How to use print media correctly.
Irrespective of how popular the Internet has become, print media is still an effective marketing tool. However, it is not enough to simply print a few brochures or flyers to attract new patients. We will show you proven methods and tips to help you optimise your print marketing strategy.
A convincing and consistent brand presence.
Ensure that your brand is reflected across all your print media – business cards, brochures, postcards and flyers – and matches your online presence and dental practice. This means: The logo, name, colours, font and overall design must be consistent and easily recognisable to patients – no matter how they come into contact with your practice. This applies to patient information brochures, invoices, interior design and any other documents or media that you use.
The greatest benefit of print marketing is that you advertise your dental practice to prospective patients in the real world, without waiting for them to find your online presence.
Attractive brochures and flyers may be handed out at health trade fairs, public institutions or at events. Always ensure that you adhere to any data privacy provisions.
Local magazines and newspapers are built around communities. These channels provide prospective patients with adverts and information relevant to the area in which they live.
This makes them extremely popular. You could even take initiative and contact the editor to publish an article on dental health, which will position you as an expert in the field.
It is worth considering a postcard campaign targeting the people who live and work in the area around your dental practice. The postcards must be designed and printed professionally, include your practice logo, and be sent to people who live in your catchment area.
You can also announce special offers for new patients. Another great idea is to use these postcards to advertise and open day at your practice, where prospective patients get to know you and your team personally with no obligation.
Discounts give prospective patients a reason to call and make an appointment. You can offer discounts for a range of services, such as routine dental cleaning.
On the other hand, you could also offer a free additional service, such as a free whitening after a routine dental cleaning or an X-ray examination.
Add QR codes to your advertising material. QR codes are two-dimensional codes that can be scanned easily using a smartphone app.
They are usually used to access a website that contains more information about your practice or a special offer. This drives patients to your website, so that they can get in touch easily.
Communicate with your patients.
Use postcards or letter adverts to stay in touch with your patients. You could also use them to remind patients about their upcoming routine dental cleaning, or wish them a happy birthday. Letters written on paper stand out at the moment, since everyone is overwhelmed by the vast quantities of email that we receive on a daily basis.
Waiting-room advertising.
Waiting time = information time. Place printed, informative materials, such as brochures and patient flyers, in the waiting room, and hang up informative posters. Now your patient has time to read!
Your waiting room may be of enormous value if you want to promote your practice. You can tell your patients about the services that you offer in an interesting and approachable way. After all, they came in with the intention of focusing on their dental health – you might as well take advantage of the opportunity to give them a little extra information.
Take advantage of the opportunity to address important topics in the waiting room. You can easily follow this up with a discussion in the treatment room!