Tried and true dental marketing strategies that generated $40,000+

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Joy Gendusa

We’re all busy, right? So let’s cut to the chase. I’m going to share three dental marketing campaigns—each with a different audience and goal—that were successful for their respective practices. I’ll keep the analysis to a minimum because the results speak for themselves.

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These postcards are very colorful and eye-catching.

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The mailer timing was perfect.

Pediatric dentist targeting households with young children

Mailing list: 5,000 closest households with children ages 4–8

Mailing list radius: Up to 15 miles from practice

Mailing schedule: 5,000 postcards mailed twice—June 27 and July 11, 2018—right before the back-to-school rush

Result: 100 new patients and approximately $10,000 in immediate revenue

This practice usually mails 4,000 postcards every other week but paused that campaign for this one. This particular campaign does a lot right. It’s bright, has eye-catching design, and provides a unique offer. But it aces two marketing strategies in particular:

Timing—A well-timed campaign hits at least 4–6 weeks before your targeted date or desired outcome. You should also hit prospective patients more than once in that lead-up time period.

Targeting—This is one area that direct mail excels: in the reliability of the data. This practice was able to target not only households with children, but children of a specific age.

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Scratch-offs are hard to resist.

Cosmetic dentist targeting high-income individuals

This campaign featured a number of unique scratch-off offers. I don’t know about you, but I find scratch-offs hard to resist! It’s a great tactic to catch people’s attention and get them to spend dedicated time with your marketing piece. Here’s the key info on this campaign:

Mailing list: Households with $75,000-plus annual income

Mailing list radius: Closest 10,000 residents meeting income criteria

Mailing schedule: 10,000 postcards mailed monthly

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This is colorful and inviting.

Campaign timing: Four monthly mailings around Saint Patrick’s Day

Result: More than $44,000 in immediate revenue

With $44,000 in revenue generated right away, they struck their own pot of gold!

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This postcard contains lots of useful offers.

General dentist targeting all nearby residents

I saved the best (and the one you were probably looking for) for last!

Mailing list: Every Door Direct Mail (EDDM)

Mailing list radius: Closest 40,000 addresses

Mailing schedule: 5,000 postcards every other week

Campaign timing: Long-term consistent mailings

Result: 320% increase in new patients with an average of 42 new patients per month

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More great offers

This practice has been mailing postcards regularly since 2014. After two years of weekly and biweekly mailings, they more than tripled their new-patient numbers. Then, they switched gears. They changed mailing companies, changed their design, and mailed less frequently (monthly). New-patient numbers declined 22% over two years. But because consistent, frequent mailings make a difference, this practice corrected the misstep, reverted back to everything that had worked before, and new patients rebounded 27% in a year. They made up lost ground and then some!

Author’s note: I wrote in-depth about practice No. 3 in last month’s issue of DE. You can still check out their video case study at postcardmania.com/dr-wolfe.

Joy Gendusa is the founder and CEO of PostcardMania. Using just postcards, a phone, and a computer, she built PostcardMania from a one-person start-up into an industry leader. PostcardMania serves 86,003 clients, including 6,117 dentists. Need help promoting your practice? Call one of PostcardMania’s dental marketing consultants at (844) 269-1836 or email her at joy.gendusa@postcardmania.com.

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