In this recurring feature, we look at the marketing efforts of some of our readers and tell them if they’re making the grade. Marketing expert Joy Gendusa and Chris Salierno, DDS, provide a constructive critique of direct mailers, websites, brochures, and more. It’s your chance to learn ways to stretch your marketing dollars! This month, we’re pleased to feature the office of Natalia Elson, DDS, PC.
Brochure: B+
Joy: I like Dr. Elson’s brochure - it’s elegant, simple, and tidy, with a warm, calming color scheme.
Where it could be improved:
- Including a photo and brief biography of the doctor would help make prospective patients feel even more comfortable.
- Most people don’t know what “Waterlase” is - explain it in terms of how it benefits the patient. (Less pain, faster recovery, etc.)
- Make the call to action, which is now hidden in brown type (at the bottom right), bigger and easier to read.
Chris: If you’re looking to create space for more of the great material Joy is suggesting, you might consider removing this piece about notifying the team regarding medical conditions. It’s nice to let your potential patients know you’re thorough and concerned for their well-being, but you’ll be able to address this when they come in for an appointment.
This is a great value, and including an offer is always good.
Other than the dentist’s name, there’s nothing on here that says this is a dental brochure. It needs dental imagery - someone with a big smile - to reinforce the message.
Birthday postcard: B
Joy: Birthday mailers are a great way to create good rapport with patients and let them know you care. It also reminds them they need to visit your office!
My suggestion:
While it’s great that this marketing piece isn’t too “salesy,” it’s still a marketing piece. I’d like to see a special birthday offer and a call to action.
Chris: To add to the personal touch, you might consider signing each card. That may sound like a lot of work to do for all of your patients, but I think it makes your effort more special. A team member can print up a stack of these every month and it will only take you a few minutes to sign each one.
Benefits postcard: B
Joy: End-of-the-year reminder cards telling patients to use their existing dental benefits are a great idea. Our data show they are proven to work.
What needs improvement:
- I wish this card was branded in green like Dr. Elson’s other pieces for consistency.
- There’s a lot of empty space on the back that could be filled with elements proven to work for dentists: the dentist’s photo, a short bio, two or three offers, starred reviews, and more.
Final takeaway:
While these pieces could be better, I commend this dentist for being proactive with her marketing and sending postcards. Direct mail is a tried and true path to new patients. To wit:
- Amit Khanna, DMD, who was featured in December 2015 DE with a marketing case study (http://bit.ly/1Ro9aTc), mails 12,000 cards monthly and generates $2.5 million in revenue annually from new patients alone.
- Dr. Brandon Campbell, who was featured in October 2016 DE (http://bit.ly/2mPK5VT), mails 6,000 postcards monthly and sees 70-90 new patients a month.
- Yet another dentist (http://bit.ly/2cIvo1h) started mailing each month and has already seen a 46% increase in new patients.
If you’d like to be featured in a future issue of DE’s “Dental Marketing Report Card,” enter today! Featured practices receive 5,000 free postcards from PostcardMania. To learn more, go to dentaleconomics.com and search “Dental Marketing Report Card” now.
