Coronavirus and Your Dental Practice
Xpress Promotion • March 16, 2020
What your office should know and do through this pandemic-caused recession
If you’re concerned about the negative impact of the novel coronavirus (COVID-19) on your practice, we’re writing to let you know there is something you can do about it.
The coronavirus pandemic is an emergency, just like an economic downturn, government shutdown or natural disaster. Per your MGE training,
the first things you do in an emergency are promote and produce.
During the “Great Recession” of 2008, one dental practice I know did exactly that. They first devised a marketing and promotion plan to not just prevent contraction but to actually grow during the recession. Then they implemented it, pouring the coals on promotion in every area, and they came out on top as the leading dental practice in their region.
The key is to take immediate action which puts you and your staff at cause over a noisy, fearful environment. You can do this by promoting and producing. Now, more than ever, is the time to promote like mad to existing and prospective patients and boost your practice production.
Patient Communications
No matter what channel you communicate on, keep these points in mind:
- Don’t forward the coronavirus noise, and the fear, to patients. Be calm and proactive in all communications. For instance, tell patients something like: “For your protection, we have redoubled our already-stringent safety measures” with some details. Avoid a defensive posture, such as “So far, none of our patients or staff have been infected with the virus.”
- Remind patients of the link between oral health and systemic disease. Getting their cleanings or dental work done will help shore up their immune system.
- If they have spare time on their hands due to reduced work hours or a business closure, they can take advantage of their free time by getting their dental work done now.
Low-Cost Promotional Actions
When it comes to promotion, there are several things you can do at minimal cost:
- Hit the Phones: Get staff on the phones scheduling recare.
- “Buy Now” Offer: Think of a special offer on a popular service. Make it for a “limited time only” and spread the word via all communication channels.
- Post on Social Media: Post updates on Facebook, Google My Business, etc., and remind patients you are there to service them.
- Email Your Patient Base: Your patient base is always your best source of business. Send an email blast to patients on the importance of maintaining their oral health during the outbreak with tips.
- Write Letters: When it comes to promotion, nothing quite equals the impact of a personal, handwritten letter. Writing to patients who are overdue on recall appointments is an effective way to get them in the door.
- Blogging: Create blog posts on oral care and the coronavirus, prevention tips, etc. Then send out links to the blog in emails, social media posts, etc. Blogging will also support your SEO strategy.
Affordable, Paid Promotional Actions
XPress can provide you with these paid but affordable promotional services:
- Every Door Direct Mail (EDDM) Postcards : EDDM postcards are a low-cost way to send out a large volume of mail to your targeted communities.
- Database mailer : Send a printed letter to your database inviting patients in for hygiene, checkups or dental work they’ve been putting off. Inform them in a positive, proactive way of the additional safety measures you’ve implemented.
- Care to Share Referral Campaign : Boost your internal referrals program by printing “Care to Share” cards and internal office signs encouraging patients to refer.
- New Patient Special : Devise a New Patient Special offer and conspicuously promote it to drive-by traffic and pedestrians with banners and/or sandwich boards outside your office.
Produce
As we said, the first steps in an emergency are to promote and produce.
For the practice, promote first. While that is ongoing, boost your staff’s production and your own. Let them know you need each of them to increase their production with emphasis on outflow. Get products out now.
As the virus runs its course—and it will pass—most offices will be reducing their schedules and staffing. That is contraction. You, on the other hand, will be expanding your reach, your communication and volume of products.
Reach out to us anytimefor advice or any further information you may need. We’re here to help.
