Selling products or services to dental practices, GP surgeries, private clinics and other healthcare establishments doesn’t need to be difficult – You just need to approach it differently!
Whether you supply medical equipment, dental products, furniture, towels, water coolers, waiting room chairs, cleaning services, children’s entertainment, software or practice supplies, you have the same challenge:
How do you actually get your message in front of the person responsible for buying?
Email inboxes are crowded. Cold calls are often stopped at reception. Digital advertising can be difficult to target at individual practice managers.
For many B2B healthcare suppliers, one of the most effective alternatives is still remarkably simple:
Send them a physical letter.
Why direct mail works for medical and dental practices
Dental practices, doctors’ surgeries and private clinics receive post every day, but considerably fewer companies are now using physical mail for new business prospecting.
That creates an opportunity.
A professionally presented mailing can reach the practice itself and give your business a physical presence that an email simply doesn’t have.
The key is making sure it doesn’t look like generic junk mail.
What should you send?
For campaigns targeting healthcare establishments, we would normally recommend a simple two-piece mailing:
1. A personalised A4 cover letter
The letter introduces your company, explains why you are contacting the practice and highlights the main reasons they should consider your products or services.
It shouldn’t try to contain everything.
Its job is to introduce the business and encourage the recipient to look at the accompanying flyer.
2. A professionally designed A5 flyer
The flyer complements the letter by making the offering more visual.
It can include product photography, services, key benefits, offers and contact details.
For companies selling physical products such as dental equipment, medical furniture, waiting room products or practice supplies, this is particularly useful because the recipient can immediately see what you provide.
Get a mailing quote here – https://www.selectabase.co.uk/services/create-and-post/
Getting the envelope opened
The envelope is just as important as what goes inside it.
One format we regularly recommend is adding the strapline:
Private & Confidential – Strictly for the Practice Manager
This helps identify who the mailing is intended for and can reduce the chance of it simply being treated as generic marketing material at reception.
We can also use the Royal Mail King Charles green printed stamp rather than the standard bulk postage markings commonly seen on advertising mail.
Combined with a professionally addressed envelope, this gives the mailing a much more personalised appearance.
Who could use this type of campaign?
The opportunity extends far beyond companies supplying specialist medical equipment.
Direct mail can be used by businesses supplying almost anything required to operate a dental practice, GP surgery or private clinic, including:
- Dental and medical equipment
- Disposable products and consumables
- Towels and linen
- Cleaning and hygiene services
- Water coolers and refreshments
- Waiting room chairs and furniture
- Children’s waiting room entertainment
- IT and software providers
- Telecoms and broadband
- Insurance and finance
- Printing and stationery
- Signage
- Staff training
- Waste disposal
- Security systems
- Recruitment services
- Practice management services
If dental practices, doctors’ surgeries or medical clinics are potential customers, they can potentially be targeted through a physical mailing campaign.
Target the right establishments
The success of the campaign also depends on the data behind it.
Rather than sending thousands of letters indiscriminately, businesses can build targeted mailing lists based on the types of establishments they actually want to reach.
For example:
Dental practices only.
Or perhaps:
Private dental practices within specific UK regions.
The same approach can be used for GP surgeries, private healthcare clinics, physiotherapists, opticians, hearing clinics and many other medical establishments.
Selectabase can help source the business mailing data, print the letter and flyer, fulfil the mailing and arrange postage – keeping the entire campaign under one roof.
Want to promote your products to dental practices or medical clinics?
If you’re looking for the best way to market products or services to dental practices, GP surgeries, doctors, private clinics or other healthcare businesses, don’t automatically assume another email campaign is the answer.
A well-targeted physical mailing containing a professional cover letter and visual A5 flyer can put your company directly in front of the people responsible for purchasing.
Selectabase has more than 30 years’ experience in targeted mailing data, print, fulfilment and postage.
We can help you identify the right establishments, create the mailing audience and send everything on your behalf.
Want to know how many dental practices, GP surgeries or medical establishments you could target?
Contact Selectabase on 01304 383838 and we can run the counts for you – [email protected]
