Among DCs, it's no longer a secret. Every Door Direct Mail advertising is a cash cow that will drive new patients to your practice with each mailing. While success
stories are well-documented, it is still important to consider what makes a direct mail campaign actually work. From the design, to the headline, to the call for action every path your choose will impact your response rate. In fact, every word, image, and idea presented on your direct mail postcard will either have a positive or negative impact on the results.
Direct mail marketing is no different then running a practice. Each day (or campaign) presents an opportunity to become more efficient, more effective, and better positioned for success. Sure, direct mail will bring new patients in the door, however, only your commitment to excellence in treatment and patient experience, will build long-term, and profitable relationships.
1. Focus your message
Develop a singular theme for your campaign. Whether it's focused on surgery-free pain treatment, or physical-healing that will put patients back on the golf course, be clear in what you communicate. A good chiropractic postcard design needs to instantly communicate a message, which is completely benefit-driven, while pointing prospects to take one specific action (ie: schedule consultation).
2. Clarity not quantity
With a clear theme set for your campaign, you can focus solely on powerful content. All of your text, also known as sales copy, should provide benefits while persuading the recipient to take a specific action. What do patients get (instantly) from your care plans? Less pain? Reduced inflammation? More freedom to reclaim their previous active lifestyle? If you can provide a benefit, list it in support of your theme.
3. Text persuades, images sell
Images, graphics, and photos are very powerful marketing tools. When people review printed collateral, they first view images on the page before reading any text. Your targeted demographic must be able to relate to, or appreciate, the images featured on your direct mail postcards. Avoid using images of medical equipment or tools that may be alarming or intimidating to some prospects. Remember the old saying, "Sell the good night's sleep, not the mattress," when choosing images that drive home your message.
Follow these 3 simple ideas to get more out of your direct mail campaign. If you need some inspiration, or would like to see "real" examples of chiropractic EDDM postcards, click on the link below. No other form of marketing delivers the same in-your-hands impact as direct mail, at such affordable rates.
FREE Chiropractic Postcard Samples