What are predatory dental direct mail packages and how should practices recognize them?
High-cost full-color brochure publications sold by direct mail companies that prey on dental industry lack of marketing knowledge, typically pitched at $40,000 to $100,000 or more upfront with mediocre return on investment. The pattern follows a recognizable shape. A vendor approaches the practice with a polished pitch for a multi-page color advertisement brochure that will be delivered to every household in selected postal codes. The pitch emphasizes the apparent targeting of specific zip codes and the impressive visual quality of the brochure. The upfront cost is substantial: $40,000 to $50,000 minimum, often $100,000 or more for larger commitments. Typical return runs around three-to-one on the investment, which is unacceptable for a marketing channel. The pitched targeting is illusory because everyone in the postal codes receives the same generic brochure rather than a message calibrated to specific recipients. The high cost forces the practice to put most of its marketing budget into one channel that may or may not perform. Better alternatives exist at a fraction of the cost using legitimate targeted direct mail to lists of qualified prospects. Recognize the pitch pattern. Decline politely. Allocate the budget where measured response is possible.
If the answers you are finding here resonate with you, my team and I work with a small group of clients each year. The next step is a complimentary Discovery Consultation and Practice Review with Dr. McAnally.