Principles of effective direct mail, Part II of III

Properly implemented, direct mail marketing can mean a steady inflow of new patients, which, by adding to your existing patient base, also increases the success of your internal marketing efforts. 

In our last Issue, we introduced and discussed the components of a successful direct mail campaign, included a Planning Checklist, and shared some of the more profitable target audiences, going into some detail about the pros and cons of targeting new residents.

Now, let's talk about the more promising, and therefore, exciting, target audience, namely, demographically selected segments of the current population. Other 'boutique audiences,' such as brides to be, employees where they work, and persons with specific medical conditions [see my article on integrative dentistry], will be covered in a future  Issue

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