AIM Dental Marketing

AIM Marketing

The Resurgence of Dental Direct Mail  More Effective Than Ever

The Resurgence of Dental Direct Mail More Effective Than Ever

In an era where digital marketing saturates inboxes and social feeds, direct mail has quietly reclaimed its place as a powerful tool—especially in dentistry. While email open rates decline and online ads face growing skepticism, a well-crafted mailer offers tangible trust, standing out in a way that digital channels often fail to do.

Why Dental Direct Mail Is Thriving Again

Recent studies reveal that direct mail boasts response rates up to 9X higher than email. So why the shift back to print?

  • Digital Fatigue: With constant digital distractions, patients appreciate the simplicity of physical mail.
  • High Recall Value: 90% of direct mail gets opened, compared to just 20–30% of emails.
  • Less Competition in the Mailbox: Unlike digital ads, which compete with thousands of brands daily, direct mail arrives with minimal distraction.
  • Personalization & Targeting: Advances in print technology allow for hyper-targeted campaigns, ensuring your message reaches the right audience at the right time.

How Dentists Can Leverage Direct Mail

Dentists looking to attract new patients, retain existing ones, and boost high-value services can capitalize on direct mail by:

  1. Strategic Targeting
    Instead of mass mailing, today’s best dental campaigns use demographic insights, sending personalized mailers to households most likely to need dental care—whether it’s families, seniors, or professionals seeking cosmetic treatment.
  1. Crafting a Compelling Offer
    To maximize response rates, a successful dental mailer should include:
  • A clear incentive – For example “New Patients: Free Whitening with First Visit.”
  • A strong call to action – For example “Call or scan the QR code to book your appointment today!”
  • A limited-time urgency – For example “Offer valid through [specific date]!”

How Dentists Can Leverage Direct Mail

Dentists looking to attract new patients, retain existing ones, and boost high-value services can capitalize on direct mail by:

Direct Mail

  1. Blending Digital & Print
    The best direct mail campaigns don’t operate in isolation. Savvy practices integrate mail with digital tools like:QR Codes: Instantly connect mail recipients to online scheduling.

    IP Address Matching: Follow up direct mail with targeted online ads for a seamless experience, while capitalizing on the power of repeat exposure to maximize response rate.

    Trackable Phone Numbers: Measure direct mail effectiveness by assigning unique call tracking numbers.

QR codes are a great way to enhance the direct mail user experience, and catapult response rates

Understanding the ROI of Direct Mail in Dentistry

ROI is a critical factor in evaluating the success of any marketing strategy. Direct mail campaigns for dental practices can yield significant returns, especially when executed strategically. Here’s how:

Higher Conversion Rates: Direct mail response rates can be up to nine times that of email marketing.

Lifetime Patient Value (LTV): A new patient isn’t just a one-time transaction. The average lifetime value of a dental patient can range from $6,000 to $10,000, making direct mail a worthwhile investment.

Cost vs. Return: While direct mail has upfront costs (printing, postage, design), its ability to generate high-value patients often outweighs digital-only efforts.  This is because older patients respond to direct mail disproportionately higher than the average U.S. demographic.  Because they also possess greater than average net worth and, owing to their age, have greater need for big case treatment, the ROI from direct mail is also higher than average.

Real-World Success

Many professions, chief among them dentistry, are rediscovering the power of direct mail.

Here’s how dental practices have successfully leveraged direct mail:

  • Precision Orthodontics & Pediatric Dentistry: This practice ran a direct mail campaign that resulted in $42,000 in revenue in just 6 months on an investment of only $15,000.  Lifetime Value is calculated at $187,000.
  • Vibe Dental Group: By using direct mail, this practice gained 15 new patients and generated $75,000 in revenue.
  • Tanty Family Dental: After implementing a consistent postcard campaign, they saw a 349% increase in new patient volume.
  • Creekside Dental: This dental practice sent out 6,500 postcards at $0.47 per piece, totaling a $3,055 investment. The campaign generated 25 phone call responses, 70% of which were converted into appointments, resulting in $137,500 in patient lifetime value, or a 4,400% ROI.

These examples highlight how direct mail, when strategically executed, can yield significant patient growth and revenue for dental practices.   Dentists can further leverage their investment by tapping into hypertargeting, print-on-demand customization, and data-driven delivery to maximize effectiveness. The resurgence of print marketing proves that, even in the digital age, patients value a tangible, trustworthy connection.

Try Direct Mail Again For The First Time!

With all the advancements in design, implementation with digital outreach, and tracking, dental direct mail is a virtually new medium, and one well worth investigating further.

If you’d like a complimentary geo-demographic assessment revealing opportunities for practice growth in your service area, simply complete the contact form on this page Or call 224-512-4171 to speak with me directly.

AIM MarketingThe Resurgence of Dental Direct Mail More Effective Than Ever
read more
Why Your Dental Practice’s Domain Authority Matters for Patient Growth

Why Your Dental Practice’s Domain Authority Matters for Patient Growth

In the competitive world of dental marketing, attracting new patients requires more than just a well-designed websiteDomain Authority (DA)—a crucial SEO metric—can make or break your ability to stand out online. A higher DA means greater visibility in search engine results, leading to more prospective patients discovering your practice.

