Bad Marketing ROI? Four Simple Steps to Solve It
XPress Promotion • March 12, 2019
Done correctly, marketing isn’t an expense—it’s an investment. However, if you do it wrong, marketing can just seem like an exercise in throwing good money after bad. This can go so wrong that some practices can even start to wonder if it’s really worth spending the money on marketing in the first place.
What’s the difference? What makes marketing “good” or “bad”?
The sole measuring of marketing is return on investment, or ROI. If you’re making money off your marketing, it’s magnificent. If you’re not, well, it’s something less than that.
Below are four steps you can take right now to increase the ROI you’re getting from your marketing. By implementing these aggressively, you can rapidly move your marketing spend from an “expense” to an investment in future income and growth.
- Implement a tracking system to measure the results of your marketing.
The first step is obvious, but it’s amazing how few dentists do this. To get a decent return from your marketing, you have to know what works and what doesn’t. Your system must record what prompted a person to call and it must be specific. Did they come in from a postcard? A patient referral? A Google search? At XPress, we have a proprietary system of tracking every call that comes in, all the way through to treatment accepted. The most important step to increasing marketing ROI is measuring it and reviewing the results. - Say the right thing.
It’s actually amazing that so much money is put into marketing without this step being done. You must know what potential patients value most and what services they are most likely to invest in. Why and when do they go to a dentist? What qualities in a dentist are the most important to them? What qualities in the staff? Different types of patients want different things—even in the same practice. You will get a much higher ROI if you use the exact right language in your marketing. Your message has to align with the desires of potential patients and the exact services they need. And the way to figure this out isn’t by guessing; it’s by asking them. Surveys are vital for effective marketing. - Split test everything.
Until you have a proven winner, never send out just one ad or postcard; always do at least two and then compare the results. Think of marketing as a scientific activity. You’re always comparing everything that you do and noting what worked in the real world. No matter what you’re sending out, you’re always comparing multiple versions to see what works best. This allows for continual improvement of ROI.
For example, suppose that you have 30,000 people of the right age and income level in your town. If you simply mail 30,000 people the same mailer, you might be off the mark and waste a lot of money. But suppose you create two versions of the next direct mail to go out. The two versions have different headlines or offers. You mail each version to just 5,000 people. Whichever version brings in more interest can now be mailed to the whole 30,000. - Develop and use a cohesive, overall marketing strategy.
Without a cohesive, overall strategy, you are likely to send a different message with every mailer. Your online ads won’t match your website or your mailings. Your message could even vary on different pages of your website. The more cohesive your strategy, the more recognizable you will be and the more you will stand out from the competition. Marketing strategy makes you more memorable and understandable to patients. When you have an overall marketing strategy, you aren’t bit-and-piece throwing your money away. Instead, you’re building an overall marketing machinethat works together to generate a flood of new patients.
Marketing is a science and an art. However, the more it’s treated like a science, the better off you’ll be. And the higher your ROI will be.
Here at XPress Promotion, the secret of our success is that we test everything and review it to see what is most effective. Even though we’ve been doing this for years, we don’t assume anything. We want to know what works for each individual practice. By using the time-tested principles of real marketing, we take the guesswork out of marketing.
In the final analysis, the real measurement of all marketing is ROI.
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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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