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Direct Mail Campaigns for Dentists


Did you know the average dental office has hundreds of new people moving into their service area each month? This is great news for dentists who leverage direct mail campaigns focused on this new mover demographic.

Direct Mail Campaigns for Your Dental Practice


Direct mail campaigns can be a great asset in helping your office be seen. The personalization of postcards, flyers, and brochures helps you establish a connection with your community and allow you to introduce yourself as a community member. Learning how to use direct mail campaigns including what audiences to target, what aspects to consider, and how to be seen can benefit your company and grow your practice.

A marketing strategy is not completed with one event or in one way. It takes continuous reminders and invitations presented in various ways. Your clientele evolves and your business practices and marketing materials have to as well.

Did you know the average dentist has hundreds of new people moving into their service area each month? This is great news for dentists who leverage direct mail campaigns focused on this new mover demographic.

What is a Direct Mail Campaign?


Direct mail refers to sending a physical item using traditional postal means. It can be a postcard, a letter, a sample product or more. Decades of research shows direct mail to be a valuable option in marketing, especially local and small businesses such as a dental practice. The public responds favorably to personalization and tangible items.

Direct mail campaigns for your dental practice can assist with:

•  Growing your Practice: The goal is to acquire new patients. We want to help you attain these new patients knowing that some will need limited treatment and some will need continued dental care. Finding patients that fit both categories grows the practice and helps create new relationships that can expand. Either way, you want them to know that you provide excellent customer service.
•  Increase your Recognition: Creating awareness of your company and specialty is a great way to help you be recognized. There are patients seeking specific dental care, whether it is pediatric care, treatments such as implant placement, cosmetic dentistry or more. We want the people in your radius to know who you are and what you do.
•  Turn Phone Calls into Patients: Preparing your potential customers with information about you before they call helps your phone calls be more productive. Direct mailers that introduce your team, what you do, and information that sets you apart (including irregular hours, work with special needs, innovative technology, data you can provide, and more), means less phone calls to ask those questions. The phone callers are more informed and calling with greater intent.

WEO Media can design a custom direct mail campaign for your dental practice. Factors which affect cost include:



Size of the Mail Piece


What are you mailing? Dental postcards? A pamphlet, flier, or other? What you are mailing, including its size, quality of paper, the print, and variation on coloring - is it in full color or not - will change the entire process - cost of production and mailing services. This can take careful planning. You may not want the cheapest option because you don’t want the effort to go unnoticed. You want to design and send an item that the people in your neighborhood are going to stick on their refrigerator, not just go straight into recycling. Left unchanged, your marketing will not improve.

Quantity of Mail Pieces Sent Each Month


What is the move in rate in your area? On average, 14% of people will rotate in an area each year. That means you need to frequently consider new and incoming potential patients. This rate can change depending on your area. Do you work among dense housing? Near a university where there may be more transient youth? Determine the factors and target market of your area and adjust your marketing to work with it, such as what is the average household income in your area?

Frequency of Mailings


The frequency of your direct marketing mailers will also need to be determined when creating and planning your strategy. You may want to create something less expensive that goes out more frequently, or something nicer that goes out less often.

Do Direct Mailers Work?


Yes! Direct mailers do work. Neighborhood businesses rely on being neighborly, being part of the team. Small communities, such as a neighborhood, want to have their family in the hands of someone they feel a personal connection with. Direct mail is a great way to begin that relationship. Whether you show a local landmark, or a local youth sports team, you are showing that you are part of that community and people respond well to that. Emails and other online marketing can seem distant or disconnected. We want to help you show that you are connected. Marketing research shows a 29% ROI using direct mail pieces over digital at 16% ROI.

Creating an Impression with New Move-Ins


People who are new to the area have a lot of needs, and finding a dental office is one of them. They will be looking for a new dentist, orthodontist, and many of the other dental providers. Reaching those new potential customers, so you can get those patients scheduled, can be valuable to your company.

Marketing studies tell us that new move-ins will spend an average of six times more money in their first six months at their new address, as they establish themselves in their new location. We want to help your company stick out. Once people have established themselves, they tend to stay where they are comfortable, and all of the paperwork and insurance information has already been collected. We want you to be their choice.

New resident dental mailers should be a priority in your marketing plan. Introducing your team and presenting a great impression will help you come in on top.

Is Direct Mail Marketing Right for my Company?


Understanding your business and your area can help you know if direct mail is the right campaign to market your company. Some guidelines in determining it can include:

•  How is my business awareness? How seen is your company? Does your company participate in community events? Are you on a busy street with clear signage and easy access? Direct mailers can help your company be seen.
•  Target Niche Business: People may choose your office because you have something to offer that they want. Be sure to let them know what is different about you. Do you have late, or weekend hours? Do you have a milling machine? Do you have the software to order clear aligners? Do you have specific training with either young patients or patients with special needs? Be sure to tell your audience what sets you apart.
•  Determine a Realistic Cost Approach: What is your cost acquisition? Determine what works for you in marketing to potential patients. Are you expecting one new patient a month or more? Finding a realistic budget and acquisition cost is important to your bottom line.

