Dental Postcards Marketing WHITE Paper

Dental Marketing WHITE Paper

Expect Greater Success with Express Dental Marketing's Variable Digital Printing Postcards Mailed in a campaign of consistent progress and with Oliver Gonsalves' finesse. www.ExpressDM.com Too many choices: the biggest issue affecting new dentistry patient growth and dental care upgrades.  This consumer tsunami of many choices is also constrained by 'available' income and appreciation for financing those choices.  Dentistry also attaches the weight of three denial, procrastination, and treatment fear. It gets to be a big wave of waiving their right to better oral health, wavering and waving as they pass by... The best dental marketing overcomes the barrier of inaction and non-acceptance, while positioning the choice of “more dentistry” much higher! Sit Back, Relax... Oral Health Personalized direct mail provides a level of uniqueness that successfully engages the dental consumer. Traditional direct mail is like someone driving the down street in your neighborhood with a loudspeaker promoting your dental services. Whereas personalized dental postcards are like someone coming right to your door, knocking on it, and gently speaking your name when you open it. This immediate, relationship building aspect of personalized direct mail puts Express Dental Marketing in a unique position to boost your case acceptance and new patient growth. Express Dental Marketing has various levels of personalized direct mail to start a dental-health-improving conversation with your patients and/or community. By targeting three different dental service niches, Express Dental is able to give almost any practice an instant and uniquely powerful presence in the lives of their patients and community. Dentists who want to attract new families and improve internal communication, but also have an interest in promoting their cosmetic dentistry services have a complete suite of products in our Family Dentistry series. Dental practices that are more interested in attracting adult patients for restorative and cosmetic dentistry, and improving case acceptance with current patients will find exceptional designs and concepts in our Cosmetic Dentistry series. Expect Lake Effect Dentistry Orthodontists will also find exceptional personalized orthodontic marketing products and complete campaigns to become the leader in their community. The Express Dental Marketing orthodontic specialists series highly targets this demographic – from Invisalign® clear braces to comprehensive orthodontic treatment. Express Dental Marketing offers two general personalized direct mail strategies: public and current patient. There are two ways to use the service - one-time, event driven occasions or a consistent, throughout the year campaign. Some dental practices want to turn things around quickly and need a significant infusion of new patients. This includes startup or established practices. They would want to at the very least utilize the New Patient Booster series. NEW PATIENT BOOSTER Cosmetic Dentistry – New Patient Booster Postcards Family Dentistry - New Patient Booster Postcards Orthodontic Specialist – New Patient Booster Postcards However, if you have an established practice with a large patient base that could be more productive from a dental treatment and/or a referral perspective, the Relationship Builders and Referral Reminders are the perfect choice to greatly enhance their internal revenue-generating network. RELATIONSHIP BUILDERS – PERSONALIZED POSTCARDS Orthodontic Specialist – Relationship Builders Cosmetic Dentistry – Relationship Builders Family Dentistry – Relationship Builders REFERRAL REMINDERS – PERSONALIZED CARDS WITH ENVELOPES Cosmetic Dentistry – Referral Reminders Family Dentistry – Referral Reminders Orthodontic Specialists – Referral Reminders As a complement to your external campaign to attract new patients or as a substitute for the New Patient Booster is the New Mover Developers. This targets the latest movers and new residents in your area.  These creative personalized concepts will put your practice out in front of the competition while encouraging families to make proactive decisions about their dental care. Advanced Cosmetic Dentistry NEW MOVER DEVELOPERS Cosmetic Dentistry – New Mover Developers Family Dentistry – New Mover Developers Orthodontic Specialists – New Mover Developers While consistent, throughout the year campaigns (noted above) will have the most dramatic effect on revenue generation, Express Dental Marketing can provide your practice with superior value and response with special event and occasion marketing products. The most unique product offered by Express Dental Marketing is the Open House Invitation, which can be used for many events such as a new building open house, new doctor, or something more specific like an Invisalign one-day event or to promote a new technique or dental technology like Lumineers or CEREC one-day crowns. PERSONALIZED OPEN HOUSE INVITATIONS and SPECIAL EVENT POSTCARDS Orthodontic Specialists – Special Event Postcards Cosmetic Dentistry – Special Event Postcards Family Dentistry – Special Event Postcards Finally, Express Dental Marketing is able to personalize your holiday greeting cards and send out birthday cards to patients throughout the year. These marketing strategies allow dentists to find out about the power of personalized dental direct mail and then build up as they see its powerful results. PERSONALIZED HOLIDAY CARDS Family Dentistry – Holiday Postcards Cosmetic Dentistry – Holiday Postcards  Orthodontic Specialists – Holiday Postcards PERSONALIZED BIRTHDAY CARDS Family Dentistry – Birthday Postcards Orthodontic Specialists – Birthday Postcards Cosmetic Dentistry – Birthday Postcards Start Smile Like You Mean It! Express Dental Marketing will set your dental or orthodontic practice apart. The uniqueness of personalization can overcome procrastination, dental fear, and dental health denial. It will put dental care squarely on the map of the most worthwhile choices the consumer can make (now rather than later or never). You can wait by the sidelines for your next patient or get out there and make the best case for the choices you provide. Contact Oliver "Oli" Gonsalves for more information. 1.888.380.0020 Sincerely, Dick Chwalek – Niche Dental President  – of NicheDental.com and co-creator of the Express Dental Marketing system. Also Posted Here: Unique Power of Dental Marketing Also Posted at NicheDental.com

