The real reason why direct mail works so well for dentists

Direct mail is one of the most effective ways of marketing dental services even with all of the online and digital sources. A report on marketing trends shows that direct mail has a 3.7 percent response rate, making it one of the most efficient efficient marketing channels and only second to a phone call.

Direct mail campaigns, when run correctly, can help dentists fill gaps in their hygiene schedule and get more production patients. Here’s why direct mail campaigns should be part of every dentist’s marketing strategy moving forward:

Direct mail increases consumer trust

The digital advertising landscape is filled with serious trust issues. With increased technology, consumers demand a higher level of privacy, so they are often skeptical of most advertising channels. Dental postcards are less intrusive in that they eliminate consumer security threats such as phishing scams which are prevalent in emails and other digital advertising channels. You can attach as many elements to your dental postcards to impress your prospects without ringing an alarm.

A relevant postcard message is a welcome intrusion instead of a red flag. You can engage and impress your target audience without creating suspicion. A recent SBA survey on consumer and marketing trust backs direct mail marketing by revealing that 76 percent of customers trust direct mail content when making purchase decisions.

Direct mail allows more personalization

Direct mail marketing delivers a personal experience that online advertising cannot. When you send customized dental postcards that includes the recipient’s name, they’re more likely to pay attention to your dental services and take action. However, personalization is not just limited to your client’s name.

A mailpiece can include relevant design collateral such as relevant images, personal URLs, location details, or any other specific details that make customers feel significant. When designed properly, direct mail grabs the interest of the recipient and evokes a strong emotional response. This not only provides a chance to generate leads but also showcase your dental practice culture.

Direct mail has higher response rates

Digital mail campaigns receive a higher response rate compared to email marketing or any other form of digital advertising. This is because most consumers, including millennials are more receptive to direct mail. When you integrate proper targeting and tracking in your direct mail campaign, the results can be even more impressive.

Beyond getting more responses, direct mail entices customers to take advantage of your dental offer. This results in a higher ROI and an increase in the number of loyal patients.

The success of an online or offline marketing campaign depends on how well it resonates with the target audience. Direct mail far outweighs its online counterparts in that consumers require less cognitive effort to process and understand the message. For this reason, developing an effective direct mail marketing campaign is the best way for dentists to attract prospects and retain existing patients. By leveraging the power of direct mail, dentists can convey a professional image and connect with their client base at a personal level.

Ben Shaver
Lead Strategist & Consultant

Ben Shaver is a dental marketing consultant for Dental Inbound. He works with practices of all sizes.

His main focus is to develop strategies that provide congruency between traditional media sources and new media platforms.

You can email him at bshaver@dentalinbound.com

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