Effective Direct Mail Marketing That is Truly Automated
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How do you really know how effective your marketing campaign is? The mailing piece is effective when it generates attention and drives the reader’s interest to move to the next step. Today, when a reader has an interest in a mailing piece, he/she can either pick up the phone and call directly to the office or go to your web site to find out additional information. More than likely the reader will go to your web site first. With most marketing campaigns, response is tracked when a call is received. However, let’s look at the true effectiveness of the marketing piece. For example, if you send 2,000 mailers and 1,100 prospects go to your web site for more information the mailer was a resounding success. However, what if out of the 1,100 responses to the web site, you only receive 4 phone calls and appoint only 1 patient. With the typical marketing tracking system you have a dismal failure, in that you only got 1 patient. While you truly only got 1 patient, the problem here wasn’t with the mailing piece, but potentially with your web site.
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When we generate a mailing piece, two very important components are added to the mailer. The first is a pseudo web site address and the second is a unique phone number identifier. When the pseudo web site address is activated by a prospect, it is recorded and becomes part of the mailing campaign statistics. Likewise, when the phone number is called, it is tracked against the mailing campaign. In essence, the effectiveness of the campaign would be as follows.
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Total Number of Mailers Generated
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2,000 |
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Total Hits to the Web Site
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1,100
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Total Calls Received
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10
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Total New Patients Appointed
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2
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Unfortunately, the failure of the marketing campaign has nothing to do with the marketing piece that was generated, but, in the example above, with the web site not moving the patient to the next step which is the desire to make the call. Therefore, an evaluation of the web site might be in order. Likewise, if there are a high number of calls, but few new patients appointed, there might be a problem with the way the incoming calls are being handled. With Lighthouse PLZ, we can record the incoming calls so that they can be evaluated to ensure that you’re getting the most for your marketing dollar.
The Lighthouse PLZ External Marketing process is far an away the best because we go far beyond what other marketing consultants and fulfillment houses can possibly do for you.
Our Direct Mail Marketing Campaigns are designed to get the results you need to keep your practice growing. Lighthouse custom tailors your marketing pieces and filters homeowners in your market area within the parameters that meet your marketing needs.
Sending fully customized marketing pieces and touching the homeowners on a consistent basis means you’ll be the dentist they turn to. All you do is answer the phone appoint the new patient, and we do the rest.