What Is Domain Authority?

Domain Authority, developed by Moz, is a score ranging from 1 to 100 that predicts how well a website will rank in search engine results. The higher your DA, the more likely Google is to recognize your site as authoritative, pushing it closer to the top of search rankings.

For dental practices, this translates to more local patients finding you when searching for services like “best dentist near me” or “dental implants YOUR TOWN.”

Why Does Domain Authority Impact Patient Acquisition?

A strong DA directly influences website traffic, helping dentists:

  • Increase organic search visibility—Patients searching online will find your practice more easily.
  • Build credibility—Google favors authoritative sites, positioning your practice as a trustworthy option.
  • Outrank competitors—Higher DA helps you appear ahead of competing dental offices in search results.
  • Boost conversions—More website visitors mean more appointment bookings.

How Can Dentists Improve Their Domain Authority?

Website SEO

Improving DA requires strategic SEO, strong content, and link-building efforts. Here are some key ways:

  1. Optimize Your Website’s Technical SEO

Ensure your site is fast, mobile-friendly, and secure (Google favors HTTPS sites).

  • Improve site speed and navigation.
  • Optimize metadata (title tags, descriptions).
  • Use structured data for better indexing. 
  1. Create High-Quality, Patient-Focused Content

blog with informative, local-focused content can significantly boost your DA.

  • Answer common dental questions (“What are the best teeth whitening options?”).
  • Optimize content with local keywords (“Chicago family dentist”).
  • Publish authoritative, well-researched articles regularly.
  1. Build a Strong Backlink Profile

Backlinks—links from reputable websites to yours—boost credibility and DA.

  • Get featured in local news or dental publications.
  • Partner with community organizations for cross-promotion.
  • Encourage satisfied patients to leave Google reviews (positive online reputation matters).
  1. Leverage Social Signals & Engagement

Active engagement on platforms like Facebook, Instagram, and LinkedIn increases site traffic, indirectly strengthening DA.

  • Share blog content on social media.
  • Engage with local influencers or organizations.
  • Encourage patient interaction through comments and shares.

Social Media

Final Thoughts: DA Is Key to Digital Success

A dental practice with high Domain Authority enjoys greater online visibility, credibility, and patient engagement. By focusing on SEO, quality content, and backlink building, you can elevate your practice’s online presence and attract more prospective patients effortlessly.

AIM Dental Marketing specializes in helping dental practices enhance their digital reach. Ready to strengthen your Domain Authority and expand your patient base? Let’s optimize your online presence today!

AIM MarketingWhy Your Dental Practice’s Domain Authority Matters for Patient Growth
read more
Is Your Dental Website ADA Compliant? Delivering Profit and Peace of Mind

Is Your Dental Website ADA Compliant? Delivering Profit and Peace of Mind

Until recently, most dentists have viewed their website primarily from a new patient generation perspective. The emphasis dentists place on their practice website has been, understandably, effectiveness and performance as it pertains to new patient acquisition. There is an ever-increasing array of current dental patient-facing website functions such as online scheduling, review generation, bill payment, and form submission. Depending on the content, patients of record may consult their dentist’s website to learn more about a contemplated procedure.

This last fact makes the importance of an ADA-compliant dental website all the more urgent and essential. I

Access to your dental website for all means of profit and peace of mind

As many as 27% of adults in the U.S. have some form of disability, according to the Centers for Disease Control and Prevention.

WCAG 2.1 adherence is multifaceted

Inaccessible web content means that people with disabilities are denied equal access to information. An inaccessible website can exclude people just as a physical structure without a ramp denies wheelchair-bound individuals access to that structure. Ensuring access to your website for people with disabilities is now a priority.2

The 2017 inclusion of websites in the list of Public Accommodations as defined by the U.S. Department of Justice, the enforcement arm for the Americans with Disabilities Act (ADA) of 1990, makes it prudent for, if not incumbent upon, all businesses that maintain a website to ensure they are in compliance with the Act.

Accessibility widgets are available so that people with disabilities who speak a foreign language can use your website in their native tongue.

WCAG compliance is key

First, there are various rules (actually guidelines) that classify levels of WCAG (Website Content Accessibility Guidelines) compliance. The number refers to the standard, while the letter refers to the level of compliance. Level A is considered a ‘must do,’ while Level AAA is the highest level of compliance currently available. Level AA is classified as ‘should do.’

As of the date of this article, WCAG 2.1 AA is the acceptable standard and level of compliance.3

WCAG compliance Is Key

 

Once you have decided to work toward WCAG compliance, you have three paths available. The first is the free accessibility plug-in route, the second is using web accessibility evaluation tools to make the changes yourself, and the third is retaining a compliance partner.

To pay or not to pay

Several web platforms, e.g., WordPress, offer free accessibility plug-ins. According to an Accessibe spokesperson, “[such free] accessibility plugins are basic. They offer accessibility solely from a design standpoint, and only offer compliance with perhaps 20% of WCAG guidelines.” At best, the plugins are considered an overlay in that they only address issues related to color contrast, discernible links, using relative sizing and spacing, appropriate alt text for images, etc. Most overlays just provide tools that are redundant to screen readers and can actually make websites less accessible or more annoying to use for people who need accessibility. In light of this, I cannot, in good conscience, recommend relying on these free plug-ins to address compliance issues.

