Orthotown March 2020 - 47

Information is king
One of the benefits of amplifying a
traditional direct mail campaign with
the digital tools is the sheer amount of
information that orthodontists can glean
from every ad.
Without getting too technical, using
these tools, an orthodontist can capture
and then target the unique phone ID or
IP addresses of potential clients. That
information can then be used to retarget that
individual in the future. Once that digital
ad is redirected, the customer information
you collect on your website will allow you
to communicate with them again and send
them new offers.
This also allows your practice to build
a database of potential clients and try to
get them through the doors.
Here's something to be aware of: The
process leading up to the release of any
marketing campaign in orthodontics is
different than in other businesses.
The fi rst step in this process is utilizing the existing patient database. For
orthodontists specifically, the best way to

start is to evaluate the patient database on
location, income and demographics, and
then to create what we call "lookalikes."
These are potential patients who already
have much in common with the practice's
current clientele.
In other words, use the existing customer data to drive insights for the best
potential customer moving forward. In a
way, it's like getting digital referrals. You're
targeting the individuals who would most
likely be referred to your practice by clients
you already have.

Don't go it alone
Finding the right partner to implement
any marketing strategy, particularly one
using amplification, is very important.
Here are some tips to finding the right
people to work with as you build your
marketing strategy.
* Find a partner who is willing to test
and understand where those best
results are coming from.
* Find a partner who will be
transparent with the data. Too often,

fi rms want to sugarcoat the results
to make them look better than they
really are. Work with someone who
will tell you what worked and what
didn't.
* Find a partner who can fi nd
solutions to aspects of a campaign
that were weaker than expected.
Using an amplified marketing strategy
that blends a variety of marketing techniques
is already proving to be highly successful,
but it takes time and commitment to see
true results. Give your campaigns three to
six months to work. Remember: The longer
you test, the better you'll be able to dial
in and optimize your budget and results.
Every market is different, and every
practice is different. There is no magic
bullet when it comes to marketing success,
particularly in the orthodontics arena. You
may have to massage the formula to fi nd
the optimal solution, and it's going to take
time. But if you commit, go in with a smart
strategy and use the amplified techniques
and tools discussed here, you'll fi nd the
success you're looking for. ■

orthotown.com \\ MARCH 2020

OT0319_Kinzie_Amplification_MM.indd 47

47
2/25/20 10:04 AM
http://easyrxcloud.com http://www.orthotown.com
Orthotown March 2020

Table of Contents for the Digital Edition of Orthotown March 2020
