subject: Evaluating Your Marketing Pieces? Things to Consider Before Making Changes [print this page] Evaluating Your Marketing Pieces? Things to Consider Before Making Changes
Things are beginning to loosen up and patients have become more willing to accept treatment. Many practices are again thinking of ways to drive new patients into the practice. If you are looking at revisiting your print ads such as postcards, newspaper or online information, there are several things to consider. Make the right choice and your phones will be ringing just as you wanted. Make the wrong selection and it will be money and opportunities wasted.
The start of any successful marketing campaign is to identify who you want to attract to your practice. By targeting the type of patients you prefer to see, you can tailor the ads to create a sense of urgency for them to contact you. While pictures can make ads attractive, the words are what create a "call to action" and gets the patient in your office.
So what should you look at?
Your hook
You have a very limited time to catch the attention of busy patients. Your "hook" is the way to do that. It should be the prominent part of your ad and meant to get the person to stop and read the rest of the material. This is not the place to promote your practice name but instead a chance to draw them in to the ad.
Your sub-hook
These are the lines right after your hook that give a little bit more information about why they should continue looking at the piece or ad.
Statement of their problem
Now is the chance to write about the problem your targeted patient is experiencing. The goal is to have the reader say "that's exactly what I need!"
Statement of the solution
This is the point where you describe how you can solve their problem and why you are the right one to do just that.
Problem solved
Now you can describe much better they will feel now that you have helped them solve their problem.
Examples of results
This is your chance to brag a little. You can back up your claim with examples and testimonials from satisfied patients which are powerful ways to show how you can help.
Special offer
To reduce the perceived risk of trying your services, you can make a special offer to entice that patient to come in. Understanding who you are trying to attract is key in presenting an offer that is perceived as being valuable.
Now what?
You have them interested in your service so now you must explain the next steps. Be specific so the patient knows what to do. "Call our office today to make an appointment", "Visit out web site for more information", "Visit FaceBook, become a friend and enter the drawing" all are specific actions for readers to take.
Act right now
This is the point to make sure the reader understands that the offer is limited and they need to take action by a given deadline. Doing so will create a sense of urgency and motivate the patient to act now or risk loosing out.
By understanding the power of the words in your marketing pieces, you will greatly increase the impact your ads have on your targeted patients. Having a good looking piece is nice, but getting great results is even better!
Ken Smith is Vice President of Peak Performers, Inc. an organization specializing in supporting the business consulting and staffing needs of dentists and their practices. With over twenty years experience in the health care field, Ken's background includes supervising the operations multiple dental prac
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