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Main Subject - 6 Facts About Postcards That You Can Use to Grow Your Dental Practice
In my plethora of experience I have managed to cull out for you what I consider the “best of the best” – in other words, I took the most proven details about postcards that are significant to you starting a dental postcard campaign and really winning with it.
In marketing to your potential patients I want you to understand some key direct mail marketing essentials that will help you to acquire new patients
In marketing to your potential patients I want you to understand some key direct mail marketing essentials that will help you to acquire new patients
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
effectively:
1) A postcard is better than something in an envelope.
For many reasons, the main one being, with an envelope you can’t make your potential patient see your message.
People are fast. We see and read very quickly – actually much more quickly than we even realize. Think about yourself – how fast do you go through your mail and process out what you want to keep and what you don’t wan
1) A postcard is better than something in an envelope.
For many reasons, the main one being, with an envelope you can’t make your potential patient see your message.
People are fast. We see and read very quickly – actually much more quickly than we even realize. Think about yourself – how fast do you go through your mail and process out what you want to keep and what you don’t wan
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
t to keep? Pretty fast. It takes fractions of seconds to go through and process in your mind “bill, bill, advertisement, bill, advertisement, letter…” And it also takes fractions of seconds to decide whether you are even going to bother giving more attention to the pieces that you designated as advertisements.
With a postcard, even if they throw it away, they already saw your message regardless of wheth
With a postcard, even if they throw it away, they already saw your message regardless of wheth
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
er they think they did or not. They saw it enough to either throw it away or keep it or respond to it.
And if they tossed it, the next time they get that same postcard in the mail, they'll see it again - as they throw it in the trash, again.
Let’s face it - junk mail gets thrown away. And postcards are junk mail just like other advertisements you get in the mail.
Although they may be junk mail, postcar
And if they tossed it, the next time they get that same postcard in the mail, they'll see it again - as they throw it in the trash, again.
Let’s face it - junk mail gets thrown away. And postcards are junk mail just like other advertisements you get in the mail.
Although they may be junk mail, postcar
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ds get read no matter what – even if thrown away without reading them, they get seen. It’s like the phoenix rising up from the ashes. And the truth is, one day a wife or mother is going to sift through her mail as quickly as always and see your postcard (again) and remember it is time to start little Johnny going to the dentist - and you know what? She'd rather send him to someone that specializes in kid
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
rather then her dentist. And besides that, your office is closer to Johnny's preschool while her's is all the way across town near the house she grew up in. So she calls. Or, perhaps she will put it up on the refrigerator to remind her to call you when she is ready.
2) If you are not doing repeat mail with your postcards you are flushing your money down the toilet.
Repeat mailings cannot be re
2) If you are not doing repeat mail with your postcards you are flushing your money down the toilet.
Repeat mailings cannot be re
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
peated enough. DO REPEAT MAILINGS! DO REPEAT MAILINGS! DO REPEAT MAILINGS! A one-shot-in-the-dark postcard mailing is not going to change your practice, your bottom line, your life or your anything.
The long and the short of it is, if you are not up to confronting that you need to do a campaign then don’t bother being in practice. Sorry if I sound a bit harsh!
And the plus point is that people start
The long and the short of it is, if you are not up to confronting that you need to do a campaign then don’t bother being in practice. Sorry if I sound a bit harsh!
And the plus point is that people start
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
to really believe you exist when they see your postcard over and over in the mail. It communicates credibility and gives people the idea that you are established and not going to go away. Some people may respond right away – a lot of people do not. They want to “see” if you are a one-shot in the dark kind of dentist or not. Think about all the mail you receive at home and think about the companies that
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
hit you again and again. In your own mind, I'll bet those companies are more real and more credible then some company you received just one piece of mail from.
3) The best price is not best necessarily the best postcard.
The cheapest is not necessarily the best. The old adage “you get what you pay for” applies here. I know that goes for dentistry as well. You are not going to get the top cos
3) The best price is not best necessarily the best postcard.
The cheapest is not necessarily the best. The old adage “you get what you pay for” applies here. I know that goes for dentistry as well. You are not going to get the top cos
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
metic dental surgeon for rock-bottom prices. I am not saying that one cannot get good dental work done for a reasonable cost; all I am saying is that cheaper is not always better. When you are looking for a good postcard company, get whatever potential Postcard Company you interview to send you samples. Make sure the postcard is a very good-quality, stiff card that catches your attention. Get them to gi
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
e you customer references. Call those references and find out what they think of that company’s service, product, etc.
There is a lot of behind-the-scenes work that goes into getting your postcard done right. If they mess up the printing, if they don’t get your mailing out on deadline, etc. – doing it dirt cheap might not mean getting the quality service you need or want.
