FREQUENTLY ASKED QUESTIONS Listed below are answers to Frequently Asked Questions, and an explanation of Express Dental Marketing Services. If your questions are not answered here, please don't hesitate to contact us by E-MAIL or call us at 800.517.5563
WHAT IS A PERSONALIZED POSTCARD
MARKETING PLAN
IMPLEMENTATION TACTICS
EXECUTIVE SUMMARY : The key to an effective marketing strategy is to develop “Marketing System” and then manage and install and use the system with disciplined consistency.
MARKETING SYSTEM COMPONENTS
New Patient Booster program
Program Objective: To bring in new patients using “Personalized Direct Mail Cards”
Program Tactics:
- Choose 6 cards from our selection. Cards are designed to be mailed out at 6 week intervals. Practitioner should choose cards that are demographically aligned to the practitioner’s patient growth objectives.
- Pick an appropriate “Postcard Back” from our selection, or we will custom design one to your liking.
- Target the demographic area: (Example: Potential patients that live within a 5 mile area, have kids, own a home, have an income > $60,000 etc)
- Approve and we will automatically send out your cards at agreed intervals.
New Patient Booster program
Program Objective: To bring “Practice” visibility people that have just moved in doctors target area:
Program Tactics:
- Choose 4 cards. One to go out every quarter.
- Pick an appropriate “Postcard Back” from our selection, or we will custom design one for you.
- Target the demographic area: (Example: People that have just moved in an area within the last 90 days)
- Approve and we will automatically send out your cards every 90 days.
Referral Reminder program
Program Objectives: A “Personalized Note Card” designed to be sent quarterly (Spring, 4th July, Fall, New Year). Message is designed to “Keep In Touch” with your existing patients so they become a referral source for their sphere of influence.
Program Tactics:
- Craft the wording to go on the inside of the card or use our pre-existing messages. We will even put your picture, contact information and your signature on the card.
- Send us your existing patient base in electronic format. You can e-mail any updates or changes and we will update your patient database.
- Approve, and we will launch your Referral Reminder Cards to your patient base quarterly.
- Watch your referrals grow.
Relationship Builder Program
Program Objectives: A monthly “Value Card” sent to your existing patients. This card is designed to go to your current patients in conjunction with “Referral Reminder Program” Cards are designed to provide informational value to your existing patient base while promoting your practice’s capabilities, while providing proper incentives for patient referrals.
Program Tactics:
- Choose an appropriate 12 month Relationship Builder Program for our selection.
- Choose 4 varying postcard backs from our selection or we will customize a series of postcard backs just for you.
- Send us your existing patient base in electronic format. You can e-mail any updates or changes and we will update your patient database.
- Approve your cards, and we will launch your relationship builders each month.
- Watch your referrals grow.
Birthday, Holiday Cards
Program Objectives: Set yourself apart by sending your existing patients a “Personalized” birthday or Holiday Card from our Selection.
Program Tactics:
- Choose from our selection of Cards
- Craft a message or choose from our selection of “Messages”
- Send us your existing patient base in electronic format. For birthday cards, we must have the “Birthdates”. You can e-mail any updates or changes and we will update your patient database.
- Approve your cards, and we will launch your birthday cards and Holiday Cards.
- Watch your referrals grow.
Dental Marketing White Paper
Variable, Full Color, Digital Printing
The Personalized Direct Mail Approach
To develop a successful dental marketing approach in this modern, hyperactive consumer market, it is imperative for general dental and specialty offices to move beyond a generic current occupant presentation. Even the personalized “address label” and/or black and white personalization of letter mailings to current dental patients has its limitations. Variable digital full color printing has significant potential to achieve the internal and external communication goals of many dental practice types including cosmetic, family, and orthodontic.
Dental and orthodontic practices not in a healthy growth mode or that have seen shrinkage in recent months or years require more advanced marketing methods. These practices are not going to be able to compete successfully for the consumer’s attention and dollar without adding to their marketing repertoire.
Overcoming the economic, insurance or consumer issues like denial, procrastination, and oral ignorance requires a higher level of interaction, intensity, and creativity. Variable digital printing puts increased emphasis on the recipient. By putting the recipient “in the concept” rather than as an “adjunct” to the concept, has a stunning effect compared to traditional direct mail.
