Personalization In Marketing, Part 1: Variable Information Printing

Nov 14, 2019

Integrated marketing is becoming more personal than ever. In this series of blogs, we’ll share how you can create more relevant messaging, no matter the channel you’re using or audience you’re trying to reach.

Personalization wasn’t an option in the days of traditional printing. Before digital printing became a mainstream option for dental practices, they’d mass produce marketing collateral, hoping their generalized messaging would resonate with target audiences.

The problem, though, was that every patient received the same piece of mail. At a time when they are being inundated with direct mail — at the peak of the holiday season, for example — that direct mail should work to stand out from the competition. While unique imagery and paper quality can catch a patient's eye, it’s personalization that truly speaks to them and shows them that you are listening to their needs.

How have marketers adapted to the digital age, when there’s more data than ever available at their fingertips? By making variable information printing a standard for sending patients targeted direct mail. Here’s how it works:

Unlock Your Patient Database

Your database holds a plethora of valuable information; information you can use to speak more directly to your patients. According to a study by Evergage, 63% of consumers are annoyed by brands and companies who rely on old-fashioned methods of blasting generic messages repeatedly. Simple bits of data and information can help you avoid the pitfalls of traditional marketing.

With digital printing, you can insert your patient's name, address, age, or any other piece of identifying information into the copy of your collateral. Be it a buck slip, a brochure, or a coupon, you can tailor the copy to each of your patients without changing the look and feel of your overall campaign.

This method goes a step further when you can segment your database into specific buckets, sending hyper-targeted mail to the audiences you know will respond positively. For example, you can send custom pieces of mail to patients who are due for an appointment, reminding them at different points throughout the year to schedule their annual cleaning.

If you know your patients are overdue for a checkup — all based on the information in your database — you can tailor your messaging and incentivize them to come into your practice. According to One Spot, 87% of consumers say that personally relevant, branded content positively impacts how they view a business or company.

Mailing More Effectively with Data

Variable information printing is a large part of why print marketing is thriving, despite the rise of digital marketing channels. It not only adds more personalization to your direct mail, but can be more cost-effective and efficient than traditional methods of mass-market printing.

That’s because personalization and informed targeting work in harmony; when marketers know who to target, they can send customized mail with a greater chance of returning positive results.

It enables you to customize your mail with specific information, relevant imagery, and unique offers, creating a win-win for your patients and your practice. Zoom Info reports that 79% of organizations that exceed their revenue goals have a documented personalization marketing strategy.

If you’d like to get started on your own data-driven, direct mail campaign, head over to the BlueWing Dental website to learn more. And stay tuned for our next blog on making your marketing more personal.

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