Direct Response MarketingIt Means You Make Money, Not Just Spend Money
Have you heard that term “Direct Response Marketing” yet? It is a fancy way of saying that you are producing marketing systems that are designed to create new patients and not just “get your name out there.” That means when you spend a dollar you get at least a dollar back. Or at the very least, get a enough potential patients in your pipeline that getting your dollar back is a no-brainer.
One of the fastest and most effective ways to run direct response marketing is through Pay Per Click (PPC) campaigns. PPC means that you place your ad in front of your ideal prospective patients and if they are interested and click on your ad, you pay for that click. If they are not interested and do not click on your ad, you do not pay for them to have seen your ad.
HOT TIP: DO NOT send people from you paid ad to your home page. This will end up costing you more for each click and you are now asking the reader to do all the work of figuring out what they are supposed to do next and the confused mind always says “no”. Send all paid clicks to a special landing page that make one specific offer based on the ad that got them to your website in the first place.
When we talk about direct response marketing, we make sure there is a way to make a direct offer for a patient to say yes or no to, no matter what media is being used. That can mean direct mail offers, social media offers, Pay Per Click offers through Google AdWords or Facebook Ads, Video offers through YouTube, and Real Time Bidding display ads you see on major websites, you name it.
The key to direct response marketing is that you actually make an offer. The better the offer, the more likely people are to take you up on it. The offer can even be for more information in exchange for the reader’s contact information. That way, you provide them with the information and details they want and need to make an informed decision and you are given permission to contact them over and over again with more information and special offers to bring them into your office.
To find out more about how Top Line can help you create strategic direct response marketing systems, give us a call or fill out the form so we can get in touch.
P.S. Don’t be afraid of the word “free” because it is still the most powerful word you can use in direct response marketing.
P.P.S Branding your practice should be done in everything you do within your practice. You, the doctor, practice owner, treatment coordinator, office manager, etc. are the brand of your practice. You should create that brand with thought and purpose. It should not cost you a penny.