CONSUMER EFFECT
The personalization inherent in variable printing creates a very unique connection with the consumer recipient – current or prospective dental/orthodontic patient:
• It completely envelopes the dental consumer’s experience
• They are an integral part of the communication not just an afterthought
• It has a connective emotional impact not just a visual impact
• Their name "inside the design" reflects the communicative effect back to them
– The effect is, therefore, much more about them than about you (the dentist or orthodontist)
PERSONALIZATION DIAGRAMMED
COST/BENEFIT ANALYSIS
While initial cost should be considered when choosing a marketing concept, it is really potential results being purchased. If the lower priced product is ineffective, the initial cost becomes irrelevant. Paying 100 percent more for something that actually works benefits the purchaser much more.
As discussed and presented above, variable printing provides the ability to place text throughout the dentistry and orthodontic marketing piece. This unique printing technology and its personalization capability requires a complex and individualized process. Offset printing (thousands of versions of the same exact piece) is cheaper for this reason. While variable printing costs more, it offers much more.
Offset printing offers you savings today – Variable printing offers you more patients tomorrow. Gaining and holding the attention of the 21st century dental consumer requires the use of the best communication repertoire available. Variable printing offers the dentist and the orthodontist the level of intensity needed to overpower the current marketing din.
To avoid the pitfalls of dental marketing mediocrity, put cost in its place. More importantly, don’t give this benefit away to your dental or orthodontic competitors.
RESULTS DETAILED
Response rates are dramatically improved with the personalization of variable digital printing. Dental and orthodontic postcards become signature pieces rather than stacks of printed paper. Offset printing – thousands of printed pieces without personalization – cannot achieve this level of response because of its generic and detached connection with the recipient.
Traditional response rates for Black and White, offset printing, and current occupant mailings are .03% to 1% across most industries. Below are the improvement levels seen once more data, full color and personalization are implemented.
• 44% Response Improvement by adding recipient’s name to the printed page (not current occupant)*
• 135% Response Improvement by adding full color to a printed piece*
• 500% Response Improvement by adding recipient’s name, color, and customizing content to interests of recipient*
*Variable Digital Printing - Industry Results - provided by Xerox research vendors
OFFSET COMPARISON
Offset printing often has a cheaper cost of entry. This elixir of cheaper initial cost is very powerful. Yet, a successful response (and more patients) is what dentists and orthodontists demand. Variable printing of orthodontic or dental postcards requires more initial investment, but if the value of a better response is entered into the equation, cost of entry becomes irrelevant.
For example:
Dental Practice #1: 10,000 postcards for $6,000 is fairly common for offset printing**
Dental Practice #2: 10,000 postcards for $8,000 is fairly common for variable printing**
** These averages include all fees: postage, mailing, full color both sides printing, design, and lead list
A somewhat positive response rate of 0.75% with offset printing/mailing of 10,000 postcards would produce 75 calls. (This response rate takes into account an offset printer/marketer including full color and placing the recipient's name in the addressing).
In contrast, the variable printing personalization capability creates the potential for 125 to 150 calls. While this level of increased response is an estimate, variable printing only has to increase actual patient numbers by a few more to pay back the initial cost benefit offset printed dental and orthodontic postcards provide. Just a few additional patients would add 7-25 thousand dollars in future income
However, there is another major caveat in this offset printing and variable printing comparison. What if the local dental or orthodontic competition is already doing an offset printed direct mailing? Competition will drive down response rates - variable printing offers the dentist or orthodontist an obvious advantage in this competitive environment.
CONCLUSION
Dental or orthodontic direct mail marketing is always evolving. Orthodontists and dentists need to continue to innovate, not only to stay ahead of their local competition, but also to effectively engage the consumer in this hyper active environment. Most consumers are not aware of the value in modern dentistry and orthodontics.
Breaking through the marketing clutter requires more than what was done yesterday. Variable digital printing will not solve every dental marketing dilemma, but it provides the leg up many orthodontia and family/cosmetic dentistry practices can use to get to the next level.
Dental Marketing Author: Dick Chwalek • Niche Dental - Comprehensive Integrated Marketing & Consulting
www.nichedental.com
Express Dental Marketing Help Center
PRODUCT QUESTIONS
What products do you offer?
