Further Dental Marketing Critiques

by Jim Du Molin

Dental Marketing Critique No. 1

This is the first in a series of reviews to show how even small tweaks to your dental marketing campaign can have a major impact on your results.

This week’s critique comes to us courtesy of Dr. Daniel Bernstein of Philadelphia, who recently started our Internal Marketing and Communications Program.

A key element of our program is the quarterly letter to patients. While the program includes 74 letter samples, Dr. Bernstein asked me to review and comment on his initial letter to his patients announcing some changes in his dental practice.

Five easy changes:

Click the image to view the before and after results and how five easy changes can make a big difference in the tone and impression your marking letter can make.

1. Copy changes are marked in red. We started by spacing out the heading “Change – Change – Change” with hyphens between the words. Next we upgraded the salutation to “Dear Friends and Patients”. You don’t need to personally address everyone in this type of patient communication – a generic salutation is okay. However, simply adding the word “Friends” puts the tone of the letter on a completely different informal, non-clinical level.
On the signage issue, we added the phrase “to make it easier for you and your friends to find us”. The implication is that they will be referring their friends to your practice.
2. Next, we removed all the bold type characteristics from the letter. The new look is less demanding and more friendly.
3. We changed the font from “Book Antiqua” to “Arial” to update the visual impression
of the dental practice from “Old & Stodgy” to “Young & Modern”.
4. Then we opened up the spacing between the bullet points to make the whole letter easier to read.
5. Finally, though it’s not shown in the original letter, we changed the P.S. from “Be sure to have them mention your name so we can thank you personally with a $25 gift certificate”, to “Be sure to have them mention your name so we can thank you personally with a token of our appreciation”. We don’t want to appear to be trying to bribe our patients for referrals. We want to keep the letter on a professional level.

About Jim Du Molin

+Jim Du Molin is a leading Internet marketing expert for dentists in North America. He has helped hundreds of doctors make more money in their practices using his proven Internet marketing techniques.


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