What does each new patient represent to you? How much would you be willing to pay for new cases in your area? What if you were offered 5 or more new cases in the next 60 days? When you get down to it, all businesses can use an influx of new revenue from time to time, and orthodontists are no different.
The orthodontic industry is like any account-based business in which new prospects represent much more than one simple transaction. But new patients in the orthodontic industry are not ongoing. Newly converted leads represent a fixed window of revenue and will occur over a fixed amount of time. From a marketing and advertising perspective, this difference helps to define the value of a converted lead and which advertising mediums are profitable. Advertising comes with expenses that are offset by the estimated return on investment. With a clearly defined threshold target for your cost per conversion, you can try different channels and see which methods are profitable.
Which marketing methods are right for your practice? Although creating and marketing a website is paramount these days it can take a lot of time and resources to maintain on online presence. Direct mail is smart option. Mail Manager Inc can help you define a targeted mailing list, design an eye-catching Snap Pak mailer and send out the final product. Then you can easily track activity and inquires on our web based Results Tracker system. Conversions are typically very high for this type of mail piece. Some of these mailers have yielded over 10 new cases for our clients. You will see that your influx of new patients will prove to be a terrific return on investment.
Advantages of using a direct mail campaign:
- Hyper local nature of industry is easily targeted through direct mail
- Snap Pak mailer provides extremely high open rate and conversion rate.
- Ortho services are typically not covered by insurance and requires targeting of higher income families
- Excellent ROI conversions represent large ticket revenue