We offer Postcards (4.25” x 5.5”) and Jumbo Postcards (5.5”x8.5”), (6”x11””). We also can produce custom Folded Cards, business cards, flyers, brochures.
What paper stock do you print on?
Our standard paper is 220 GSM coated two sides.
What equipment is used to print my postcard?
We use the Xerox 2045 digital print press.
Can I request custom (spot) inks?
No. We print using the 4-color process, meaning that all of our products are printed with Cyan, Magenta, Yellow, and Black inks. We do not use any inks other than CMYK.
Do you offer any design services?
Yes, we do offer design services. Please contact our Sales staff for details: 800.517.5563
What bindery services do you offer?
We have the following Bindery capabilities:
* Custom Trim - We can trim down one size to another. We can also trim out a maximum of 2 pieces from any product. They must be equal in size. Please contact customer service for more information 800.517.5563
* Scoring Only
* Fold and Score
* Perforation (Up to 2 perforations, and they can be cross-directional, but must run entire length of card. Also we can do one score and one perforation combo)
Do you print in full color on the backside?
Yes, we have the capabilities of printing full color on the backside, which is our standard printing option.
SIZES AND TEMPLATES
What postcard sizes are offered by Express Dental Marketing?
We offer postcard sizes:
* Standard (4.25" x 5.5")
Please note that we trim our Standard Postcards to 4.25” x 5.5” inches. Please build your digital files at bleed size of 4.375 x 5.625 inches. This allows images and borders to “bleed” off the page when we trim the cards down.
* Jumbo (5.5" x 8.5")
Please note that we trim our Standard Postcards to 5.5”” x 8.5” inches. Please build your digital files at bleed size of 5.75” x 8.75” inches. This allows images and borders to “bleed” off the page when we trim the cards down.
* Colossal (6" x 11")
Please note that we trim our Standard Postcards to 5.5”” x 8.5” inches. Please build your digital files at bleed size of 5.75” x 8.75” inches. This allows images and borders to “bleed” off the page when we trim the cards down.
When preparing press-ready digital files, what size should I build my cards to?
* Standard (4.25" x 5.5") should be built to 4.375 x 5.625
* Jumbo (5.5 x8.5) should be built to 5.75 x 8.75
* Colossal (6 x11) should be built to 6.25 x 11.25
What is the required bleed?
For standard postcards our bleed size is (0.0625”) around the card for a total of (0.125). For our Jumbo and Colossal Post Cards our bleed size is (0.125) around the entire postcard for a total of (0.25). Files not built correctly will delay your order and incur additional costs.
What if my cards don't bleed?
Whether your cards contain colors that will bleed off of the trimmed edge or not, we require ALL files to be built to the full bleed dimension specified for each card type. Our process is set up to trim to the exact standards for our products. Files not built correctly may delay your order and incur additional costs.
How do I set up a Business Reply Mailer?
The U.S. Postal Service has information and templates available to help you set up your Business Reply Mailer (BRM).
Do you design and print dental or orthodontic brochures?
Yes, we have various designs you can choose from and can do custom design.
Do you offer writing services?
Yes, we work with a very knowledgeable dental writer and dentist consultant.
WHAT'S INCLUDED WITH THE ORDER PRICE?
What is the required bleed?
For standard postcards our bleed size is (0.0625”) around the card for a total of (0.125). For our Jumbo and Colossal Post Cards our bleed size is (0.125) around the entire postcard for a total of (0.25). Files not built correctly will delay your order and incur additional costs.
If we are building your card for you, the base price includes the following:
Front side image completed with appropriate wording, logos etc. Backside typesetting, logo placements, and quality checks of print and digital files. In addition, will e-mail you a PDF and we require an e-mail approval from you prior to printing. Minor image retouches etc. There are no other hidden or other charges to build your product. If you decide to change the look and the feel of your postcard, add a new slogan or a “Customer Offer”, our charges will be an additional $85.00/hour. The quantity of product you print will determine your print pricing.
If you are building your card yourself (Press ready), the base price ($40.00): Production of your supplied, press ready digital files. You can put as many images, logos etc that you want on the card. Please insure it is built to our full bleed specifications.
