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Keys to Successful Postcard Dental Marketing Campaignsby Jyrki Ikonen In order to get the most out of a dental postcard marketing campaign it is important to understand the underlying dynamics of this kind of potentially powerful tool and then strategically leverage those elements for success. Anyone can print up postcards and them into a mail box, in other words, but it takes much more than that to generate a powerful and professional marketing campaign. First of all, postcards should be considered one key component of an overall branding and marketing strategy. No single tactic or marketing medium can constitute a well-rounded campaign, but when postcards are used intelligently and purposefully â€" rather than randomly and haphazardly â€" they are one of the most ideal marketing tools of all. Postcards are cost effective, convey a concise and direct message, and can be targeted to a specific demographic. There is no envelope to open or letter to unfold, so the impact of a postcard is immediate â€" something that many other forms of more expensive marketing and advertising can’t offer. But equally important is that the card is designed properly and that it is gets into the hands of the right demographic.
The best way to ensure that a card design and marketing effort is effective is to include at these three critical features: The card’s colors, message, font, and layout should reflect, amplify, and be totally consistent with the dental office brand and logo. Otherwise advertising can actually undermine the strength of a company brand by diluting its impact, confusing patients, and conveying a sense of inconsistency and lack of focus. Coordinated and thoughtful brand coordination contributes to a greater degree of brand recognition and ultimately makes your dental practice familiar while enhancing its reputation for reliable professionalism. The card should be printed on top-quality card stock with professional full-color printing and an attractive layout. The quality of the card reflects the quality of the dental office and patient experience so it needs to be clean, cheerful, upscale, and thoroughly professional. When patients receive a gorgeous postcard with a positive and caring message, they automatically associate those desirable qualities with your dental practice. The postcard campaign should be based on real customer or target demographic data. Before mailing, up-to-date demographic research and patient surveys need to be conducted â€" otherwise cards will be mailed to the wrong audience, to vacant addresses, or to those who have already received identical postcards. Expert research ensures that no money is wasted, no recipients are annoyed, and that the message is delivered as intended for maximum impact and a more lucrative response rate. Postcards can be mailed to a targeted area to generate new interest from those who are not yet patients, or they can serve as tools to announce new products and services. They can also work as gentle but effective reminders to patients to schedule an appointment or avail themselves of innovative treatments. Whatever way you decide to use postcard marketing tools, follow the guidelines above and they will yield a great return on your investment of time, energy, and money. About the AuthorAs CEO of Galaxy Marketing Solutions and an expert in dental practice marketing, Jyrki Ikonen works exclusively with dental clients helping them increase their patient flow through proven professional marketing campaigns.Related Articles
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