Orthotown June 2016 - (Page 18)
corporate profile // orthodonticmarketing.net
12 Strategic
for Patient-Producing
A
ll orthodontists want to increase
awareness of their practice in
the community. Research shows
that postcards are the most predictably
successful external marketing strategy,
so chances are you've considered
developing one yourself-or maybe
you're already mailing out thousands.
How do you know if your postcard
design is getting all the new patients
it could? Ask Shawn Rowbotham,
who's worked in marketing for 30
years and is part of the team at
OrthodonticMarketing.net, a Utah-based
consulting firm that helps practices
maximize returns and replies to postcards. By leveraging more than 50 key
data points and constantly interviewing
thousands of doctors and industry
experts, OrthodonticMarketing.net
bases its suggestions and decisions
on research and results accumulated
through mailing millions of postcards
every month.
You've likely seen something like
the postcard on the right in your
mailbox-but can you identify the places
where it could be significantly improved?
Rowbotham was kind enough to share
his insights about how what looks good
could be made even better.
18
JUNE 2016 // orthotown.com
Craft a compelling headline
This isn't bad, but consider using numbers, making the headline
more specific, using negative words and having two parts (for
example: "30 Years of Experience Never Hurt / Your 23-point free
consultation ensures you don't miss out on the right treatment for
your best smile"). Avoid platitudes! Engage readers by answering
their questions.
1
3
2
4
Reinforce what's special
If this is a good type of promotion for the practice, consider
making it look more clearly like an offer. For example,
explain the value proposition and include an expiration date.
http://www.orthodonticmarketing.net
http://www.OrthodonticMarketing.net
http://www.OrthodonticMarketing.net
http://www.orthotown.com
Table of Contents for the Digital Edition of Orthotown June 2016
Orthotown.com Highlights
Embrace Progress: AAO 2016 Recap
Class II Case: Extract, Forsus, or Surgery?
Corporate Profile: 12 Strategic Insights for Patient-Producing Postcards
What’s On Your Tray? Tray for Bonding Brackets
Clinical Orthodontics: A Glimpse of Today’s Residency
Software Solutions: In-house server or cloud-based system? The answer depends on your practice—and preferences
AAO Product Showcase
Anchors, a Way: Closing the spaces caused by congenitally missing teeth
Poll
Ad Index
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