There are many advantages to direct mail marketing. Its message and audience can be very targeted and its success can be easy to track which Anthem Pediatric Dentistry found out with the research and distribution done for their mailers.
Anthem Pediatric Dentistry is a top dentistry with an office in Henderson and two in Las Vegas. Due to an increased demand at one of its locations in Las Vegas, the pediatric dentistry chose to expand the hours in that office to accommodate more patients. With the new hours, the company wanted to ensure increased foot traffic so they set out to inform potential patients about that specific office by using a direct mail piece.
MassMedia assisted the dentistry to establish the primary target audience for this location. It was determined that the piece should be sent to residences in a 5-mile radius of the new location with a total household income of $50,000+ and at least one child under the age of 15 living in the home. Once this was finalized, MassMedia provided the information to a mail house that was able to identify the addresses of 6,000 residents who met the demographic criteria. MassMedia also conducted a survey and focus group with a small sample of the target audience to find out the type of incentive that would make them try out a new dentist office. It was determined that the mailer would include an offering of a free $20 gift card to Target, Wal-Mart or Cardenas Market. This incentive would be used to drive traffic and track the number of new patient volume as a result of the mailer. Anthem Pediatric Dentistry’s logo includes fun, cartoon-style jungle animals that showcase its child-friendly identity. The design of the direct mailer was very eye-catching as it expanded on the dentistry’s playful and colorful branding by including the same types of animals set against a vibrant rain forest background. The direct mailer’s heading was ‘We’re in your Neighborhood!’ to convey its close proximity to the recipients. The piece included the names and pictures of the head specialists at that location and listed the company’s competitive advantages.
The direct mailers were sent in early January 2011 and proved to be very successful as they have resulted in increased patient volume and revenue. During January and February, the mailers brought in 51 new patients with eight of the patients being scheduled for the operating room. Several of the patients were also found to need additional treatments that were scheduled in March and April 2011. The collective total of actual and projected revenue far surpassed the cost of the mailer. The dentistry was so impressed by the outcome that they opted to send mailers for their other locations as well.