This postcard was targeted specifically at older customers. The headline read, Youre never too old for a gorgeous smile feel like youre 18 again! They chose to feature an image of an older couple showing off beautiful white smiles. The colors on the card are a muted blue and green, which gave it a nice bright look. On the right, they also featured pictures of their 3 dentists to form a human connection with recipients.
Central Park West Dentistry is trying to change the mentality people have about going to the dentist. A lot of people are scared of going to the dentist. Many more just simply dont like it. This New York City practice is trying to give Manhattanites a new and improved dental experience. They even open their practice 7 days a week to make scheduling as convenient as possible for their patients. Their philosophy on dental care has resulted in a great word-of-mouth referral network, which generates lots of leads for them (sounds nice, right?). They wanted to find a way to stay connected with their patients, as their practice grew larger and larger. They consulted with our marketing experts about using postcard marketing as their internal communication with patients.
This practice isnt using postcard marketing for its usual lead generation purposes. Instead they send their dental office postcards to their patients. They use it as an internal communication to keep them up-to-date on the latest news and announcements from the practice. They also use it to promote contests they are running, inform patients about scholarships they are giving away and to promote specific services they want to market. This strategy keeps patients plugged in and making check-up appointments, which means more long-term revenue.
Central Park West Dentistry is thriving and we love to see that! They see about 210 patients a week, roughly 10% of which are new patients. They track their response using call tracking, so they know when a call is coming from their postcards or not. From those tracking results, they estimate their Return of Investment (ROI) is about 1000%. In other words, they make 10x what they spend on their marketing. Thats pretty incredible. It just shows you what consistent postcard mailing can do for a dental practice, even when youre marketing to people who are already your patients!