Create a Marketing Plan for your Direct Dental Mailers


The first step in direct mailing is having a plan. Consider your objective and budget. Some helpful guidance can include:

•  What is your Goal?: Are you looking to introduce your business, grow your company, or increase brand recognition? Having a goal helps define your approach and can even alter how your staff interacts with incoming calls, new patients, and future mailings.
•  Decide on your Objective: What is your objective? Are you looking for smaller treatments with a continuing patient such as checkups and preventive care? Are you looking for larger treatments that would bring limited patients such as dental implant treatment, cosmetic dentistry, and more? Decide how you want to target your audience.
•  Determine your Targeted Mailing List: Who are you mailing to? Are you having the post office broadly mail to every resident in an area? Insert postcard mania! Are your mailing lists to your established patients? Are you mailing to specifically new movers as determined by the post office? Or are you targeting consumer lists by demographics such as families with children, or patients over the age of 50? Establish the parameters of who you are contacting.
•  What do you want to mail? What you are mailing can greatly vary in cost, but you want to mail the right item to be most effective. This may include a simple dental postcard campaign or a more complex brochure. You may even want to elevate interest by including some sort of scratch-off or sample item. Decide what you want to mail to get the attention you’re seeking.
•  Follow-Up: Determine ways to know if your dental mailer is working. Some may use a roll-over phone number to see how many people are calling based on the mailer (aka call tracking), some may place a coupon code, some may simply have their front desk ask callers how they found them. Creating a system to allow a way to determine if mailers are working can help you decide changes for the future.

FAQ about Direct Mailers


We understand that you are going to have questions about direct mailers. Our team is happy to assist. Some of the most commonly asked questions include:

As a dentist office, what is the best mailer for a dental marketing campaign?


We invite you to review and discuss several factors before choosing the right mailer for your dental direct mail campaign. There are so many options to consider. Options from who you are trying to target, to finding the right patients to grow your practice, to what type of mailer would get the most response. Determining each of these factors can make a significant difference in the work you are trying to accomplish. Postcards, brochures, letters with envelopes, and more can serve a variety of purposes. You may also want to consider options such as offering a coupon or creating an informative mailer for your current clients to introduce them to new services and technology, or a grand opening of a new location.

Our team can advise you of the most effective mailer for your specific dentist direct mail campaign while considering factors such as budget and ROI.

What are some tips on improving the target or design of my dentist mailer?


Personalizing your mailer should be your clear objective. You are not writing to tell them about dental health, you’re writing to tell them that the treatment they need is your specialty. Personalizing your mailer may include using their name, or addressing the area in which you live. You may want to boast about a local organization you support. It can be specific to high end treatments you offer such as dental implants, dental prosthetics, or even a full arch dental bridge, explaining what it is and why they want it.

What are the advantages of mail over web?


Dental marketing campaigns can be done in many ways including both mail and web. You want to try and hit both a digital marketing and direct mail marketing campaign. We recommend the more broad approach of having a website providing clear information. We also recommend a more personalized approach using social media showing your practice and the going ons. You also want the personalized invitation that mailers can bring, especially when seeking patients of an older demographic. Various marketing campaigns will bring different patients and you want to know who you're looking for in order to better target your patients. Mailers show that you are local, a member of the area, and you have a personal interest in your neighbors' oral health and overall wellbeing.

Is it ok to use stock photography or images?


Stock images or photography have a place, but it is generally best to personalize all of your mailers, websites, and more, with your brand including your office, logo or face. Small, local businesses like dental practices rely on being personal. Mailers are a great way to push your brand, logo, and name.

Learn More about Marketing for Dentists with Mailers


Dentistry has been an area of rapid change, and the patients are changing with it. As they learn more about the importance of dental health, we want them to learn how you can help them achieve it. We invite you to speak with a member of our WEO Media team about dental postcard marketing, brochures, mailers, and more. We can help you develop a plan to improve your great company and bring in new patients with a quick turnaround. The work you do is key and we want to help you be seen.

For more information, contact one of our marketing experts at WEO Media.
WEO Media Dental Marketing
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8625 SW Cascade Avenue, Suite 300
Beaverton, OR 97008

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Direct Mail Campaigns | Dental Marketing | WEO Media
Did you know the average dentist office has hundreds of new people moving into their service area each month? WEO Media can design a custom direct mail campaign for your dental practice. Click through the link to learn more.
WEO Media, 8625 SW Cascade Avenue Suite 300, Beaverton, OR 97008-7121 \ 888-788-4670 \ weomedia.com \ 11/8/2022 \ Key Phrases: Dental Marketing \