Niche Dental Videos: Proven New Patient Results with Postcards Marketing

This video shows the reality of putting the 'best pieces' together for my client (and a dentist like you) to generate actual, positive results...

Dentists, Where Could You Get New Dental Patients From?

Well, let's now sift through all the options to try, and try and again to figure out what the h_ll a dentist should do...

1) Patient, Team, Specialists Referrals...

2) Practice Signage or brochures...

3) Direct mailings like postcards, newsletters, flyers and other mailers...

4) Advertisements in Yellow Pages, Newspapers, Magazines and other print publications...

5) Commercials on broadcast TV, Cable Television, Local Radio Stations and other 'traditional electronic' media...

6) Out of Home/Outdoor advertising like billboards, shopping carts, gas pump displays, mall posters, workout gym fixed and video displays, movie theaters and other non-online venues...

7) Online marketing such as Bing, Yahoo, Google Adwords and other PPC advertising.

8) Facebook, 1888PressRelease.com, Google+ Twitter, Digg, Ning and other online social and search networks...

9) YouTube, MetaCafe and other video websites...

Finally,

YOUR Dental office website...

Niche Dental and Connective Communication© provides the ability to refine the wealth of options down to the reality of dentistry, dental and dentists success: more patients, more health, more revenues.

Sincerely,

Dick Chwalek

NicheDental.com

YouTube.com/user/NicheDental2000

www.twitter.com/nichedental

Deteriorated Dental Office Brands

> Invigorating Referrals & Refreshing New Patient Numbers

Dental brands can become stagnant and then deteriorate very quickly, depending on the conditional of the local and national economic environment and strength of the practice structure and management. Generally, within five to seven years many elements can begin to go spread apart and lose their strength without a focused reenergizing effort.

A dental brand includes the office location, facility décor and layout, dentist expertise, team presentation, practice mission, advertising statements and of course, logo design and the look of other marketing materials. Some dental brand elements will have a much longer life and other brands become outdated even before Google can rank it.

Does your dental practice brand have the strength to thrive?

Weak & Confusing Dental Brands

• Employing generic marketing when dentists want to emphasize high value dental services
• Advertising convenience and speed while expecting consumers to pay a high quality treatment fee
• Promoting cosmetic dentistry without the look and feel of artistry within practice brand elements and office design
• Building awareness of implant dentistry expertise while simultaneously focusing a lot on free and discounted dental services

Dental office brand inconsistencies mean your patients and consumers come in with hard to manage expectations.

Deteriorating & Stagnant Dental Brands

• Dentists with significant expertise who have little high value public exposure
• Referrals built solely on simplistic brand knowledge and expressions such as “friendly and nice”
• Dental offices where comfort is not an obvious focus in the treatment, setting and team demeanor
• Marketing focused on services, NOT on people and the overall value of advanced, lifelike dentistry

When a dental brand becomes stagnant and too internally focused (about what the dentist is comfortable with), patients start to look elsewhere. Simply being nice and friendly just won’t cut it anymore.