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Direct mail marketing has stood the test of time as an effective strategy for reaching potential and existing patients. For dental practices, this tangible marketing method offers significant advantages in building trust, enhancing local visibility, and driving patient acquisition and retention. Unlike digital marketing, which relies on online interactions, direct mail marketing involves sending physical promotional materials directly to recipients’ mailboxes, ensuring your message is seen and felt. This comprehensive guide will explore the key benefits, strategies, and industry insights that make direct mail an invaluable tool for dentists. What Is Direct Mail Marketing? Direct mail marketing refers to the practice of delivering physical promotional materials, such as postcards , brochures, newsletters , or flyers, to a targeted list of recipients. Unlike digital marketing channels that rely on email, social media , or search engines, direct mail marketing delivers a physical message directly to the recipient. For dental practices, this approach provides a highly personal and localized way to reach potential patients, making it particularly effective for building trust and brand awareness within the community. Key Elements of Successful Direct Mail Campaigns A direct mail marketing campaign is only as effective as the strategy behind it. For dentists, here are the essential components to consider: 1. Targeted Mailing Lists One of the biggest strengths of direct mail is its ability to segment and target specific audiences. Dentists can focus their campaigns on households within a particular geographic area, or target patients by demographics such as age, income level, or family status. 2. Compelling Design and Copy Your materials must stand out in a crowded mailbox. Use eye-catching visuals, bold headlines, and concise, persuasive language to grab attention and encourage action. For example, a postcard promoting teeth whitening services could feature a vibrant smile and a limited-time discount. 3. Clear Call to Action (CTA) Every direct mail piece should include a clear and actionable CTA. This could be as simple as "Call now to schedule your free consultation!" or "Visit our website for a 20% discount on your first appointment." 4. Tracking and Analytics Direct mail campaigns can be tracked through unique promo codes, QR codes, or dedicated phone numbers, allowing you to measure response rates and determine the ROI of your efforts. Top Benefits of Direct Mail Marketing for Dentists Direct mail marketing offers several unique advantages, especially for dental practices that rely on local clientele. 1. Enhanced Local Targeting Direct mail enables dentists to focus their marketing efforts on specific geographic areas, ensuring that promotional materials reach potential patients in their immediate vicinity. This hyper-local approach helps dental practices stand out as trusted providers within their communities. 2. High Visibility and Tangibility Unlike digital ads that can be ignored or deleted, physical mail is nearly impossible to overlook. Recipients are more likely to engage with a tangible item, such as a well-designed postcard or brochure than a fleeting online ad. 3. Personalized Patient Outreach Dentists can personalize their direct mail campaigns to cater to the specific needs of their audience. Personalization may include addressing recipients by name, referencing past dental visits, or promoting services relevant to their age group or family structure. Personalized campaigns have been shown to significantly improve response rates. 4. Higher Response Rates Direct mail consistently outperforms digital channels in response rates. According to USPS, direct mail boasts a 4.9% response rate for prospect lists and a 9% response rate for house lists, compared to less than 1% for email and social media campaigns. 5. Building Trust and Credibility Receiving a professionally designed piece of mail from a local dental practice can enhance trust. It signals that the practice is established and committed to the community, making potential patients more likely to choose your services. 6. Longevity and Household Impact Unlike a digital ad that disappears after a few seconds, a physical mailer can remain in a household for days or even weeks. This extended presence ensures multiple opportunities for the recipient to engage with your message. Direct Mail vs. Digital Marketing While digital marketing is a powerful tool, direct mail offers unique advantages that make it an essential component of a dental practice's overall marketing strategy. Reach and Engagement Digital marketing has the potential to reach a global audience, but dental practices benefit more from hyper-local campaigns targeting patients in their immediate geographic area. Direct mail excels at engaging these local audiences. Cost and ROI Direct mail is often perceived as more expensive than digital advertising. However, when factoring in the higher response rates and ROI , direct mail proves its value. Tracking methods like QR codes or dedicated phone lines provide insights into campaign success. Trust and Credibility Direct mail has a personal and trustworthy appeal. A beautifully designed postcard from a local dentist feels more genuine than a banner ad, helping to establish credibility with potential patients. Longevity A digital ad may last only a few seconds on a screen, while a piece of direct mail can linger in a home for days or even weeks. This increased visibility allows for a stronger and longer-lasting impression. Competitive Analysis: Industry Leaders in Direct Mail Marketing Vistaprint Vistaprint specializes in high-quality print materials that can be customized to align with the branding of your dental practice. They emphasize the importance of personalization to create strong connections with patients. USPS Every Door Direct Mail (EDDM) USPS offers direct mail solutions designed for small businesses, including dental practices. EDDM allows dentists to target specific neighborhoods without requiring a mailing list, simplifying the process and reducing costs. Mail Shark Mail Shark provides end-to-end services, from design and printing to mailing and tracking. They recommend ongoing mailings to ensure your dental practice remains top-of-mind for potential patients. Tips for Maximizing Your Direct Mail Campaigns Integrate with Digital Channels : Use direct mail to complement your online marketing efforts. Include QR codes that direct recipients to your website or social media. Consistency Is Key : Plan a series of mailings to reinforce your message and increase brand recognition. Offer Incentives : Provide special offers or discounts to encourage immediate action. Highlight Patient Testimonials : Include quotes from satisfied patients to build trust and credibility. Keep It Simple : Avoid overwhelming recipients with too much information. Focus on a clear, compelling message and a strong CTA. Direct mail marketing is a powerful tool for dental practices, offering benefits such as: Enhanced Local Targeting : Reach potential patients in your area. High Visibility : Tangible materials capture attention. Personalized Outreach : Custom messages increase relevance. Higher Response Rates : Outperforms many digital channels. Building Trust : Establish credibility and community presence. By integrating direct mail with digital marketing efforts, dental practices can create a comprehensive strategy that maximizes patient acquisition and retention. Get Started Today Ready to elevate your dental practice's marketing strategy? Learn more about direct mail services and how they can help you grow your patient base. This comprehensive guide highlights why direct mail remains one of the most effective marketing tools for dentists. By leveraging personalized, locally targeted campaigns, your practice can stand out, build trust, and achieve long-term growth.
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