Orthodontic marketing built around the age-seven evaluation, the back-to-school consult and the retainer check

The documented mail. Orthodontic postcards are marketed to school-age-family households with a custom offer, tracking number, and full-color practice branding.

USPS Domestic Mail Manual 602.5 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, which include Address Change Service and the National Change of Address Linkage System (NCOALink).

USPS Domestic Mail Manual 602.5

direct mail mailing lists →postcard mailing services →targeted direct mail →personalized direct mail →

The documented campaigns. Orthodontic paid-social sources document local inquiry campaigns for braces, clear aligners, and consultation bookings; the brief's second sentence is an instruction — 'Review privacy, platform, and professional requirements before launch.'

Meta's advertising standards state that advertisers are responsible for understanding and complying with all applicable laws and regulations; 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; and that ads must not contain content that asserts or implies personal attributes, including direct or indirect assertions or implications about a person's disability or physical or mental health (including medical conditions), among the attributes the standard lists.

Meta advertising standards

digital advertising services →direct mail and digital marketing →

The documented texts. Orthodontic text-recall programs target post-treatment, lapsed, retainer-check, and consultation patients using personalized booking links, and the campaign concept carries one-tap scheduling.

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, and signing up at a point-of-sale or other on-site location among the mechanisms by which a consumer might demonstrate opt-in consent; that senders should not use opt-in lists that have been rented, sold or shared; and that senders should acknowledge and honor all opt-out requests.

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

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.

45 CFR 164.508(a)(3), the HIPAA privacy rule

direct mail and digital marketing →

The formats. Postcards, practice brochures, referral notepads and cards, presentation folders, business cards, branded envelopes and letterhead, and QR-enabled collateral.

USPS Domestic Mail Manual 201.1.2.1 sets card-price physical standards at not less than 3-1/2 inches high, 5 inches long and 0.007 inch thick, with a card more than 4-1/4 inches high or 6 inches long required to be at least 0.009 inch thick; at 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 postcard; and at not more than 6 inches high, 9 inches long or 0.016 inch thick for each postcard. 201.1.2.1 also requires a card claimed at a card price to be within an aspect ratio (length divided by height) of 1.3 to 2.5, inclusive (see 201.3.7).

USPS Domestic Mail Manual 201

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

printing services →direct mail cost →

The four campaigns. Four campaigns run to one calendar for this vertical: own the age-seven evaluation moment with parent education and school/community outreach; build back-to-school teen treatment and adult treatment consultation campaigns; use tax-refund-season and financing-education content with clear terms; and keep an active completion/referral advocacy program using permissioned milestone content.

The limits. The brief's compliance line for this vertical: use truthful, non-misleading clinical and pricing language; obtain consent for all patient photos and reviews; validate state rules, financing disclosures, and privacy treatment for patient outreach.

direct mail marketing services →printing services →

The three concepts. The three researched campaign concepts are a targeted postcard campaign to households with children using a custom consultation offer and trackable response mechanism; a Facebook and Instagram lead campaign for braces or clear-aligner consultations; and an SMS retainer-check, lapsed-consultation, post-treatment, and patient-reactivation campaign with one-tap scheduling.

Built for. Who the campaigns go after: orthodontic groups and practices with growth capacity, aligned treatment consult slots, school/dental-referral relationships, and family-focused nurture.

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

direct mail and digital marketing →direct mail marketing services →digital advertising services →