Dentist’s Marketing Collateral

What is marketing collateral?

Marketing collateral is an important marketing tool; the umbrella term marketing collateral includes tangible items which potential clients and patients can take away with them. Examples of marketing collateral include business cards, brochures, leaflets and posters.

Using collateral effectively

Many people use business cards but it is important that you use them in an effective way. There is no point in having business cards if you are going to give them out. Leave some around your surgery and hand them out to new people you meet; you can also take other people’s business cards as a means of networking and creating contacts.

Pamphlets and leaflets are a great way of providing patients with hard copy, which contains all the necessary information about your practice. Patients can have a look themselves and then pass it onto others who may be interested in the service you provide. It’s a good idea to dot the leaflets around the surgery so that people can see them easily and feel encouraged to take one home.

Things to consider

When planning your collateral marketing campaign, there are a few important things to consider. Firstly, you need to think about what you’re going to put in the brochures or leaflets. You need to include important information about the practice, inform people about the services you offer and introduce the team. By including a bit of information about you and your team of staff, this will create a familiar, friendly ambience and this will be particularly important for people who suffer from anxiety and nervousness when faced with a trip to the dentist. As many people suffer from dental anxiety, it is important to try and put them at ease as soon as possible.

The most effective examples of collateral marketing include pictures as well as text. This ensures all the necessary information is included but also makes the product look attractive and professional. Brochures, pamphlets and posters are a great way of showcasing your work so include images of successful treatments. This is particularly important for cosmetic dentists, as people will feel compelled to undergo treatment to give them the attractive smile they see in your pamphlets.

Try to make sure the leaflets or posters are easily accessible and make sure they stand out so that people feel encouraged to look at them and take one home.

The other important thing to include in your leaflets and brochures is contact details for the practice. Always give the telephone number, the email address and the postal address and point people towards your website.