Dental marketing built around the new-patient offer

The documented mail. Dental direct mail commonly targets new residents and nearby households with clear new-patient offers and a direct booking CTA; postcards and brochures are used for this purpose.

USPS Domestic Mail Manual 201.1.2.1 provides that each stamped card or postcard, or each half of a double stamped card or postcard, claimed at a card price must be not less than 3-1/2 inches high, 5 inches long, and 0.007 inch thick; not more than 4-1/4 inches high, 6 inches long, or 0.016 inch thick for each stamped card or each half of a double-stamped card or double postcard; not more than 6 inches high, 9 inches long, or 0.016 inch thick for each postcard; at least 0.009 inch thick where the card is more than 4-1/4 inches high or 6 inches long; rectangular with four square corners and parallel opposite sides; and within an aspect ratio, length divided by height, of 1.3 to 2.5 inclusive.

USPS Domestic Mail Manual 201.1.2.1

postcard mailing services →targeted direct mail →direct mail marketing services →

Built for. This program is built for dental groups and DSOs with multiple providers, defined new-patient capacity, high-value service lines and reliable call-center conversion.

Geography, never health. Every mail audience this vertical's research names is geographic — new residents and nearby households — and no researched sentence supports selecting a household by anything about a person's health.

45 CFR 164.508(a)(3) provides that a covered entity must obtain an authorization for any use or disclosure of protected health information for marketing, except if the communication is in the form of a face-to-face communication made by a covered entity to an individual, or a promotional gift of nominal value provided by the covered entity; and that if the marketing involves financial remuneration to the covered entity from a third party, the authorization must state that such remuneration is involved.

HIPAA Privacy Rule, 45 CFR 164.508(a)(3)

direct mail mailing lists →direct mail cost →

The documented campaigns. Facebook special-offer and lead campaigns can promote a singular new-patient, whitening, or clear-aligner offer; the guidance is to review privacy, platform, and professional rules before launch.

Meta's advertising standards state that advertisers are responsible for understanding and complying with all applicable laws and regulations, and that ads must not promote products, services, schemes or offers using identified deceptive or misleading practices, including those meant to scam people out of money or personal information.

Meta advertising standards

FTC advertising guidance for small business states that under the law advertising must be truthful and non-deceptive, that advertisers must have evidence to back up their claims, and that an ad is deceptive if it contains a statement — or omits information — that is likely to mislead consumers acting reasonably under the circumstances and is material, that is, important to a consumer's decision to buy or use the product; qualifying information necessary to prevent an ad from being deceptive should be presented clearly and conspicuously.

Federal Trade Commission, advertising guidance for small business

direct mail and digital marketing →digital advertising services →

The documented texts. Consented SMS sequences support appointment reminders, hygiene recall, treatment follow-up, and lapsed-patient reactivation, and lapsed patients are reactivated only through privacy-reviewed, consented outreach.

CTIA's Messaging Principles and Best Practices state that message senders should support opt-in mechanisms and that messages should be sent only after the consumer has opted-in to receive them, and list entering a telephone number through a website, clicking a button on a mobile webpage, sending a message containing an advertising keyword, initiating the text message exchange, signing up at a point-of-sale or other on-site location, and opting-in over the phone using IVR among the mechanisms by which a consumer might demonstrate opt-in consent; that message senders should not use opt-in lists that have been rented, sold, or shared and should create and vet their own; and that senders should ensure consumers can opt out at any time, support multiple opt-out mechanisms, and acknowledge and honor all opt-out requests by sending one final opt-out confirmation message per campaign.

CTIA Messaging Principles and Best Practices, May 2023, §§5.1.2–5.1.4

direct mail and digital marketing →

The print set. The dental print set is postcards, practice and procedure brochures, referral pads, presentation folders, business cards, and letterhead and envelopes.

Referral partners. Employer, school and referral-partner outreach is used to feed family and preventive-care demand.

In house. Printing at MBI is commercial and variable-data printing produced in house.

printing services →direct mail cost →

One destination. The three researched dental campaigns run to one destination: a new-mover or neighborhood direct-mail campaign with a new-patient exam or cleaning offer; a Facebook lead campaign centered on one simple service offer, such as a new-patient special, whitening, or clear-aligner consultation; and an SMS hygiene recall, treatment follow-up, and lapsed-patient reactivation sequence.

The limits. Campaigns for this vertical follow ADA, state, FTC, HIPAA, and financing rules; substantiate claims and disclose material terms. PHI, patient photos, or testimonials are not used without appropriate authorization, and service-line consultation funnels for implants, cosmetic, family or urgent care are built without outcome promises.

One company. MBI is one company that plans, produces, and delivers from a single team in DeLand, Florida; data, print, and delivery have been in-house since 1989.

USPS Domestic Mail Manual 602.5.1 provides that each address, except for mail bearing an alternative address format, in a mailing at commercial First-Class Mail presorted or automation prices or USPS Marketing Mail prices is subject to the Move Update standard, and that each address and associated addressee used on the mailpieces in a mailing must be updated within 95 days before the mailing date with one of the USPS-approved methods in 5.2, which include Address Change Service (ACS) and the National Change of Address Linkage System (NCOALink).

USPS Domestic Mail Manual 602.5.1

direct mail marketing services →digital advertising services →printing services →