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May 2008

Chiro Biz Quiz: The basics of direct-mail marketing

One of the most versatile and cost-effective marketing tools available to professional practices is direct mail. With this medium, you can target any group you want your message to reach.

The basic principles for an effective promotion can be summarized by four W’s: Who, what, when, and why.

• Who are you trying to reach? Whether you want to recall patients who haven’t been in for a while or are looking to attract new patients, a special offer for direct response works well.

For some promotions, such as those to current patients, you already have the mailing list. But for promotions outside of your practice, a good list broker can help you create a mailing list targeted to who you want to reach.

It is better to rent than to buy the list, as these lists need to be updated frequently. Deal with a broker who is recommended and reputable.

You can also target such referral sources as attorneys and medical doctors instead of individual patients, as one referral source may produce many new patients.

• What should you send? For most direct mailings, a letter is the medium of choice. Other common options include postcards, foldouts, brochures, newsletters, CDs, and DVDs, but a professional-looking letter with tasteful subheadings in the copy is best for patients and other professionals.

Since studies have shown that expensive paper and envelopes do not increase a direct-mail promotion’s effectiveness, use your money for things that do — such as personalizing the envelope and letter.

You may think you will save money if your staff does the mailing, but don’t. For small mailings, you can use first-class mail, but you should use a mailing house. A mailing house will get promotions delivered on time — and your staff can do what they are supposed to do.

• When should you mail? Experts

generally agree it is best to avoid having mail delivered on weekends or holidays, and that midweek is best. In addition, it is best to avoid the slow season if you live in a seasonal area, and the entire period from Thanksgiving to New Years.

• Why should you mail? Direct mail is a science — and an art. As with other types of promotions, the key is identifying a need your targeted group has and then presenting a better solution. Be careful never to make unrealistic claims that threaten your credibility and can get you in trouble with your licensing board.

When done correctly direct-mail marketing can significantly increase your name recognition and your bottom line.

Test your knowledge of direct-mail marketing with this short true or false quiz:

[  ] 1. It is a good idea to do most of the mailing
in-house to save money.

[  ] 2. Direct mail can target just about any group.

[  ] 3. Except for mailings to current patients, you should use a list compiled for you by a professional.

[  ] 4. Expensive stationery increases the professional look and effectiveness of your mailing.

Answers. No. 1 and No. 4 are false. No. 1 is false because it is just too labor-intensive for your staff to get out a large mailing and still have time to do their regular jobs.

A mailing house will do it correctly and on time, as well as cost-effectively. And No. 4 is false because, as stated earlier, studies have shown that expensive stationery does not increase the effectiveness of a direct-mail promotion.

Marc H. Sencer, MD, is the president and founder of MDs for DCs, which provides intensive one-on-one training, medical staffing, and ongoing practice-management support to chiropractic integrated practices. He can be reached at 800-916-1462 or through the Web site, www.mdsfordcs.com.

 

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