Do it yourself web accessibility evaluation tools list

Web accessibility evaluation tools are software programs or online services that help you determine if web content meets accessibility guidelines.

Use a WCAG checklist tool to identify accessibility issues

The tools help you identify accessibility barriers, among other things. Be advised, however, that not all accessibility checks can be automated. To address this, most accessibility tools offer a checklist that guides you or your developer through those checks that cannot be automated. There simply is no substitute for human intervention when it comes to ensuring an ADA-compliant website.

To learn more about web accessibility tools, visit: https://www.youtube.com/watch?v=bn1XJSjc_qM&t=3s

If you choose this route to convert your dental website to WCAG 2.1 AA compliance, be sure you or your web developer possess the requisite skill set to implement the updates.

“Off the shelf” compliance suites

If you lack the expertise, time, or interest to implement WCAG guidelines yourself, several cost-effective services can take care of this for you. The more robust systems are compatible with the most popular website platforms, including WordPress, Shopify, Magento, Joomla, Drupal, Wix, Sharepoint, and many more.

Several designs for your accessibility icon and the menu disabled web surfers use to set your dental website for optimal personal use are available.

Example of a web-accessible interface

A WCAG-compliant website can be adjusted to better accommodate the needs of people presenting with various impairments related to vision, epilepsy, ADHA, cognitive disability, motor, and hearing.

Compliance adjustments include cursor color and size, text font and color, animation, contrast, audio muting, and deciphering of phrases, slang, and more for those with cognitive disorders.

A robust system will also perform ongoing compliance checks to ensure that any changes to your dental website subsequent to implementing the service are evaluated and addressed.

While no system can guarantee 100% ADA compliance (for example, none can make PDFs accessible, and they cannot automatically transcribe video), many meet or exceed the current WCAG requirements, which provides peace of mind in knowing you are protected from threats of or actual litigation.

What happens if I get sued?

In making your decision about which Compliance Suite to use for your dental website, be sure that it includes a robust litigation support package. That’s because, even if you’ve implemented a web accessibility solution, you may nonetheless be confronted with instances where a lawyer representing the website visitor(s) files an accessibility lawsuit under ADA Title III.4 A litigation support package gives dentists the peace of mind that comes with knowing they have everything in place to address the specter of litigation.

Litigation support offers peace of mind

In case of a demand letter or lawsuit, the accessibility statement and monthly compliance audits should be enough to mitigate legal risk. Still, in the rare case they do not, litigation support helps you navigate the situation.

Forbes.com5 reports that lawsuits against website owners alleged to have breached the Americans with Disabilities Act have increased rapidly during the first half of 2023 across virtually every metric conceivable. Accessibility widgets and overlays are third-party programs that can be added to websites to automatically scan and attempt to fix identified accessibility errors. The likes of AcceesiBE, Userway AudioEye, and EqualWeb all provide accessibility overlays.

Litigation support should include the following actions, information, and recommendations:

  1. Compliance Audit – Your litigation support package should include a professional compliance audit showing code examples and simple illustrations of how your website addresses the essential accessibility requirements, indicating that it complies with WCAG 2.1 level AA criteria.
  2. Compliance Overview – The Overview should elaborate on how the website and its various components achieved compliance. It delineates compliance requirements, demonstrating how your dental website addresses them at the code level.
  3. An Accessibility Statement – The Statement is a user-facing document, accessed when the user clicks on your accessibility icon (the accessibility interface). It provides general information with adjacent options the user may select to set your dental website for optimal viewing and function.
  4. Presentation of screenshots – These serve to demonstrate that your website accessibility meets of exceeds WCAG 2.1 AA standards, highlighting the most notable accessibility features implemented, for example, showing what your website looks (sounds) like for a blind user with a screen reader.
  5. Purchase Invoice – The invoice demonstrates that you have hired an accessibility service company, and when.
  6. Violations Request Master – This serves as a template you send to the claimant for them to document any alleged violations.
  7. Legal Research – If required, access to a law firm specializing in disability, ADA, and civil rights law.

What to do if you receive a Demand Letter

If you receive a demand letter that questions or disputes the compliance level of your website, the following steps should be taken:

  1. Locate your website’s accessibility statement and any previous monthly compliance audits conducted.
  2. Send these documents to the attorney or plaintiff who issued the demand letter. These documents are a certification that your website has undergone specific changes to be accessible to people with disabilities.
  3. If they refute your website’s compliance, your compliance suite provider should deliver additional information affirming your compliance.

Website Compliance and SEO for your dental website

Google does tend to favor sites that are WCAG compliant. It immediately recognizes that the accessibility widget is present, which satisfies one of its many SEO ranking criteria. It is most beneficial for these enhancements to be performed on the source code level. Most compliance services we evaluated require you to do this yourself or have your webmaster do it for you. The most they will do is add alt tags to images, which do not constitute part of your website’s source code. While adding accessibility code to your source code may enhance SEO, it is, in our opinion, not worth the time and expense to do so.

