Direct Mail Marketing Works
Promoting your practice means telling people in your community all the services you offer. Do your patients know you offer custom orthotics, AFOs, Richie Braces, and pre-molded orthotics? Direct mail is a great way to spread the word.
Terri Hill from RTC Direct Mail shares insight into why direct mail continues to be a strong way to promote your podiatry practice.
Why Direct Mail?
Direct mail is over seven times more effective than all digital channels combined according to the 2015 Direct Marketing Association Response Rate Report. Did you know that 92% of millennials say they are more influenced by direct mail than any other form of marketing? (Neilsen, December 2013. “The Evolution of Circulars: From Print to Digital)
Consider purchasing a list.
You can purchase a list of prospect names which can target an area, age or lifestyle. So, if your best patient is a running enthusiast within a 5-mile radius of your practice between the ages of 40 and 50, there’s a list available for you. With list in hand, create a postcard or letter that speaks to their need. Using the runner example: Tell them about your expertise with athletes. Share how you offer both pre-mold and custom orthotics to enhance performance. Remember to answer “What’s In It For Me.”
Target Your Neighborhood.
If you want to target a neighborhood or community, the United States Postal Service (USPS) Every Door Direct Mail option might be the best solution. There’s no list necessary. Carrier routes are chosen to cover the desired area. Each household in the selected area gets your postcard. The messaging must be clear and relevant. Consider talking about pre-molded orthotics for youth and children, diabetic care for any age or custom orthotics and braces. Include your address, website and phone number. Different ages prefer different ways to reach your office.
To maximize your direct mail response, follow the 40/40/20 rule:
- The first 40% of the campaign relies on making sure you target your message to the right audience.
- The next 40% is the offer. What do you want the reader to do? Make it clear and appealing.
- The final 20% relies on creative elements. Use color, fonts and images to make an impact. Be sure your fonts are large and easy to read. It’s better to focus on one or two key points than to overload your material with too much information.
Interested in learning more about direct mail?
Contact Terri Hill firstname.lastname@example.org Ph: 610-562-5122 x 248