If you’re thinking that competition in the dentistry industry is manageable, you’re sadly mistaken. As more people become aware of the importance of dental health, thanks to digital channels, the dental care market is livelier than ever before. Just because digital channels are responsible for this resurgence, it doesn’t mean that digital marketing is the only reliable option and traditional marketing fades into the background. Tangible marketing is one traditional approach that remains powerful despite great strides in digital marketing achievements. There’s an invisible connection and persisting visibility that only tangible marketing tools can achieve. If your dental clinic aims to extend its reach and stand out from the competition, read on to know why going back to basics such as tangible marketing approaches is worth considering.
Rediscovering Tangible Marketing
For newly established dental clinics that are exposed to the digital landscape, tangible marketing may seem like a foreign concept. Tangible marketing utilizes physical materials, such as calling cards, posters, and postcards, to communicate messages to potential customers. Unlike digital strategies that depend on screens and online platforms, tangible marketing emphasizes a sensory experience – the sense of touch. Yes, the sense of touch is capable of augmenting visibility through sensory appeal and connection. This creates a lasting impression on potential patients, covering the limitations of digital mediums. Utilizing custom dentist postcards can help achieve this by sending targeted messages to their current and prospective patients. Informing local residents of special promotions or services can be made more effective and persuasive by letting them touch direct mail postcards and examine them up close. Closer inspection and better recall from handling postcards can help this approach stand out despite the daily influx of digital messages, opening various possibilities for dental clinics.
Enhanced Patient Engagement Through Personalization
Tangibility catches attention better than pop-up messages on a computer screen. In dental practice, having a postcard that audiences can feel or fold into their pockets or bags and unfold at any time can attract and retain patients effectively. Even without dental emergencies, having a postcard on hand tells you to get your teeth checked. This is also useful as an appointment reminder, as it evokes recall and action better than emails or text messages, ensuring a high checkup attendance rate. With tangible marketing, dental clinics can personalize their direct mail postcards by including the recipient’s name and the specific services they offer. This not only demonstrates a commitment to individualized care but also reflects the value they give to patients. Including greetings and milestone reminders serve as friendly gestures and demonstrations of attention to detail, which patients greatly appreciate. This results in enhanced patient engagement as these small sentiments resonate more than an impersonal email or text.
Building a Strong Brand Identity
Attracting and retaining patients in a dental practice is no easy feat without a well-defined brand identity. Tangible marketing enters the scene as a significant contributor by providing a physical representation of the practice's values and mission. A beautifully designed brochure or a welcoming postcard that matches the warmth and pleasant ambiance of the clinic creates an indelible impression of professionalism and thoughtfulness. Postcards are physical canvasses that can incorporate brand colors, logos, and imagery that reflect the practice's identity. Use relevant, concise information and meaningful images to create familiarity and trust among potential patients, making them more likely to choose that practice over others.
Complementing Face-to-Face Marketing Efforts
The flexibility of tangible marketing is not limited to printed media. It can complement localized, face-to-face marketing efforts such as joining local events and sponsoring community initiatives. While attending local events and programs can also be considered tangible marketing efforts, distributing flyers and brochures during these gatherings enhances the cordiality and professionalism of dentists. This presence builds trust and recognition, as patients and interested individuals like to know that their dental provider is an integral part of the community. This helps redesign their image among residents, building trust and planting the seeds of a loyal patient base.
Enabling Cross-Promotions with Other Local Businesses
Tangible marketing can be used to expand audience reach through establishing partnerships with complementary local businesses. The tangible approach of meeting and shaking hands with health club and wellness center owners and health professionals from family medicine clinics is just one part of this innovative approach. This collaboration is then taken a step further by sharing tangible marketing materials like co-branded brochures or special offer cards, where the featured establishments can broaden their reach. A referral from a trusted local business can encourage potential patients to visit a dental office they might not have otherwise considered. Such partnerships also emphasize a strong community presence, enhancing credibility and visibility.
Integrating Digital and Tangible Marketing
With all the benefits of tangible being showcased here, it doesn’t mean that it shouldn’t co-exist with digital marketing. It’s the opposite – the greatest benefit comes from integrating both digital and tangible marketing efforts. A balanced approach helps promote a cohesive brand message. For instance, consistent branding across both formats reinforces a dental practice’s identity more profoundly. Digital platforms can be utilized to promote tangible marketing campaigns to augment their reach and effectiveness. Announcing a new postcard mailing on social media or sending an email with highlights of the latest brochure can entice potential patients to seek further information and check their physical mailboxes. By using both methods, practices can maximize their outreach and impact.
Effective Call-To-Actions in Tangible Marketing
Actions speak louder than words, and a clear and compelling call-to-action (CTA) in tangible marketing should spur the recipient into the desired action. Whether it's a special promotion, an invitation to schedule a consultation, or sharing a referral program, the lead generation and conversion outcomes of your marketing campaign depend on the CTA’s effectiveness. Place your CTA strategically where it matters and provide clear instructions. Being concise and direct leaves no room for hesitation, allowing dentists to effectively guide potential patients toward the next steps in their dental care journey.
Tangible marketing offers dental practices a unique opportunity to differentiate themselves in a saturated marketplace. For established and emerging dental clinics, taking advantage of the sensory engagement, personalization opportunities, and strengthened community ties that tangible materials provide are key steps that elevate their practices toward significant growth. Utilizing postcards, brochures, or business cards are just a few methods of harnessing the power of sensory connection to influence patient actions. Take the necessary tangible marketing measures now and set your dental practice apart from the rest in an industry that thrives on personal connection and trust.
