When it comes to building trust and brand awareness in dentistry, effective marketing is crucial. Soistman Family Dentistry & Associates, with locations in Easton and Centreville, Maryland, knew they needed a consistent strategy that could connect with their community on a deeper level. That’s why they turned to direct mail.
Over the last eight years, they’ve sent over 1,000,000 postcards using Every Door Direct Mail® (EDDM) with Taradel, successfully growing their patient base and establishing a strong local presence.
In this blog, we share their journey, featuring insights from Soistman’s Marketing Director Katie Stella-Breeding, and reveal how direct mail helped take their practice to the next level.
The Challenge: Standing Out in a Crowded Market
Soistman Family Dentistry faced a common yet significant challenge: how to effectively stand out in a competitive market filled with other dental practices.
With two offices located in Maryland, they wanted to increase their brand’s visibility while establishing trust with local residents.
Their goals were clear:
- Increase brand awareness
- Generate prospective patient leads
- Drive traffic to their website
- Acquire new patients
However, the practice needed a scalable, cost-effective marketing solution that could maintain consistency while also staying fresh and relevant over time.
The Solution: Targeted and Consistent EDDM Campaigns
To tackle this challenge, Soistman Family Dentistry partnered with Taradel to launch an ongoing series of direct mail campaigns using Every Door Direct Mail® (EDDM). The approach was simple but powerful: by delivering postcards directly to homes in their target neighborhoods, they could create frequent, repeat impressions with local residents.
What made their campaigns stand out was the design and timing of the mailers. Soistman Family Dentistry worked closely with Taradel’s team to create visually appealing postcards, keeping the design fresh and seasonally relevant with different themes for each monthly drop. Whether it was highlighting back-to-school check-ups, holiday specials, or seasonal promotions, the messaging was always timely and engaging.
Let’s take a glance at a few of their direct mail postcards they’ve sent out over the years (6.25 x 9 Postcards).
Results: Turning Local Residents into Lifelong Patients
Since the beginning of their partnership in 2016, Soistman Family Dentistry has mailed a staggering 1,044,069 postcards across 73 targeted mailing campaigns. The results speak for themselves:
- Repeat impressions: By mailing consistently over time, Soistman has stayed top-of-mind for local residents, ensuring that their brand remains familiar and trusted.
- High engagement: On average, each campaign generated 80 prospective patient leads, indicating a strong response from their community.
- Patient acquisition: Each campaign resulted in 70 new patients on average, contributing to sustained business growth. Given that the lifetime value (LTV) of a patient is estimated at $2,700, the financial impact of this marketing strategy has been enormous.
The Power of Consistency
One of the key factors behind Soistman’s success was their ability to maintain a consistent presence in the community. Rather than launching sporadic marketing efforts, they committed to monthly campaigns, understanding that repeated exposure was crucial to building brand recognition and trust. Each new postcard drop served as a gentle reminder to residents that Soistman Family Dentistry was there for their dental care needs.
As Katie Stella-Breeding, Marketing Director for Soistman Family Dentistry, noted:
“Taradel has been a breeze to work with! Making direct mailers to homes so much faster and more efficient. The postcard mailers are beautifully made and always catch the eyes of our customer base. Each month Taradel works directly with us to patient the perfect advertisement based on that month’s theme. 10/10 Recommend Taradel!”
The Future of Direct Mail at Soistman Family Dentistry
With a proven track record of success, Soistman Family Dentistry plans to continue using direct mail as a cornerstone of their marketing strategy. By focusing on a combination of engaging design, timely messaging, and consistent monthly campaigns, they have not only grown their practice but also strengthened their relationship with the community.
Final Thoughts: Why Direct Mail Works
For Soistman Family Dentistry, direct mail has been more than just a marketing tool – it has been a transformative force. Their success story highlights the power of reaching potential patients right where they are: at home, with a message tailored to their needs. If you’re looking for a reliable, effective way to grow your practice and connect with your audience, consider the impact that consistent, well-targeted direct mail can have on your business.
By utilizing Every Door Direct Mail® with Taradel, Soistman Family Dentistry successfully built trust, generated new leads, and significantly grew their patient base. Could direct mail transform your business too? Click here to get in touch with one of our marketing experts today.