4) Although most people, if
There is a lot of behind-the-scenes work that goes into getting your postcard done right. If they mess up the printing, if they don’t get your mailing out on deadline, etc. – doing it dirt cheap might not mean getting the quality service you need or want.
4) Although most people, if
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
surveyed, say they like full color on both sides, the truth is black on white on the back of the postcard gets a better response.
Why? Because full-color on both sides can be confusing. When people have the option of color on the back they tend to go a little nuts with the design to the point where the recipient doesn't know where to look first and the message gets completely lost. On the other han
Why? Because full-color on both sides can be confusing. When people have the option of color on the back they tend to go a little nuts with the design to the point where the recipient doesn't know where to look first and the message gets completely lost. On the other han
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
d, if you have an aesthetic front - with a great headline - the recipient will just want to turn that postcard over. And that's where your main message is, your call to action, your offer, and your contact information.
Example:
Did YOU Notice this Postcard?
Your Customers Will Notice Yours Too! 5000 Full Color
Super-glossy
Postcards
for only
$389
Look at it from the customer viewpoint – rea
Example:
Did YOU Notice this Postcard?
Your Customers Will Notice Yours Too! 5000 Full Color
Super-glossy
Postcards
for only
$389
Look at it from the customer viewpoint – rea
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
lly look at it from their viewpoint and you can see what I mean by eye trail.
5) You should promote only one thing at a time on your postcard.
Even if you sell lots of different dental products and services, you only promote one of them. It is okay to mention more of the more popular services you offer on the back of the postcard bullet pointed. But your main focus
5) You should promote only one thing at a time on your postcard.
Even if you sell lots of different dental products and services, you only promote one of them. It is okay to mention more of the more popular services you offer on the back of the postcard bullet pointed. But your main focus
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
on the front of your postcard needs to be one product, service, item, what-have-you – just one thing.
Let’s say in your dental practice your biggest money maker that most people need and want is this new teeth-whitening product. But you also do implants, dentures, and root canals in addition to your regular cleanings, crowns and fillings. Your postcard should only talk about one thing. Ok,
Let’s say in your dental practice your biggest money maker that most people need and want is this new teeth-whitening product. But you also do implants, dentures, and root canals in addition to your regular cleanings, crowns and fillings. Your postcard should only talk about one thing. Ok,
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
so promote your newest teeth-whitening product to attract interest. It is not that people who are looking for teeth whitening products are not also looking for someone to do their regular dental cleanings – it’s just too much information on the front of postcard.
The purpose of a postcard is to generate enough interest so that the recipient calls. You can put on the back as just a mention: “We are a full
The purpose of a postcard is to generate enough interest so that the recipient calls. You can put on the back as just a mention: “We are a full
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
-service dentistry practice.”
But on the front – one item! ONE ITEM!
You can get my drift if you look at it from another industry altogether. If a company sells hot tubs, above-ground pools and jungle gyms, they need to pick the one that gives them the most income and make their postcard about that. Don't forget, your recipient is going through their mail rapidly. A postcard with several messages and/
But on the front – one item! ONE ITEM!
You can get my drift if you look at it from another industry altogether. If a company sells hot tubs, above-ground pools and jungle gyms, they need to pick the one that gives them the most income and make their postcard about that. Don't forget, your recipient is going through their mail rapidly. A postcard with several messages and/
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
or images will get discarded without the person even noticing what is being advertised. Keep it simple. Do you really go over every dental product and service you have with every patient that walks in the door? Or do you tailor your educative “spiel” to what they actually need that will get them the results they need or want? So the same goes for marketing.
Now I saved the best for last…
6) A pe
Now I saved the best for last…
6) A pe
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
rson could grow a business with no other marketing media.
With postcards alone, one could take a company from zero to millions in revenue. How do I know? Because I did it.
We mailed postcards every single week, and the more postcards we mailed out, the more we grew. (We still mail out postcards every week to the tune of 86,000 postcards per week now.) Yes, it is good to diversify and as we grew a
With postcards alone, one could take a company from zero to millions in revenue. How do I know? Because I did it.
We mailed postcards every single week, and the more postcards we mailed out, the more we grew. (We still mail out postcards every week to the tune of 86,000 postcards per week now.) Yes, it is good to diversify and as we grew a
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
nd became more successful and had more money to try other media, we did. Some we kept and some we nixed. Postcards are a staple that works no matter what.
These six points of postcard marketing data are proven techniques will get you results with new patients while at the same time staying faithful to the time-honored methods that have helped thousands of businesses get more bang for their marketing buck
These six points of postcard marketing data are proven techniques will get you results with new patients while at the same time staying faithful to the time-honored methods that have helped thousands of businesses get more bang for their marketing buck
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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