MATERIALS PREPARATION
Questions answered in the following paragraphs…
How do I make my dental or orthodontic postcard look good?
How do I communicate with your graphics designer to get what I want on my postcard?
What types and kinds of files do you accept?
U.S. Postal Regulations
The Post Office requires all mailing postcards to meet certain standards. If these standards are not met, than cards may not be mailed out.
RGB Color
We require RGB conversions to CMYK prior to printing — the color conversion may not be the color you are expecting.
Design Limitations
Digital files must be built at the correct bleed size. This is one of the most common errors.
* Standard (4.25" x 5.5")
Please note that we trim our Standard Postcards to 4.25” x 5.5” inches. Please build your digital files at bleed size of 4.375 x 5.625 inches. This allows images and borders to “bleed” off the page when we trim the cards down. Also please insure that there is sufficient space between the trim line and your text.
* Jumbo (5.5" x 8.5")
Please note that we trim our Standard Postcards to 5.5”” x 8.5” inches. Please build your digital files at bleed size of 5.75” x 8.75” inches. This allows images and borders to “bleed” off the page when we trim the cards down. Also please insure that there is sufficient space between the trim line and your text.
* Colossal (6" x 11")
Please note that we trim our Standard Postcards to 6” x 11” inches. Please build your digital files at bleed size of 6.25” x 11” inches. This allows images and borders to “bleed” off the page when we trim the cards down. Also please insure that there is sufficient space between the trim line and your text.
Art Close to Trim
This is an overlooked hazard of designers that do not actually cut and print a postcard. Text, borders or images that are not meant to go to the edge of your card should be at least 1/4 “ from the bleed edge of your layout. Understand that images that are close to the cut areas may appear uneven and those over the trim area will be cutoff.
LOW RESOLUTION IMAGES
Images that are less than 300DPI will produce poorly on our presses. Therefore it is vital to get the right resolution on your images…..You know the saying “GIGO”…..garbage in, garbage out….
MISSING FONTS and GRAPHICS
You must supply all the fonts and graphic images. Failure to do so will require you to resubmit your files.
File TYPES
We will accept Photoshop, Illustrator, InDesign files. If your application is not listed, let us design your Postcard.
FONT SELECTION
Please use the Instructions box on your order form to let the graphics designer know exact Font Size, Bold, Italic, Type etc. The more specific you are, the better we are able to perform to your expectations.
ONLINE ORDERING
Our online system allows our users to….
* Provide detailed order information. Once we get all this information then…..
* Our graphic artist builds your postcard layout with your materials or ours per your instructions.
* We present your "finalized" postcard to you via email as a PDF. Once approved we will print and mail your
product.
SHIPPING and PRODUCTION TURNAROUND TIMES
Which postal carrier do you use for shipping my postcards?
We use USPS Priority Mail to ship our orders. This will get your order within 3 days plus / minus within Continental US.
What are your production turnaround times?
5 business days after receipt of all materials from you.
How do I insure a fast turnaround time?
* Send all your materials to us, before noon. Your countdown starts when we receive ALL the materials.
* When we call or email requesting an approval, don’t procrastinate.
* Call us if you desire a shipping upgrade. We use UPS, so be sure to let us know if it is an overnight shipment, two-
day air etc, you know the drill. You will be charged a handling fee of $2.50 per thousand cards.
Are you a source of mailing lists?
Yes, we have access to consumer as well as business lists. We can also use your “Select” criteria to specifically narrow down the lists for “Personalized Targeted Marketing”
Can you personalize my mailers and do you do Variable Printing?
Yes. We are a digital printing organization specifically specializing in “Variable Printing”. Personalizing the front and the back of your mail piece will increase the effectiveness of your mailing. Read the Personalized Postcard, Variable Printing Dental Marketing White Paper.
ACCOUNT AND PAYMENTS
What are my final costs?
We want to avoid “surprises”. There are two main fees:
- A design setup fee to add your individualized content to our designs
- Otherwise Express Dental per-piece fees are comprehensive: mailing, postage, and printing
Besides the per-piece and setup fees there are can be production issues such as resubmissions, upgrades, and list processing either submitted by you or recommended by us that can add to the final fee. We will do our best to keep you abreast of any additional fees before we proceed. In addition, you will see a detailed invoice listing all charges when you see your Print Approval Form and a final Print Invoice with the delivery/mailing of your cards.