An SEO-optimized website attracts more dental patients

Summary of benefits of dental website ACA compliance with the ADA Code

A dental website that meets or exceeds WCAG 2.1 AA guidelines serves to positively differentiate your dental website as leading-edge and user-friendly. It opens your dental website to a population of prospective patients who are disabled. It also provides you with the peace of mind of knowing you are resistant to litigation for violation of the ADA Code as it pertains to website accessibility.

A final benefit of implementing an ADA compliance suite is that your practice is eligible to receive tax credits for investing in the service. Consult your CPA to learn more about this benefit.

1 https://www.cdc.gov/ncbddd/disabilityandhealth/infographic-disability-impacts-all.html

2 https://www.youtube.com/watch?v=5H1JGdqLrWo

3 https://www.ada.gov/resources/web-guidance/

4 https://www.ada.gov/resources/2024-03-08-web-rule

5 https://www.forbes.com/sites/gusalexiou/2023/06/30/website-accessibility-lawsuits-rising-exponentially-in-2023-according-to-latest-data/?sh=1b26eaec717f

AIM MarketingIs Your Dental Website ADA Compliant? Delivering Profit and Peace of Mind
read more
Direct Mail for Dentists: How to Create and Implement a Winning Campaign

Direct Mail for Dentists: How to Create and Implement a Winning Campaign

Dental direct mail marketing reimagined.

Traditional direct is defined as advertising sent directly to prospective customers via the U.S. Postal Service.

To use a colloquialism, direct mail aint what it used to be.

Direct mail for dentists has undergone a resurgence in popularity and effectiveness, with 66% of respondents to the Vericast Consumer Intel Report* redeeming offers received in the mail. Another Vericast study also found that 72% of millennials routinely read direct mail ads. In addition to the potential value direct mail offers, its intrinsic value lies in its ability to actually put something in your audience’s hand, which, depending on the format and offer, possesses a shelf life, serving as an ongoing reminder to your prospective patient.

Digital and print technology have also made available cost-effective opportunities to customize print and fulfillment to even the smallest business. With the advent of I.P. address appending, hypertargeting, print-on-demand, personalization, and demographic customization, direct mail is now more than simply printing a postcard, affixing a postage stamp, and sending it to people in your service area.

A dental direct mail campaign is a tangible call to action, which goes directly into consumers’ homes. Direct mail also places you in touch with prospective patients whose privacy concerns might make them resistant to digital outreach (email, internet banner ads, Q.R. codes, etc.).

Success with direct mail entails several elements among which are: identification of objectives, setting a reasonable budget, performing benefit/cost and return on investment calculations, establishing your target audience(s), effective design of your mailer, efficient implementation, and establishing a complete and accurate tracking protocol.

The value of direct mail for your dental practice

To be sure, direct mail can help your dental practice grow by attracting new patients. By utilizing market segmentation technology, direct mail can also give you the power to change the composition of your patient base by, for example, targeting elderly individuals with the disposable income, need, and desire for big case dentistry, or attracting fee for service paying patients.

The seven steps to success with dental direct mail:

Your first step on the path to success with direct mail is to Identify Your Objectives. There are two general categories of objective that are appropriate for your dental practice. The first category is an increase the volume of new patients. For example, if your office is presently generating an average of 40 new patients per month and, based on your available capacity and other considerations, you could comfortably absorb an additional 20 per month, your objective would be to “Increase the number of new patients by an average of 50% per month.” The actual increase will probably vary from month to month: it is the average increase over time that is the relevant measure.

The second category of objective is a change in the composition of your patient base. For instance, you may want to change the patient mix from 60% fee-for-service and 40% insurance-based to 80% and 20%, respectively. Or, you may want to attract more patients desiring a specific procedure, such as cosmetic dentistry or dental implants. Whatever objective you choose, make it as specific as possible and commit it to writing.

Successfully connecting with your audience requires recognition and appreciation of the different ways prospective dental patients choose to interact with you and your various marketing messages. Baby Boomers tend to be more responsive to direct mail, while Millennials and other ‘digital natives’ are more responsive to electronic media.

Remember:
When you do not know where you are going,
any road will take you there.

1) Determine Your Budget

Once you have agreed on your objective, you’ll next want to come up with a budget for your direct mail campaign. One quick and dirty way to do this is to simply apply the following results-based rule of thumb: multiply your annual collections by: 2-3% to simply stem attrition, 5-7% for moderate growth, and 10-12% for aggressive growth. To calculate a budget based on your practice situation for a specific tactic under consideration (in this case, direct mail), you’ll want to estimate how many mailers are necessary to achieve your objective, then calculate your cost per mailer and multiply the two.

Let’s say you want to add 10 new patients per month to your practice. A reasonable expected response rate for a new patient mailing campaign is about .25% to .5%. Therefore, choosing the conservative response rate, you will need to send the number of mailers per month is 10/.0025 or 4,000. This assumes your team has the telephone communication skill set to convert 100% of new patient inquiries, which is optimistic even for the best-trained team. A more realistic figure is 80%. Accordingly, you may want to increase your mailing quantity as a function of the actual ‘conversion ratio’ that is, percentage of new patient inquiries your team is currently converting into kept appointments (what we call your Team Batting Average).

