When MySpace, Facebook and Twitter first debuted, the entire internet was abuzz about social media marketing. “Going viral” was the next big thing! You could market your medical or dental practice online for little to no money at all – reach millions of consumers all around the world for the cost of an internet connection. But the truth about social media marketing is it really isn’t that cheap; direct mail campaigns are much more effective for dentists, doctors and other medical practices.
Read on to learn how patient newsletters and dental postcards, including specialty dental newsletter options, can help your practice grow with high-quality new patients and achieve the specific goals of your practice – and learn the truth about social media marketing.
The Truth about Social Media Marketing
While many so-called “internet gurus” tout social media as a quick and easy solution to market your company online, a successful social media marketing campaign requires time, money and manpower that most companies just don’t have. A good social media plan takes a well-thought out strategy. Social media is very time-consuming to use, and very easy to misuse.
Social Media Marketing Takes Time and Planning
While it may seem like you can just hop online, send a few tweets, and gain instant publicity for your company, nothing could be further from the truth. Measurements need to be set in place, analytics and tracking need to be employed, and usually some element of web development or design is required to set your social networking profile apart from the rest.
In addition, a social marketing campaign requires community management. That means someone to write and update your blog, someone to send and respond to tweets, someone to update your Facebook page, etc., etc., etc. Just hiring a part-time community manager for 20 hours per week at $10 an hour (this is on the low end of the pay scale) will add more than $10,000 to your budget. Not to mention what you will pay for a strategist to create your campaign, a web designer to build your custom Facebook and Twitter pages, and third-party specialists to employ all the newest technologies on a regular basis.
Direct Mail Reaches Your Ideal Demographic
Direct mail is one of the most powerful marketing tools you can employ today. It’s personalized, customized, targeted and relevant. With a direct mail campaign that utilizes variable data and personalized one-to-one marketing you can effectively reach your ideal demographic – at a fraction of the time and cost necessary for a social marketing campaign. Many target demographics don’t even use social websites. For instance, dental practices want to reach an ideal demographic of people who have money, want to spend money on their oral health, and are concerned about aging well. The segment of the population that most uses social media – younger adults – have other priorities. Reports show response rates closing in on 1% on direct mail, and the addition of “name only” variable data increased response rates by up to 44%. The use of full color and special offers can increase response even further.
Don’t fall for the hype surrounding Facebook, Twitter and other social websites! Printed direct mail, such as dental postcards and patient newsletters, is what drives traffic to a website. Your newsletter or postcard provides tangibility, credibility, and an appeal the internet does not offer. In fact, close to 90% of the 18-49 consumer group welcome, read and respond to printed mailed materials. Start getting your practice the attention it deserves with a direct mail campaign today.
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