When will my credit card get charged?
Your credit card will be charged once we receive final approval of your e-mailed PDF proof.
Do you accept Purchase Orders?
We predominantly do not accept Purchase Orders? Please contact Customer Service for exceptions (800.517.5563)
Can You Bill Me?
No. Express Dental Marketing/The Other Office requires full payment prior to order completion. We accept check, money order, visa, discover, Master Card or American Express.
Is my information secure?
Yes. We will keep of your information secure.
REPRINTS
Can I order a reprint of a previous job?
We hold and store your files up to 2 years from the time you placed your original order. If you need to reprint a job older than 2 years, you may have to submit new files and materials.
What are your reprint prices?
For reprint orders without any changes, the pricing is the same as our Print Pricing Schedule.
What if I have changes to the front side or backside?
Our one time fee of $85.00/ hour will apply will apply.
How can I order a reprint?
You may call us with your previous job number and tell us how many copies you need along with your payment information. You can also mail the card back to us with your reprint request (pls. include job number) along with a check, or call in with a credit card number.
UPLOADING FILES
This is mostly for clients who are developing a custom design - but if you are supplying photos, a logo or other images - these guidelines may apply.
How do I upload my digital files?
There are 2 ways to upload your digital files to us:
* Browse & Upload — Easy. Just find your file and click “Send”. (Browse and Upload can be found at the end of the
online ordering process.)
* FTP Upload — Manually connect to our FTP server and drop your files. Call to get instructions
Should I compress my digital files prior to uploading them? Why? How?
Yes. Whenever you send files over the internet, they can become damaged as your data bounces around the globe. To protect your files from data corruption, you should compress them using WinZip (PC).
I don't know how to submit a digital file, what other options do I have?
You should consider having us typeset your layout for you according to your detailed instructions, or burn it on a CD and mail it to us. Our address is 1119 South Mission Road #366, Fallbrook, CA, 92028.
POSTAGE TYPES
What is the difference between First Class and Bulk rate mailing?
First-Class Mail is your best choice for time-sensitive mail. It is generally delivered in 3-5 days nationally and 1-3 days in California and the Southwest. There is a First Class minimum of 500 pieces. U.S. Bulk rate, also known as Standard Mail, offers lower postage rates but with a longer delivery time. You can expect delivery in 10-14 days nationally and 4-6 days in California and the Southwest U.S. There is a minimum of 200 pieces for Standard Mail. Additionally, First Class delivery is consistent throughout the year while Bulk rate can take considerably longer at peak mailing periods such as the holidays.
Can you mail my Standard size postcards at Bulk rate?
Yes, but it is rarely cost-effective to do so and may actually cost more than mailing this size card at the First Class postcard rate. Bulk rate only offers discounts from the higher letter rate and does not offer lower postage for Postcard size pieces.
I may want to mail out some of my leftover cards. Can I simply put them in the mailbox if they already have your "Postage PAID" indicia on them?
If you want to mail your leftover cards, you will need to place a postage stamp or meter imprint on each piece.
ABOUT EXPRESS DENTAL MARKETING
Vision: To jointly develop and systematically execute dentist and orthodontist external direct marketing and relationship building plans with their current patients as well as referral sources.
Who we support: We have designed Express Dental Marketing to support dental and orthodontic practices. These owners typically do not have internal marketing departments or print services to support them. In addition many of our clients either have a lot of expertise in the design aspects or have no expertise at all. Through our “advanced concept" templates, we make it easy for every dental practitioner to place orders with us, or for those that are more technically savvy, our website is designed to unleash your creativity, using your own pictures, graphics, text, etc. In addition, if the above doesn't work for you, you can simply just call and tell us what you want, and we will get it to you.
Why we do what we do?
Most business owners fail because they do not focus on their core competencies. We want you to focus on yours.....and we will focus on ours. Because that’s the Express Dental Marketing philosophy, we have driven our quality to the highest standards possible, while keeping costs down.
What makes us different?
