The postcard was designed with a kid-friendly atmosphere in mind. The main colors were bright blue and bright green. It featured a cartoon of a child wearing a backpack waving, which reinforced the back-to-school special offer they were promoting. The headline connected with parents stating, Your childs smile is important to us. It did a great job of getting recipients attention and making a great impression with them. The special offer they chose was a free backpack full of school supplies. It made their practice practically irresistible to parents, because they could kill two birds with one stone by having their childs dental checkup at Dr. Youngs practice.
Dr. Bruce Young wanted to use the availability that kids have in the summer to attract new patients for his practice. He knew from prior experience that postcard marketing could meet his marketing needs, and consulted with one of our marketing experts to design the best seasonal dental marketing campaign for his practice.
Our marketing professionals designed a bright, fun postcard to get the attention of their prospects and show them that they specialize in pediatric dentistry. The copy stressed the benefits of their practice specifically for young children and their parents. The special offer they chose was a great strategy, because it was a very relevant offer to their prospective patients. The campaign was specifically a summer campaign, so the postcards offered a backpack full of school supplies to patients between the ages of 4 and 8 who come in for a cleaning. This is an enticing summer offer, because it takes something off the parents to-do list as well. The postcards were sent to 5,000 homes with children between the ages of 4 and 8 within 15 miles of Dr. Youngs practice. The summer campaign was sent twice during the summer; however, Dr. Young regularly invests in postcard marketing throughout the year, generally sending around 4,000 postcards a month.
Read here what Dr. Young reported about his summer postcard marketing response: We had over 100 responses from our postcard campaign, I cant give a dollar amount for the income generated from the mailing but it would probably be close to $100 per patient.