THINK MARKETING YOUR PRACTICE THROUGH DIRECT MAIL IS A LONG-GONE TOOL? THINK AGAIN!

In years past, dental practice management experts often advised mailing information about your practice to residents in selected zip codes from which you wanted more patients.  Then with e-mail and various forms of social media, the concept of marketing through direct mail waned.

In a recent study, ExactTarget, an international company that specializes in interactive marketing, asked almost 1500 consumers of all ages and demographics how they like to receive 11 various types of information.  Direct mail led or tied in six categories and came a close second in four others.  In another such study conducted in 2011 by Epsilon, a multi-channel marketing service, more than 1/3 of the 5000 respondents preferred receiving information via mail over a multitude of other channels.  Incidentally, 18-to-34 year olds were well represented among those polled.

Among reasons respondents gave for preferring direct mail:  It’s tangible so it can be retained for future reference and use.  It’s more trustworthy than other channels. People like opening mail; a piece in their mailbox provides a sort of psychological boost.  Summary:  Direct mail is popular and it works, delivering better response from recipients than any type of electronic media.

Need more patients?  Revisit the ways direct mail can attract them.