaign is to use automation. Despite sounding scary, automation is easy to implement and extremely effective, especially with a tool like PostGrid. The automated solution allows you to automate your direct mail process fully.
It even offers you a free template gallery and an editor to create unique dental postcards that align with your branding. You can also connect it with your CRM solution to print personalised postcards, which are most effective for the audience.
Automated solutions like PostGrid also offer additional features like scheduled mail. It allows you to send dental reminder postcards and other important mailers automatically. Such a feature can optimise your postal mail communication and boost engagements.
That’s not all. Sending bulk mail also becomes an effortless task with the help of automation. You don’t have to concern yourself with other aspects of the direct mail process, such as finding quality printers or postcard logistics.
Sending your bulk mail dental postcards via PostGrid enables you to access discounted rates from Australia Post. You can save more time and money using automation for your postcard marketing campaigns.
#2 Target Your Old Or Existing Patients
Analysing your revenue streams will likely reveal that a significant portion is from your old or existing customers. And we already know that dental postcards are especially effective in strengthening customer relationships.
It is significantly easier to convince a customer or patient to take the desired action than a new audience. Here, the patient is already familiar with you and your brand. It is easier to run dental postcards marketing campaigns for existing patients because the trust is already there.
All you have to do is, dust up your old contacts and find your highest-return patients. You can start building a long-term relationship by targeting them with attractive dental postcards at the appropriate time.
It does not take a grand gesture to get on the good books of your past patients; you only need to get the timing right. Sending periodic reminders for dental checkups shows your concern for the patient’s well-being. So, it would help to be empathetic in your dental postcards to create the desired impact on your target audience.
Several brands, including the ones in the healthcare industry, regularly check in on their customers using postcards. Dental clinics can do the same and share major updates, such as an upcoming event they are hosting. As a result, dental marketing mailers can boost your engagements and increase conversions.
#3 Create A Sense Of Urgency
One of the most challenging aspects of running digital marketing campaigns is the infinite loop of the decision-making stage. Sounds confusing? Think of all the products you added to the wishlist or blogs you ever bookmarked, hoping to get back to it later. Such situations are less likely to happen in dental postcards marketing campaigns.
Getting stuck somewhere along the conversion process is relatively easy in digital marketing. Customers often trail off, and you never hear from them again. Fortunately, dental postcards are a little different because they can create a sense of urgency.
Your dental postcards can compel the recipient into taking action immediately if you can create a sense of urgency in them. For instance, you can pitch a limited-period offer to the customer. The prospect of missing a good deal is enough to give them the final push they need to visit your clinic.
A good plan is to highlight the critical things your target audience will miss if they don’t schedule an appointment at the earliest opportunity. Lead with an action-pulling line like “Save up to $200 on your next appointment!” and then mention that it is a limited period/seat offer in your dental postcards.
#4 Use Dental Postcards To Pitch Seasonal Discount Offers
Another dental postcard marketing strategy you can use is to pitch seasonal discount offers. It is no secret that the average consumer makes high-value, impulse purchases during special seasons like the holidays. Launching a seasonal offer could be the right nudge your target needs to make that impulse decision.
You must realise that most people are filled with more than just the holiday spirit during this season. Their minds are already in the “buying mindset.” It would be best if you made the most out of this situation by sending relevant and compelling dental marketing mailers to your target audience.
Some of you might think offering seasonal discounts could only destroy your profits if the customers are already in a “buying mindset.” But here is the thing: you are just one of many dental clinics. To stay ahead of the competition, you must bring your ace game to your dental postcard marketing campaigns.
Planning is key to successfully pitching relevant offers to your customers. Create a seasonal marketing plan for sending your dental postcards effectively. A good start is identifying timely opportunities that benefit your business the most. Besides the obvious choice of the holiday season, you can also use special days like World Dentist Day, World Smile Day, Etc.
Suppose you are creative enough with your dental marketing postcards. In that case, you can make an offer on trivial occasions like World Ice Cream Day. It does not matter what the event is as long as you can use it to your advantage and market your business effectively.
#5 Include A QR Code For Seamless Interaction
As an expert in direct mail, we can not stress enough the significance of including a QR code in your dental postcard marketing campaigns. There is no better or more convenient way to effortlessly take your target audience from your direct mail to your website. You can use the QR code to prompt the audience to take action.
The QR can facilitate easy appointment booking, give clinic location, or leave a review for your dental clinic business. Similarly, the QR code in your dental postcards can also lead to an email template prepared for scheduling appointments or directly activating the call function on the phone.
You can try out all kinds of creative ways to use the extensive functionalities of QR codes. For instance, you can make it more interactive by leading the customer to a small online game that educates them on oral health. The possibilities are practically limitless with a QR code in your dental postcards and other marketing materials.
Another reason to use QR codes in your dental office postcards is that you have only limited space on a postcard. So, if the offer/message you want to convey takes up too much space, you can lead them to a webpage.
#6 Include A Map
The purpose of a map is simple: to ensure you reach a destination without losing your way or getting sidetracked. Things are similar with maps in dental postcards too. It makes finding your business or clinic easier for your target audience.
Including maps in your dental postcards is an effective way to boost the footfall of your clinic. Believe it or not, the maps are an excellent marketing accessory to include in your direct mail campaign. You can also use this strategy in other enveloped mailers where you print maps on the envelopes.
Additionally, consider providing step-by-step directions to drive to your facility or highlight the shortest/fastest route. If you have multiple dental facilities, you can list them in the dental postcards and let the customer choose where they want to go.
Thanks to advanced printing capabilities like variable data printing, it is significantly easier to produce high-accuracy personalised maps for unique customers. It means you can provide a custom map or route in all dental postcards you send to your audience.
#7 Navigate Your Audience From Dental Postcards To Social Media
Every business organisation, including healthcare organisations, now use social media platform for one thing or another. More interestingly, customers also use a brand’s social media presence and authority to assess the brand. Using your dental postcards to promote your social media handles is worth considering.
Social media is so relevant in day-to-day business communication that many prefer it as the customer service touchpoint. Therefore, it s crucial that you establish a connection between your target audience and your social media handles. One of the best ways to accomplish this is to use dental marketing mailers to boost social media engagements.
As we mentioned, you can make the interactions more convenient by including a QR Code. The QR code takes the customer directly to your social media account. You can request the audience to follow your page, participate in a social media contest, and so on. Add an incentive like a discount to make this dental postcard marketing campaign even more effective.
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