Dental Print Collateral That Works
Despite rumors to the contrary, print media is alive and well. While it’s true that digital tools have revolutionized the marketing world, traditional print holds a valuable position in any dental marketing strategy – especially when creating tangible items for your office and outside promotions.
Let’s look at some of the dental print collateral that can successfully help to elevate your practice, educate your patients, and generate potential new business.
Brochures | An informative, well-designed brochure is a great tool for showcasing your practice’s services and unique value proposition (UVP). Be sure to include content related to special procedures, technology, or treatments offered, such as sedation dentistry or in-house restorations. Consider adding staff qualifications or patient testimonials.
Direct Mail Postcards | Dentists have long used direct mail marketing for new patient acquisition as well as strengthening relationships with current clients. Direct mail programs through the U.S. Postal Service can help you curate a mailing list that’s targeted and cost-effective.
Waiting Room Posters | While you hope your patients don’t have a long wait, it can be advantageous to deck the walls and tables with educational posters and flyers. They may include tips on oral hygiene, preventative care, and the importance of regular visits. Visual aids can be more accessible for some, especially when promoting a service or procedure.
Rack Cards | Similar to brochures or flyers, a rack card can provide abbreviated but informative messaging to prospective clients. Seek out opportunities for placement at key locations like senior facilities, daycare centers, or chambers of commerce.
Reminder Cards | Customer relationship management (CRM) software is constantly improving and making it easier to email, text, or call patients with updates on their upcoming appointments. However, some people still like it “old school” with a physical reminder. Keep simple, branded cards at the front desk and give patients the option.
Seasonal Marketing | Printed cards such as holiday greetings, birthday wishes, or branded calendars at year-end can all reinforce relationships with current patients. Seasonal promotions provide the opportunity to entice new and existing patients – for example, teeth whitening discounts before Valentine’s Day, or back-to-school checkup specials.
Making Print Work for You
Regardless of the type of print collateral you use in your dental practice, there are guidelines that can make it more effective and successful. Consistent branding and messaging should be carried through on business cards, letterhead, and billing documents, and tied in accordingly to promotional materials and online representation. Other effective marketing elements include:
- Concise and easy-to-understand content
- Professional design and photography
- Differentiation from other practices in the area
- Clearly communicates your UVP
- Contact info and call-to-action where applicable
There are, of course, pros and cons when comparing digital to print marketing, but it’s nice to know your patients and prospects won’t typically delete an informative brochure as easily as an email. Ultimately, your marketing strategy should be a thoughtful combination of print and digital, that’s based on your goals, budget, patient demographic, target audience, and more.
At RAMP, The Dentist’s Marketing Company, we know the value of customized marketing solutions and would love to discuss yours. Contact us today for a complimentary evaluation.