Let’s, therefore, assume for this example a mailing quantity of 5,000 (4,000/.80). You’ll then want calculate your cost per mailing. To do this, determine the cost of your mailing list, design, printing, fulfillment (letter shop), postage, and any tracking technology such as unique telephone numbers, website landing pages, etc., then divide by the anticipated mailing quantity. Depending on what, how, and how much you mail, your total cost per mailing can range anywhere from $.50 to well over $1.00. Let’s assume it is $.50. In this example then, your monthly budget is $2,500 (5,000 mailers times $.50).

2) Perform Your Benefit/Cost Calculations

Now that you are armed with your budget, you’ll next want to perform your benefit/cost and return on investment calculations. This is perhaps the most often overlooked step, which is unfortunate because this exercise can show you what you can reasonably expect by way of return on investment (ROI) from any tactic you may be considering, which provides you with greater control over your dental marketing plan, permitting you to tweak, expand, or eliminate a given tactic based on fact, not conjecture.

The exercise involves first determining the annual value to your practice of an average patient, then multiplying that value by your average patient lifetime to arrive at your practice’s average patient lifetime value. Armed with this, you next divide your Program Cost by your Patient Value, which yields your Breakeven Quantity (B.E.Q.). Any results that exceed your B.E.Q. means a profitable program.

3) Implementing Your Direct Mail Strategy

Now that you have a clear picture of your Objectives and Budget and have chosen to proceed with the program based on your benefit/cost analysis results, it’s time to choose who will receive your mailings and how often to send them (frequency).

4) Build Your Mailing List

If you’ve tried direct mail in the past and didn’t see the results you hoped for, there’s a good chance your mailing list was to blame.

Building your optimal mailing list entails identifying your target audience(s), then finding the best ways to secure as many mailing addresses for these people and families as possible. Utilize mailing data compilers to create a targeted list. Look for companies that focus on the healthcare space and are willing to provide you with sample records for review prior to committing to rental (lists are rented based on a certain number of mailings per order).

Some of the demographic variables available from data compilers include:

  • Income
  • Carrier and Rural Route
  • Length of residence
  • Renter, Homeowner, and Temporary Resident
  • Single and Multi-Family Dwelling
  • Marital status
  • Expectant Moms
  • Age of Resident(s)
  • Presence of Children, including their Ages
  • Wealth Index
  • Demand for Dental Services
  • Credit Rating

A relatively new development, which permits you to supplement your mailing list with visitors to your website, is sometimes called digital direct mail, whereby a visitor to your website can have their physical mailing address added to your mailing list. Just be sure your service provider does not inadvertently target retail establishments (for example, a prospective patient may be visiting your dental website from their local Starbucks, which means your mailing will go to the store instead of the prospective dental patient’s home), and that the distance the prospective patient is from your dental practice is not too great (for example, from out of state).

5) Segment and win

Your current and prospective patients are not, and should not be, considered as one monolithic mass. As shared above, individuals respond to different messages as a function of the group to which they belong, as well as where they are along their learning and motivation curve, so be sure your list contains people and families who represent a good fit for your practice e.g. residents living reasonably close to your office if you are a general dentist, families with children if you are a pediatric dentist and older individuals with a minimum level of household wealth for big case dentistry. Do not try to talk about family dental services to Generation Alphas* and, because Baby Boomers (those born between 1946 and 1964) are more responsive to direct mail, this group should comprise a significant component of your ‘marketing mix’ because this group has greater wealth and disposable income and is, therefore, more likely to want and need big case dentistry.

It is also important to recognize that the majority of people who receive your first mailing may not be ready to schedule a dental appointment. Various studies place the number of ‘touchpoints’ required to elicit a response at seven. Fortunately, the larger is your mailing list to qualified prospective patients, the more likely it is that you will present your message and offer to someone who is ready to respond upon receipt of the first, second, or third mailer.

The art and science of correctly segmenting your target audience can mean the difference between dental marketing success and failure.

6) Designing Your Direct Mail Piece

The next step in the process of implementing a successful direct mail strategy is to select your mailer design and content. This is perhaps the most important step, as what you send will, more than anything else, determine the quality and quantity of response to your mailer.

Search for individuals and households who, based on experience, are most likely to respond to the invitation being sent. Polling your current patients is a great way to learn what led to their decision to join your practice. Use these insights to inform your design and copywriting decisions.

Importance of custom direct mailer design

Use a professional designer who is experienced with color and graphic selection, as well as someone (rarely the designer) who is an expert at copywriting.

Elements of your successful dental direct mailer include a headline, offer, graphic, e.g., of happy individuals who match your target demographic, a simple map of your location, website, quick response (Q.R.) code, and easy-to-see contact information. The U.S. Postal Service has specific guidelines concerning acceptable design, so be sure you are working with someone who is thoroughly familiar with these guidelines, or you risk having your mailers rejected and never delivered!

