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Ask
The Expert
By: Fernando Diaz-Lundstedt
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.
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the Expert
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