Q: I want to use direct mail but I am on a shoestring budget, what are my options

A: Target your own patients first. They are your best prospects for repeat and additional services. One economic alternative that you can try is the use of postcards. They are fast, easy and affordable.

You can use your own computer for mailing of fifty to three hundred postcards. Pay attention to the critical elements:

• Make a special offer. People are distracted and you need to get their attention refocused on your services.
• Don't clutter your postcards. Go straight to the point and make it easy to read and understand the offer.
• Get the patient to call your office asking for more information. Don't expect to close the sale with just the postcard.
• Use first class mail. It costs only 20 cents and you receive the undeliverable mail back. You can prune your mailing list and save money in future mailers.
• Keep track of the results of every promotion. Most direct mail campaign profits improve after continued testing and evaluation.

Q: I have heard that radio ads can work well for dentists. Any tips to make radio ads profitable for a dental practice?

A: Start your project by reviewing these factors:

• Define the ideal audience for offering your dental services: Age bracket, gender, income, etc. Try to find a radio station that is proven to deliver that type of audience. There are ad agencies that are specialists in the promotion of dental practices.
• The message: Open the radio ad with a strong statement. You have about seven seconds to capture the listener's attention. Repeat your phone number at least three times. Talk about the benefits of selecting your dental practice as provider of choice.
• The rates for radio ads are highly negotiable. Please, do not accept the so-called rate card at face value. In general, you can obtain much lower rates than the initial proposal.