Tips for creating an eye-catching mail piece

Designing a mailer that gets noticed and results in a response depends upon several factors, including the choice and use of color, images, and photographs; the degree of personalization; the mailer type (envelope, postcard, brochure, tear-off, magnet); the offer(s); and, of course, cost. In our experience, an oversized (6 inch x 11 inch) self-mailer has resulted in the highest response rate.

7) Direct mail program structure and implementation

Now that you have a clear picture of your Objectives and Budget and have chosen to proceed with the program and create your winning design, based on the results of your benefit/cost analysis, it’s time to structure your mailing campaign. This entails deciding how frequently to mail and at what time interval. As noted above, search for individuals and households that, based on experience, are most likely to respond to the invitation being sent. A good practice is to ensure the same person/household receives a mailer at least once a quarter i.e. 4 times per year. Again, that’s because a key success factor in direct mail (or any) marketing, is repeat exposure. As noted, the same person typically needs to receive several messages before being ready to respond. The other reality is that people within the same group will be along different stages of their learning and motivation curve. Some folks may just be ‘kicking the tires’ while others are ready to ‘pull the trigger.’

Effective and Ongoing Program Tracking and Evaluation

The final step to achieving a successful and repeatable direct mail campaign is effective and ongoing program tracking and evaluation. Use a telephone tracking number to monitor both the quantity and quality of calls generated by your mailing program. Doing so gives you all the information you will need to make informed decisions.

AIM’s Dental Marketing Dashboard (DMD) provides the means to ‘close the feedback loop,’ that is, to attribute a response to a given tactic or tactics. This means you know what tactic is working, and how well, which means no more flying blind when it comes to your dental marketing program.

Remember, a chain is only as strong as its weakest link. Be sure that every link in your direct mail service chain is solid!

*https://www.vericast.com/insights/blog/omnichannel-tactics-to-reach-all-of-your-audience/

**Generation Alpha is the name given to the generation of people who are or will be born between 2010 and 2024. Generation Alpha is the first generation to be born entirely in the 21st century. It comprises the largest cohort in human history, which will total over 2 billion people

AIM MarketingDirect Mail for Dentists: How to Create and Implement a Winning Campaign
read more
Keystone Pathogens of the Human Mouth

Keystone Pathogens of the Human Mouth

The presentation’s full title is: Keystone Pathogens of the Human Mouth: The Critical Need for Saliva Testing as was delivered by Dr. Tom Nabors.

From 1970 until 2006 Tom managed a family dentistry practice with special interest in oral microbiology and immunology. He was the first Dentist to use Phase-Contrast Microscopy and DNA lab reports as a Diagnostic and Treatment Model. He began teaching the value of DNA-PCR testing in 2003 to Oral Health professionals, and continues teaching to this day.

In 2008 Tom founded Oral DNA Labs, The first U.S.-approved clinical laboratory using saliva testing for oral infection including periodontal pathogens, genetic variations, HPV-related oropharyngeal cancer, and systemic inflammation.  He served as its chief oral systemic scientist & dental officer.  It was the first U.S.-based clinical laboratory for both dentists and physicians.

Dr. Nabors has spent over 40 years researching and developing a clearer understanding between a medical grade definition of periodontal infection, and how these infections are directly related to chronic systemic diseases. He has many firsts to his credit, as well as several scientific awards and honors. He is a nationally recognized authority on the use of DNA-PCR as a critical component in both oral and general health & disease issues, and is why we are so excited to have him joining us again today.

Attendees are entitled to apply to receive 1.5 hours of PACE-approved continuing education credit. To apply for C.E. click here.

Questions that were asked and answered following the presentation included:

  • Why not test ALL Patients?
  • How many dentists nationwide are already using saliva testing? Is the trend increasing?
  • Do you assist with the interpretation of test results?
  • Are you only using SRP as your main therapeutic treatment?
  • Do you advise that we consult our patients around the specifics of oral pathogens and systemic disease, or simply perform the test and share the results and tx?
  • Do you make a distinction between Induce and Cause?
  • Is FN moderate or high risk? What led it to be added to The List?
  • What is the AAP’s position on the use of saliva testing?
  • When you state need to validate/measure, how soon after TX should one be tested?

To view the webcast, CLICK HERE.

AIM MarketingKeystone Pathogens of the Human Mouth
read more
Get Your Life Back!

Get Your Life Back!

The complete title of Dr. Bill Kimball’s talk is Get Your Life Back! Let your practice be the lever that restores balance in all you do.

Bill is co-founder of The Build Up Group, president of Kimball Consulting, Inc., Founding Partner of Integrity Practice Sales, and Lead Wine Educator at Find the Right Wine!

Attendee at this webcast: discovered blind spots most dentists suffer from, learned details about 7 proven systems that save time and increase profits, discovered how to slow down and produce more, gained confidence in becoming insurance free, learned 3 key traits needed to ensure a cohesive team, created a plan to increase the enjoyment of dentistry, quality of care, and take-home income, discussed strategies to take more time off & reach goals each month, and most important, saw real examples of dentists achieving all of the above!

