Disappointed with its previous direct marketer, Bonham Dental enlisted the PostcardMania direct marketing company to engineer a new mail campaign loaded with enticements. The face of Bonham’s new 6- by 8.5-inch cards featured a photo of a toothsome family framed by offers ranging from discounts for patients who refer friends to special promotions on Lumineers,® crowns, veneers and other services. The flipside offered coupons, including a $99 new patient special on an adult cleaning with X-rays. The coupons were complemented by comforting messaging about Bonham’s “No Pain, Low Anxiety Dental Treatment.”
According to operations manager Alvin Middleton, Bonham mailed out 50,000 postcards, with campaign costs totaling about $22,000. “Fortunately, we got one direct mail patient that returned that total investment in one treatment plan,” Middleton says. “Our return on investment was over $100,000 — a 5-to-1 rate.”
By the end of the second fiscal quarter of 2011, Bonham had attracted 47 new patients whose business the practice could attribute directly to its direct mail campaign. The campaign drew another 48 patients by the fourth quarter of that fiscal year.
For Bonham, the ongoing campaign has provided a lasting lesson in the effectiveness of intelligently conceived direct marketing. “Direct mail and our website continue to be our best ways to attract new patients,” Middleton notes. “In this struggling economy, direct mail has helped us maintain a steady flow of new patients to our office, something many practices are struggling with today.”Printing, Prospecting, Strategy