How we make our Custom Magazines into Effective Marketing Vehicles
There is a specific procedure that marketing needs to follow to be truly successful. We follow this procedure for every one of our custom magazines.
1. Market Research. This includes understanding the demographics and the competition, and conducting surveys to gain insight into the target audience’s mind. It is a vital component of any successful marketing program. All our custom magazine programs include market research.
2. A Full Understanding of Your Practice and Your Needs
Successful marketing is based on a good understanding of the product, service or company being marketed. We interview the doctor(s) to learn about their philosophy, approach, strengths, and uniqueness. As a result, our magazine is a true reflection of the practice.
3. Strategy. Before creating any marketing item or campaign, it’s important to have a strategy that correctly positions the dentist. For example, positioning a dentist as an experienced and skilled implant dentist.
4. Copywriting. The art of copywriting is over a century old and follows exact principles that, when followed, create copy that engages and motivates readers to procure the service or product offered.
5. Scripted, Professional Photo Shoot
Per the old adage, “A picture is worth a thousand words.” This is certainly true when marketing a dental practice, and our magazines are full of photographs of the dentist, the practice, the patients and action photos. Our company photographers are trained to deliver the exact photos that follow the strategy. Before the photo shoot, we work with the practice to secure specific patient types, and we prepare a detailed shot list to deliver your marketing messages.
6. Design. Design presents marketing in an aesthetic format that attracts and interests the viewer. We use market research to develop a magazine design that is attractive and resonates with the target audience.
7. Quality Control. It is vital to conduct thorough quality control. We have a quality control checklist that reviews the magazine against the market research, the strategy, and the interviews, and ensures it is correctly marketed. We also conduct a press check at the printer to ensure the magazine is printed to the highest quality standards.
8. Distribution. We create detailed distribution plans to put your magazine in front of your correct target demographics.
9. Response Tracking. The only way you know if your marketing is working or if something needs to be changed is by tracking the results, and we use call tracking to track the results of your magazine. We can also listen to the calls to see how well your new patient calls are being handled. We provide scripts and basic scheduling orientation as part of our magazine program. We can also deliver phone coaching and in-office receptionist call-scheduling training so you can make the most of your marketing.
10. Review. Using the information gathered through your tracking methods, we can conduct a review and evaluation of your magazine’s performance. With this information, we can enhance your results.
As always, we stand ready to help you take your practice to the next level with effective marketing. If you would like more information, please call us at 855-486-2410 or email us here.