Dental Office Brand Identity

Brand is closely tied with image. A stronger dental brand can take the office image to a higher level. Dentists with exceptional credentials and a well-honed brand are an infinitely more cohesive entity. An expert can't stop adding new techniques and knowledge and a brand can't rely on one element to survive long term. Many dental office brands rely on one or two things: location/expertise, facility/high-tech or great team/superb service. These branding attempts can only cover so much ground on their own.

New dental patients are attracted because of many branding efforts. Relying on one or two elements like location and referrals means gaps in new patient development will appear. Branding is communication; communication is everything for a dental practice. Oral health, dentistry expertise, and preventive dental care compliance all need communication to make them viable within a consumer society, and ultimately, perceived as vital to each individual.

Marketing dental expertise is complicated. To be successful advocating your high value dentistry services, the complexity needs to be skillfully explained and succinctly understood. This is difficult to do when current and prospective patients are being influenced and distracted by other branding efforts that appeal to them at more basic and emotional levels from ‘free whitening’ and ‘covered by my dental insurance’ to ‘mercury fillings’ and ‘dentist visit fear.’

Marketing a full line of dental care services that are always changing and often misunderstood is problematic. This garble of clinical terms intermixed with always evolving marketing techniques adds to the confusion, which disconnects the consumer from understanding the value your dentistry expertise makes possible. A relevant and concise brand sets your dental office apart from dentist competitors selling those same services as well as other consumer services, which will end up taking precedence when dentistry is missing from public discourse.

Standing out from the generic dentist crowd has a lasting impact. Providing brand name dental services like Lumineers, Invisalign, CEREC One-visit Crowns can be helpful initially. But when every other dentist is advertising the same way, you begin to blend in again. Rather than being the “brand named” cosmetic dentistry veneers artist, invisible braces/orthodontic expert, or high-tech crown restorative dentist, develop an image that is bigger and more exclusive than a service you provide that every other dentist does. A unified and distinctive practice-branding strategy can tie together these other elements and create a focal point for your dental advertising and value educative messages.

Visual Brand Icon: Dental Logos Design

Combining a unique dental logo, cohesively designed package of materials, a congruent image with a consistent salvo of ongoing refreshed re-branding strategies can prevent your dentistry brand from going on life support.

Dental brands such as ‘drill, fill and bill’, ‘dentistry has little value’ and ‘only if insurance covers it’ survive in the minds of patients because most dental offices have similar images or generic marketing strategies. Therefore, dentistry mostly attracts one segment of the larger consumer audience - those who have tooth loss, those in pain, the insurance patient and the (non-fearful) health conscious.

Some of these consumers are desirable, but won't change their current perspective without a different message; many others are not likely to ever connect without an enhanced brand identity being presented. A unique brand that incorporates pleasant images (no dental chair mouth mining), relaxing actual patient renewed smiles (not fear producing metal probes) comfort creating service strategies like sedation dentistry (avoiding the perception that tooth pulling is the goal) as well as advanced technology for a more rewarding experience and smile makeover result has substantial potential to change perspectives and lives.

Comprehensive dental branding will bring more people from the yesteryear of bad dental visit memories to the present day ‘brand’ of total oral health with the dental ‘logo’ of exceptional value and oft spoken ‘tagline’ of painless treatment and pain free living. Effective dental branding is about high value not high cost, great service not great expense, and lifelike results not lifeless quality.

Brands focused on rejuvenated oral health and stunning smile makeovers present the public with a reason to rethink their current value system and move beyond the generic concepts of fix and maintain into the realm optimal and exceptional. Whether dental branding makes sense to you or not, many of your patients and much of the general public need an assertive and refreshing message to move in the right direction quickly enough to preserve their oral health and in many too many cases save their smiles.

Conclusion: Refreshing Dental Practice Brands

Sitting on the sidelines means more people missing out on your dental expertise and smile makeover artistry, which is a losing position for everyone. Patients lose teeth. Dentists like you miss out on revenues. Public dental health continues its supreme reign as the ultimate king of loss leaders.

Take your dental practice to a higher plane of dentistry communication. Get properly branded.

Dental Marketing Commentary by Dick Chwalek

Niche Dental President

Dental Marketing Coaching & Dentistry Communication Consulting

For Dental Brands, Logos, Websites, and Online Services contact The Peripheral Vision