Questions that were asked and answered included:

  1. What do you think are the most important systems of the 7 you presented?
  2. What would be the next step for someone interested in joining your Build-up Group?
  3. Could you tell me a little more about your team-building wine retreat?
  4. Do you offer the wine retreats as a standalone service?
  5. Going out of network with insurance sounds great, but how can you be sure it won’t cause all of your insurance patients to look for another dentist?
  6. What were those 2 books you mentioned by Greg McKeown? Any other books we should be reading?
  7. Did you really take 6 weeks off per year and pay your team?? So what’s the longest vacation you’ve taken?
  8. You mentioned adjusting fees has no downside but what about what economists call elasticity of demand, that is, the fact that as price goes up demand goes down?
  9. When do you recommend the Patient pay for treatment?

To view the webcast click here.

AIM MarketingGet Your Life Back!
read more
Former Dental CPA Delivers The Goods, Again!

Former Dental CPA Delivers The Goods, Again!

Raymond ‘Rick’ Willeford’s encore webcast titled: Discover Revenue Opportunities and Plug Profit Leaks represented a deeper dive into the world of dental practice finance, and received rave reviews from Practice Perfection attendees.

Willeford, who holds an MBA and CPA, was a practicing dental accountant for 40 years. He has been an avid writer on dental practice finance for Dental Economics, and is an internationally sought-after speaker. After he sold his CPA practice, he immediately dusted off his Electrical Engineering degree from Georgia Tech to develop DentaMetrix – a professional grade data extraction and dental practice finance dashboard program for consultants, DSOs, experienced practice administrators, and of course, dentists. The combination of his knowledge of leading-edge technologies, his deep dental business experience, and his understanding of the practice management side of dentistry, give him a unique perspective to enhance revenues and plug profit leaks in a practice.

Attendees of the presentation: learned why NET new patients is key; find out how much you are leaving on the table with PPOs – and what to do about it; distinguished between being ‘busy’ and ‘productive’ with Production Per Visit, and were exposed to several interesting measures of how well you are managing your practice’s back door.

Willeford demonstrated how to use Key Performance Indicators to unlock the secrets in your practice operations and patient management. We walk through a “Profit Leaks Analysis” to learn how to use KPIs proactively – and learn about some vital KPIs you have not seen before. For most solo practices the analysis reveals from $700,000 to $1,000,000 in potential profit leaks!

Questions answered during the Event included: clarifying the difference between Gross, Posted
and Net Production,  why Production per Patient Visit is a better figure for comparing productivity with colleagues rather than just Production Per Day or even Per Doctor, the reason for such a  wide range of Case Acceptance figures between practices, especially if measured by dollars, and why, if a doctor’s schedule is always full, he/she might they still need practice management and marketing.

A comparison between various dental practice data analysis systems was also presented.

View The Entire Webcast Here

AIM MarketingFormer Dental CPA Delivers The Goods, Again!
read more
How to Drop PPO Plans From Your Dental Practice

How to Drop PPO Plans From Your Dental Practice

Whether you are a new practitioner or are well along your dental practice lifecycle, if you’re currently working with one or more PPO plans, and are looking forward to the day when you will become 100% fee for service, congratulations!

The First Step to Successfully Resign from PPO Plans

Committing to a date by which you will be PPO-free is the first essential step. The next step is creating and practicing a verbal and written patient communications plan. The final step is sharing that plan with your patients as you notify the plans of your decision.

You already know that the key to communicating persuasively is demonstrating to the listener why, how, and when he or she will benefit from the proposed change.

Your decision to drop a PPO plan may have a financial element to it, but the reality is you are also making that choice to free you up to practice dentistry in a way that is consistent with your Standard of Care; to act in your patients’ best interests.

This is the KEY POINT you need to convey to your patients. Explain to them that your decision is about being able to deliver the best care possible by being free to collaborate with them in deciding what is in their best interests.

I repeat. To successfully communicate your decision in a way that is accepted by patients, you need to carefully craft, practice, and deliver a written and verbal Patient Communication Plan.

A sample letter to your Patients

The letter you craft about dropping your PPO plan might look something like this:

Dear Patient,

We are writing to inform you of a change in our insurance network here at Practice Name.

As of DATE, YEAR, our status with XYZ PPO will change. Although we will still accept XYZ PPO, we will no longer be what is termed an in-network provider.

This decision has come as a result of our desire to put your care ahead of XYZ’s philosophy concerning patient care. Regrettably, things have changed to the degree where I am considered a “vendor” to them and not a doctor. Consequently, as an in-network doctor, I am forced to treat you, my valued patient, according to their rules, rather than according to your needs, or even how you would want to be treated.

To be clear, we still accept XYZ PPO and are happy to have you continue to keep you as our patient.  The change on your end is that you may be subject to slightly different rates for your portion of care.

We have researched this carefully in arriving at our decision and are confident any additional financial responsibility is small compared to the freedom and significantly increased benefits this change affords you, our valued patient.

To help you navigate this change, we are happy to perform a complimentary benefits check for you to demonstrate the effect this change in network status will have.

If you have additional questions, please do not hesitate to contact us.

We appreciate you entrusting us with your healthcare needs and look forward to continuing to help you for many years to come.

