The Connection Between Cosmetic Surgery Advertising and Your Direct Mail Methods

Secrets to a Successful Direct Mail Program for Patients

Today’s patients want more than a good doctor. They are looking for a friendly staff that goes above and beyond their expectations. They want a website to visit that will educate them on exactly what they need to learn. Additionally, they need communication from you on a regular basis. Don’t worry about bothering your patients or inconveniencing them with an email or postcard every so often. It’s just the opposite, in fact. Here's how to create and manage a successful direct mail campaign.

A Toasty, Warm Market = Instant Growth

Your patients and people that have already come in for a consultation are called your “warm market”. In other words, they have an affinity for you and took the time to come in to see you. These are the people you will have the best response from and who won't mind hearing from you. This list of people can also include those who have opted in for your patient discount/patient education newsletter subscription from the home page of your website.

Ideally, you’ll want to communicate with these folks on a continuous basis for best cosmetic surgery advertising ROI (return on investment). For example, an actual patient who had their last follow-up appointment should be scheduled to be called two weeks afterwards to ask them how they’re feeling and if they have any concerns or questions. This small gesture will go a long way towards getting referrals from them as well as causing them to consider you for their next procedure.

What Comes After a Patient's Procedure? 

After checking in with your patients after their final appointment, you should send them a bi-weekly direct mail piece (and an email if they have given you permission) to invite them back for a special that is only valid for existing patients. You may even want to create a “club” or membership program that your existing patients are automatically enrolled in. This affiliation should make them eligible for special pricing not offered to anyone else. This type of special treatment and going above and beyond to bring your patients back into your office will pay off immensely in the form of profitable cosmetic surgery advertising.

Referral Rewards for Your Patients

You should also implement a referral rewards program for your patients. On every piece you send to them, be sure to let them know what they will receive if they refer a friend or family member to you. You can accomplish this by having some tangible gifts on hand when they come in such as a set of organic bath products or a home aromatherapy kit. These small tokens will bring existing patients in themselves and will give them the incentive to refer people they know. Some doctors choose to offer discounted pricing instead of physical gifts and that’s a great way to bring people in, especially in this economy.

Direct Mail and Emails Should Be Consistent

Your direct mail pieces should follow the same format and topics as your email newsletter each month, but with a more "get-to-the-point" focus. For example, you’ll want to ask them a few qualifying questions at the top of the piece such as “Summer is right around the corner. Does the idea of a bikini send you screaming in horror?” Include a picture of a woman screaming in horror. Then below that, tell them what kind of a special you’re offering and provide a deadline to respond. This type of piece makes the patient think about their worst fears while injecting a healthy dose of humor as well. The deadline will cause them to act as soon as possible and that's simply smart cosmetic surgery advertising!

The Message on the Direct Mail Piece

Always put something on the card like “Bring this card in for 20% off any (name the procedure) performed before (put a deadline date here). Call us today to schedule your free consultation.” Not only will it cause the patient to save your card, but you’ve also created an urgency for them to set an appointment.

By implementing these guidelines to your direct mail campaigns, your patients will be running to your office for procedures all year long!

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