Direct-mail advertising offers a unique opportunity to reach a targeted audience for measurable marketing results.
Whether you offer massage, children’s services, family chiropractic, or another specialized area of chiropractic services, direct-mail marketing will help you professionally share your message with the local community.
Here are some strategies to help your direct-mail marketing program be successful:
Use quality graphics.
Today’s consumers are visually oriented. People tend to read advertisements that have colorful photographs and logos supported by strong headlines with clear messages.
As you make your graphic choices, remember a picture is still worth a thousand words and research has shown that full-color advertising options can actually increase redemption rates by 30 percent to 60 percent.
Promote with coupons or certificates.
If you want to offer specials, make your chiropractic practice coupons as valuable as possible to get a strong response. Promote your best chiropractic services with attractive offers and special prices.
In these coupons or certificates, use strong headlines, such as Realign Your Back, Realign Your Life.
Another tip: Don’t use percentage-off offers. Consumers respond better to strong dollars-off discounts and offers than they do to percent-off incentives. They more readily understand $25 Off Any $100 or More Chiropractic Care Service or Product Purchase than they do 25% Off Any Purchase of $100 or More.
Some examples of special offers to consider: $xxxx Annual Family Chiropractic Plan, $25 Chiropractic Exam, Save $20 on X-rays, or Free Chiropractic Consultation.
To manage your offers, keep rules and disclaimers simple concerning what is not included, such as No double discounts. Expires 00/00/08. (Use expiration dates of no more than 60 days to 90 days to keep offers timely.)
Work with reputable direct-mail marketers.
Select a marketer with a proven track record. Many local direct-mail houses can help you create, print, mail, and facilitate your entire piece, while charging for these comprehensive services. If you provide your patient-mailing list, zip codes, or neighborhoods you want to target surrounding your chiropractic business, they can facilitate solo direct-mail campaigns for you.
Solo direct mail can be very effective, with costs ranging from 30 cents to $1 per targeted home, considering all the costs associated for artwork, printing, addressing, postage & handling and depending upon the flier, magazine, postcard, letter, brochure, or mailing device you use. Don’t hesitate to ask for samples of work and demographic statistics from their direct-mail database. There are also great resources available with fabulous postcards that Chiropractors can purchase, where the individual practice information can be printed right on the card.
Find the right direct-mail list provider.
Mailing lists to targeted demographics and zip codes. Dataman Group in Boca Raton, FL works closely with many Chiropractic practices to provide the right marketing lists for chiropractors. There are certain key groups for Chiropractic practices that are top responders. Individuals suffering from back pain or migraines; New Movers; blue collar workers; females age 30-60 in a 5-mile radius around the practice are all top prospect groups for Chiropractic practices.
Or, consider cooperative direct mail. At approximately 3 cents to 4 cents per home with some select high-quality, direct-mail resources, direct-mail marketing can be affordable when you work with other local businesses in a magazine or a cooperative envelope format.
Cooperative direct mailing requires working with a reputable local or national direct-mail resource to facilitate the direct-mail program for you. These companies do it all for you, from complementary marketing consultations to the creation and mailing of each piece.
Direct-mail magazines typically mail to 50,000 homes per targeted mailing area, so you can select the best ones that will work for your chiropractic office. A high-quality direct-mail magazine option will potentially cost about 3 cents to 4 cents per home.
Coupon envelope resources cooperatively mail loose independent coupons from various local businesses to 10,000 homes per targeted zone.
Create annual direct-mail campaigns.
Invest in your success by using direct-mail advertising consistently throughout the year. Companies often offer cost savings when you mail to multiple or larger targeted areas with annual agreements. Repetition is important for brand awareness.
Set realistic expectations.
Direct mail works, especially with repetition of strong offers. Like any other form of advertising and marketing, however, it usually takes a long-term investment. Visit with your direct-mail consultant to set realistic expectations so you are not disappointed. A monthly New Mover program to the 250 newcomers around a practice might not bring a new patient in every month…but a Chiropractic practice will get several new patients each year from this kind of program, which more than pays for the cost.
Direct-mail coupons and mini-gift certificates can be tracked, which is why direct marketing is such a wonderful tool. If you want to determine the effectiveness of your campaign, ask every patient how they heard about you. Many patients will bring in the postcards, mailers, and coupons, but many will respond to the advertising without bringing in the coupons or advertisements.
**New – Geo-Targeted E-Mail.
Consider our new geo-targeted E-Mail option where you can send advertisement or coupon by E-Mail directly to consumer indoxes in your relevant market area – which can bring a practice new revenue opportunities. We offer our clients easy-to-customize templates to make E-Mail marketing a breeze.
Click below to get additional information on the prospect mailing lists that will impact your practice.
- New Mover Programs for Hospitals **this is a great article
- New Homeowners
- New Movers
- Pre-Natal families
- Parents of New babies
- Families With Children
- Individuals by Age & Income
- Back Pain Sufferers
- Prescription Drug Users
Call our office at (800) 771-3282, or email us at firstname.lastname@example.org, and let us know the zip codes or counties your practice reaches. We will be happy to run counts in your market area today!