1. Personalized communications for your clinic’s direct marketing
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As we have mentioned, direct marketing consists of directing communications to a specific target, segmented according to criteria that we have decided in advance. Then, of course, the message (in whatever format) must be designed to address this specific target audience, from which we want to receive an action in response.
For example, in the case of a dental clinic, if we want to reach a specific target made up of mothers with children between 5 and 10 years old, we will direct our communication strategy to the contacts in our database who meet these characteristics. We might be interested in sending them a message explaining the importance of having a dental checkup after the baby teeth fall out, for example.
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2. Objectives of direct marketing
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We can talk about two major objectives that direct marketing pursues: gaining more customers and gaining the loyalty of current customers. Both objectives are very important when talking about a clinic. Building patient loyalty will help us to maintain our business over time, ensuring a regular income, depending on the type of treatment we offer.
Direct marketing aims to ensure that communications with our customers are long-lasting. In this way, thanks to the feedback received from our patients, we will know better their needs and desires, as well as the way they want us to communicate with them.
3. The response rate – how do we measure direct marketing?
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As we have discussed,direct marketing expects measurable responses. This is what is known as response rate. That is, how many (positive) actions have we achieved with our direct communication strategy? With new technologies and the advent of the Internet and its updates, today we can measure a direct marketing result even if we have not achieved a sale.
With the advent of the Internet and its updates, today we can measure a direct marketing result even if we have not achieved a sale.
For example, we can easily measure from our CRM how many of the people we have contacted with this strategy have filled out the form of a specific Landing Page of our website (a form for a first free appointment, for example).
4. Direct marketing on social networks
Social networks are another means of direct marketing, both in the way in which companies and followers communicate and in the Social Ads part (advertisements in advertising).
Social networks are another means of direct marketing, both in the way in which companies and followers communicate and in the Social Ads part (advertisements in advertising).
Already, social networks are platforms that encourage dialogue between brand and consumer. Companies take special care of their image and language in this type of profiles. In addition, on the other hand, we have the possibility of working with ads on social networks. Facebook Ads is one of the media in which we can better segment our audience (Custome Audiences) and reach only those profiles that we know are likely to become patients of our clinic.
Other media such as email marketing, catalog marketing, many forms of online marketing and even banners, are other channels from which we can work direct marketing, to seek this action that will translate into measurable results over time.
