How to Construct Engaging Direct Mail for Dental Patients

Date: 
Jan 26, 2022

Constructing Engaging Direct Mail

In the world of direct mail, simply sending a letter, package, or postcard is not enough to stand out and yield results. It takes planning and a well-defined strategy to produce a piece that will catch the eye of the consumer. For dental practices constructing an engaging piece of direct mail means attracting new patients and retaining current ones.

So, where do you start? BlueWing Dental, a Darwill company, is here to provide advice on how to construct an engaging direct mail campaign to retain patient volume and increase appointments.

Start with a Clear Vision

The first step to constructing a successful direct mail campaign is to have a clear vision on what you want to achieve. During this process, you may find yourself asking a lot of questions. Asking questions will help you develop an understanding of which patients to target, their communication preferences, and the services they want to hear about, such as cleanings, preventative care, or major dental work.

Obtaining this knowledge points you in the right direction when it comes to selecting the best mail piece for each campaign type. Format, copy, imagery, QR codes, etc. all depend on answering the above questions.

Direct mail sees a response rate that is 10x higher compared to other marketing channels. Practices should leverage direct mail for timely and accurate marketing. Starting with a clear vision of your campaign will have your practice seeing an increase in patient volume. Pairing direct mail with the right elements for each campaign will help get your practice noticed and seeing results.

Smart Cadence

As you develop your campaign, you’ll want to determine the cadence of how often you are reaching out to patients. Think about which campaigns need to be sent to patients every month, every 3 months, every 6 months, or once a year. Communicating with your active patients throughout the year keeps them coming back and referring to family and friends.

Looking at your patient data will tell you how often you should communicate. Some practices may find they need to send multiple touchpoints throughout the year, whereas others may need to only send a few. Your practice will want to find the “sweet spot” of mailing just enough to drive response while also being mindful not to tire out your list by sending too much mail. Delivering too much can overwhelm patients and effect their view on your brand.

Another area to investigate while setting your mail cadence is the quality of your patients and prospects. Patients and prospects that are higher quality may warrant being hit more frequently with mail while those that are lower quality can be hit less frequently. The thought here is to spend time on mailing to those that will produce a higher response rate versus those that are not as engaged with your brand.

Staying in contact with your patients and prospects builds brand loyalty. Loyal patients are more likely to continue treatment, schedule and keep their appointments, come in for required follow-up care, and refer your practice to others.

Personalization Performs Better

Consumers are craving more personalization. According to Salesforce, 66% of customers expect companies to understand their needs and expectations. Consumers want to interact with marketing that is relevant to their experiences, interests and needs. Your dental practice can take advantage of this knowledge by customizing direct mail based on your patient’s needs.

Utilize your patient data to send messages that align with the patient’s stage of care. With patient data you can get more personal by sending upcoming appointment reminders, missed appointment postcards, preventative care tips, and so on.

Communicating to patients with relevant messaging drives them to take action whereas sending irrelevant/generic messaging will get ignored. Use the data to get personalized and send up to date direct mail revolving around each patient’s care.

Build Engaging Direct Mail Campaigns with BlueWing Dental

Need help building an engaging direct mail campaign? BlueWing Dental, a Darwill company, is here to help! We’ll help you strategize a campaign based on your vision, proper cadence, and patient personalization. See a higher volume of patients in your office and get more out of your ROI. Contact us today!

Category:

  • Improve Your Visibility
  • Build Patient Loyalty
  •   Grow Your Practice and ROI