Archive for the ‘Door Drops’ Category

How To: Manage a Door Drop Campaign

A great tool for any local business, door drops can get you in touch with your local community.

1. Who do you want to target? What is your ideal patient type?

We use patient mapping to assess where your current patients live, showing any gaps in your local area to target. Then we run socio-demographic profiles on the local area and target all the areas that fit with your ideal patient.

Marlow Door-drop-spread

2. What will you send?

It’s always a good idea to have an offer as this attracts more patients quickly and improves your ROI (more on that later!). A succinct offer and a strong call to action – your phone number and website – are key to a successful door drop. Keep the design ‘on brand’ and use a suitable image for the offer you’re providing and the audience you’re targeting.

3. Get it printed with a quality and finish that reflect your practice.

Although it’s tempting to go for the cheapest print option to save on costs, you need to think about the kind of patient you’re trying to attract. If you’re looking for high value patients e.g. implant or orthodontic cases you will need to get a quality paper and luxury finish. In fact for all patients it’s still worth investing a little more on your print as it will improve your response and the quality reflects on your practice.

4. What is your Return On Investment (ROI)?

This is where a good promotion or offer comes in, with a simple code to quote when booking or inquiring you can easily keep track of which patients and calls are from the door drop. It’s important to keep track of the journey of these patients, as you’ll need to know how much money they have spent with you to work out the return you saw from the initial door drop investment.

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Remember to keep this information safe for next time you’d like to campaign for new patients, you can create a more successful campaign every time by improving on what worked last time.

If you’d like a successful door drop campaign but don’t have the time to implement it yourself, call us on 0845 287 3051 or email us.

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To mail or not to mail…

That is the question.

Figures from the Royal Mail* show that more than 92% of direct mail is opened and 48% of adults took action after receiving direct mail last year:

  • 14.2m bought something
  • 10.5m used a voucher or coupon
  • 2.8m tried a new product or service
  • 3m made an enquiry by phone

You are of course looking for patients and referrals, so think about the type of people you are targeting. Are they more likely to respond to a banner advert of a local website, an email or a letter through their door?

Direct mail has an amplifier effect when used in tandem with other advertising channels, so using direct mail can improve your existing practice marketing.

If you’re lost at sea with the amount of options available then get in touch, not only can we help you to decide the best media to put your money behind, we can also help you to implement the most cost effective marketing tactics.

Sometimes all you need is some guidance in the right direction.
Why not send us a message?
Or call us on 0845 287 3051.

*http://www.royalmail.com/node/19353839

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Offline Media Drives Online Traffic

We’re all used to hearing about the world moving into the digital age, but there’s a strong tendency to assume that means we should all be moving away from offline media.

Whilst Facebook marketing, blogs, Twitter, LinkedIn and YouTube have all become very important as part of your media mix and have a strong role to play in driving visitors to your website, offline media such as direct mail, posters, flyers, door drops and postcards can all work brilliantly in driving potential patients to your practice website.

But remember, if it’s direct mail for example, the copy is king. Great dental copywriting is vital to achieve the results you desire such as a low cost per acquisition if you are looking for more patients or maximising your recall if patients are waiting a bit longer before returning for their next check-up.

As with all media, from Pay Per Click (Google Adwords) and E-Newsletters to bus shelter posters and advertising boards on ferries, an enticing message and a strong call to action (your website address, phone number, Facebook link, email address, etc) make all the difference and can do wonders for the visits to your website.

If you need help with your offline marketing or website get in touch, as here at Smile Marketing we’re experts in all things marketing, exclusively for dentists.

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