Our process is set up to support customers that order in ranges of 100 to 100,000 plus postcards, etc. In other words, if you are a customer trying to get the word out about your business to a small sphere of influence or to a large nationwide list of customers, we can design, print and mail your products. We also understand that “Personalization” makes people feel special. Our Relationship Builder Series Note Cards, Greeting Cards, and other Personalized Postcards are designed to illicit a “WOW!” from the customer and is a marketing tool for our clients. All our products focus on making you “stand out” and your customers feel that the product was designed just for them.
How to Order: You can use our website to place orders, or you can call us 800.517.5563. We will confirm receipt of your order within one business day by phone or e-mail. Please be sure to include a phone number and a contact person with your order.
Method of Payment: We accept check, money order, Visa, Discover, Master Card or American Express
Taxes: A 7.75% Sales Tax will be charged on all orders (California Only)
Why should I Outsource Your Customer Follow-up program to Express Dental?
First - the basic components
We believe in order to generate referrals; one should keep in touch with their customers. We have designed a series of products like the “Referral Reminders” note/postcards that are sent in the Spring, Summer, Autumn, and New Year. These are times when most of your customers are not expecting anything, and when they get something from you, your name stands out in their minds. In addition to putting your entire patients list as well as all your referral sources on the “Referral Reminder” program we also recommend to put them on one of the Relationship Builder Series programs. These keep in touch programs are designed to give your patients something of value each month. In addition, we have a selection of holiday, birthday, anniversary and other greeting cards. With all of our note cards, we have the ability of customizing the front of the card with your customer’s name, and the inside of the card with your personal message, signature, logo etc. We can even customize the back of the card with your logo, just as if the card was printed on your presses. You can choose to do this program yourself, by purchasing the cards from us and inserting a note to your customers, or you can have us do it all. All you have to do is to tell us which cards you want us to send out and we will print, ship and mail it to your customer base.
Outsourcing your customer follow-up program has many benefits. Firstly it is extremely cost effective. When you figure in all the costs involved to provide follow-up internally, it makes sense to have a professional follow-up company do it for you. You won’t have to worry about sick days, vacations or other job duties taking priority. Secondly, you can rest assured that each customer will be followed up in a consistent manner. Inconsistency makes measuring results and effecting change very difficult. Finally you know the follow-up will get done every time. Every business has good intentions, but we can turn those good intentions into reality by making sure every one of your customers get a card, gift and treatment they deserve. This translates into happy, profitable customers.
How can follow-up with existing customers help our bottom line?
Recent statistics have shown that businesses spend an average $500 and $1000 to generate one new customer. In those same industries, retaining customers could be achieved at one-tenth the cost. Imagine how much money you would spend filling your gas tank if it had a hole in it. Now, relate this to your customer base. Plug the hole and you will see tremendous results to your bottom line.
Which customers should I follow up with?
Your first thought is to pick and choose the customers who you follow up with …right? By doing this you feel you could save a few bucks by only appreciating those who really deserve it. Consider this process as the way to convert ALL your customers to being those who really deserve it. You'll be surprised how shocked the many customers will be to know you appreciate them. You will see the return on your investment when you extend your thanks to all patients. Besides… the favorable responses will have this program paying for itself many times over!
How quickly should I follow up with my customers?
Your customers are the most excited about their purchase or their experience directly after it. If the experience went as you both had planned, they are on a “high’ that will diminish over time. The faster you follow up with them, the higher the return. If they’re still showing all their friends you get the free advertising, and if they are still on that high, you can capitalize on your initial investment by recommending more opportunities.
How do you get our customer names?
You can send us your customer list by e-mail, or put it on a diskette or CD, and mail it to our mailing address: If you would like for us to purchase a list, please call us at 800.517.5563 (The Other Office, 1119 S Mission Road #366, Fallbrook, CA, 92028)
Why should I become a client of Express Dental Marketing?
We have been in the business of helping people “Turn good intentions into reality”, systematically since 1991. We have a strong set of core values and operating principles that will bring you the greatest return on your investment with each and every customer and prospect.
Privacy Policy
Your credit card information is always safe and your privacy is respected. We protect your visit to our website by:
* Hosting our site on secure servers
* Allowing you to opt out of any marketing efforts.
We only collect information so we can best meet your needs and notify you of offers that we believe will meet your needs.
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