Sincerely,

Practice Name

What to say to patients when dropping your PPO plan

In your verbal communications with patients, you want to underscore how your decision will benefit them, so be sure to explain clearly that your decision is based on being able to restore the ability to prescribe optimal care without interference from an outside entity, whose interest is maximizing their profit, not delivering optimal treatment.

Start with a statement like:

“Patient Name, I wanted to make you aware of a change in our working relationship with XYZ Plan. Our decision is based on the fact that their interest has become so misaligned with yours that we can no longer be what is termed an in-network provider. While, in many cases, there is no financial impact, in others there may be, but rest assured that, in every case, we will explore the most conservative treatment option while remaining committed to prevention to avoid expense and discomfort.”

If you offer an in-house dental plan, now is a great time to present, or remind your patient, about it.

This is also a good time to convey to your patients all the extra lengths you went to, without reimbursement, to ensure their safety and comfort during the Covid Outbreak, and any other ‘extras’ you offer your patients that further demonstrate your commitment to their health and wellbeing.

Retain your dental PPO patients with good communication

Be sure to communicate with patients during their re-care visit preceding the planned change, then send written and emailed letters confirming the change. In this way, you minimize any ‘surprises,’ which makes it far simpler to manage the change.

As with everything else, practice makes perfect. Share your proposed letter with your Team and family members, then ask them how the letter makes them feel. You’re going for descriptors like trusting, cared for, heard, understood, and appreciated. Next, perform role plays with your team to give them plenty of opportunities to rehearse communications with real patients.

By establishing a date for ending PPO plan dependence, crafting your verbal and written patient communication plan, then practicing that plan, your shift from PPO to fee for service dentistry will be a smooth one. The ‘secret’ is to get started!

AIM MarketingHow to Drop PPO Plans From Your Dental Practice
read more

Dental Cash Flow For Dummies Receives Rave Reviews

Rick Willeford, MBA, CPA/CFP asks: Why is it your CPA says your practice made a profit last year but your bank account says otherwise?  Does it take months before he or she can even tell you that?”

Rick Willeford, CPA/CFP

This webcast helped put attendees back in control by unlocking the power to chart their practice’s destiny.

Rick was a Dental CPA for 40 years. He has been an avid writer for Dental Economics, and is an internationally sought-out speaker. After he sold his CPA practice, he immediately dusted off his Electrical Engineering degree from Georgia Tech to develop DentaMetrix – a professional grade data extraction and dashb

Why is it your CPA says your practice made a profit last year but your bank account says otherwise?  Does it take months before he or she can even tell you that?”

This webcast helped put attendees back in control by unlocking the power to chart their practice’s destiny.

oard program for consultants, DSOs, experienced practice administrators, and of course, dentists. The combination of his knowledge of cutting-edge technologies, his deep dental business experience and his understanding of the practice management side of dentistry give him a unique perspective to enhance revenues and plug profit leaks in a practice.

Attendees: learned why most traditional financial statements are not ideal for running a dental practice; came to understand the difference between Cash Flow and Profit; unlocked the Secret Powers hidden in their practice’s financial reports; and turned their accounting software into a dental practice management dynamo.

The event ran ninety minutes and may be viewed HERE

AIM MarketingDental Cash Flow For Dummies Receives Rave Reviews
read more
Dentistry Is A Team Sport! Empower your Team to be Champion Performers

Dentistry Is A Team Sport! Empower your Team to be Champion Performers

Clinical and technical skills are critical to your success in dentistry. Equally important to your clinical outcomes and bottom line, however, are behavior skills – the way your dental team interacts among themselves, and with current and prospective patients.

While we cannot always predict what interactions will arise, you can influence your team to adapt and respond in new, and more effective, ways.

World Series-winning pitcher Jim Mecir, and professional speaker, facilitator and applied improviser Ellen Schnur demonstrated how to empower everyone on your team to: Foster a culture that makes everyone feel safe and respected, Deal more effectively with difficult people, Become more aware of their impact on others, Listen like they want to be heard, Adapt to uncertainty and change, Develop greater resiliency, and Learn about conflict transformation.

How a team behaves together matters much more than we realize. Sharpening behavior skills (some call them soft skills) not only boosts morale and affects customer satisfaction, it will affect your bottom line.

“Yes, And…” It truly does take the whole team, starting with the leader… you!  That’s right you.  Each of us should expect to assume a leadership role at some point in their work with others.

Skills and mindsets these exercises help develop include: Teamwork, Trust, Resilience, Flexibility, Adaptability, Listening, Collaboration,
Self-Awareness, Self-Regulation, Motivation, Empathy, Compassion, Social Skills, Conflict Management, Constructive Feedback, Clarify,
& Non-Verbal Communication.

The webcast allowed attendees to experience how to be better team players, even when things get tough, and discussed how it
all relates directly back to their jobs, their patients, and their life.

Communication and EQ skills are tough to learn just from a book or a lecture.

It’s all about the experience!

ACCESS THE WEBCAST HERE

AIM MarketingDentistry Is A Team Sport! Empower your Team to be Champion Performers
read more