You should use all of the marketing communications tools (That your
budget will allow.) in combination, aiming to give your target
audience multiple opportunities to receive your message.
Using yours above examples, combining the idea of market pull from the
customers with direct mail to the dentist, get the contact details of
dentists through patients and then say, "After the article on our
service which appeared in xxxx, five (Put the real number) of you
patents contacted us via our website, indicating that they would see
ProductX as a significant additional benefit to your service to
them...etc." It will add tangibility and credibility to your sales
pitch.
Similarly offer co branded marketing materials for dentists who buy
your product to help them promote its use to their patients to build
their business and so ensure continued subscription.
Press releases based on a survey would work well;
"xx% of our sample said this would make them feel that their dentist
took preventative care seriously..."
"yy% of parents believe that web based dental health education would
be effective in educating their children etc."
“zz% of dentists fail to deliver an effective preventative programme
say….”
Survey results and copies of press coverage can make up part of your
mailer to dentists or even be part of your exhibition stand, form
elements of advertising creative, be quoted in direct mail etc etc.
In summary don't use isolated tools, integrate! |
