The postcard uses muted gold and blue colors, which match the colors of their logo. This is an example of why you don’t always need bright colors for your postcards. The colors just need to serve a purpose, and those particular colors help brand their physical therapy practice in the community. They chose to feature a few testimonials as well as the services they offer on the front of the card. These are two pieces of highly effective marketing information. Prospective patients want to 1) see what you can do for them, and 2) know that you are trustworthy. Those two sections take care of those two desires for them.
We track new patient referrals, so we can actually see when things bump up. We've actually played with it where we stopped doing the postcards and we've seen things drop off, so we know when we send those postcards out, we're confident we're going to get more patient referrals.
Allen Ling is a Physical Therapist with a practice in the Berkeley/El Cerrito Area. He was specifically looking to increase the number of new patient referrals to all three of his locations.
We just recently started targeting another area in a 10 mile radius around one of our satellite practices... and within the first week that we sent out [postcards], we had about 20 new patients coming in.
Since Physical Therapy Innovations is a consistent mailer, we suggested they continue this action by reaching out to additional areas around their locations. To build credibility, Allen has partnered with a few physicians who refer patients to him and uses their testimonials on the backs of his cards. He says this is a great way to reward the physicians who help him by promoting their website. This is effective “double-marketing” for his practice and theirs.
If you're going to spend some money, you want to see something coming back from that. You don't want to give somebody a hundred bucks and get a hundred dollars in change. We noticed that with PostcardMania, we could actually spend a few hundred dollars a month to get a few thousand dollars back, and that's a return on your investment that you can't deny. - Allen Ling, Physical Therapy Innovations
Allen saw a consistent inflow of new patient referrals from his campaigns. When targeting new areas around his practices, he had a huge jump of 20 new patients. The most important thing according to him, though, was the return on investment his postcard marketing yielded.