Should I Use QR Codes in My Orthodontic Practice Direct Mail Marketing?

 

Consumers in Japan see fuzzy little code boxes on almost everything - McDonald's sandwich wrappers, magazine ads, beverage packaging, advertising posters in subway stations, direct mail pieces, etc.  The code technology - known as QR, or quick response - acts like a gateway allowing anyone with a smart phone to step from the physical world into the digital.

A quick scan of the code instantly connects to special offers, exclusive content, nutrition information, price quotes, or even the ability to save contact information.

QR codes have been slower to catch on in America.  However, marketing professionals agree, it's only a matter of time until these codes become part of everyday life, like reading a website address.

With their desire to be on the cutting-edge of technology, some orthodontic practices have begun asking us to include QR codes on their direct mail pieces.  While these codes represent new opportunities for U.S. marketers, they're only potentially effective if your target market is actually scanning them.

Recently, Russel Herder, conducted an online survey in which 72% of respondents said they had seen a QR code, but about 30% still didn't know what they were.  This survey was conducted in Silicon Valley, so there's a good chance the group of consumers surveyed are more tech-savvy than your target market in your part of the U.S.  Of the group that had seen QR codes and knew what they were, only around 15% had actually scanned one - 24% of the 18 to 24 age demographic had done so, however only 10% of respondents ages 35 - 54 had ever scanned one.  This is critically important, because this 35 - 54 age demographic,  represents your decision-makers for starting orthodontic treatment.

Additional findings from the Russel-Herder survey - 28% of those that said they had scanned QR codes more than once said it was "usually" worth their time, while about half said "sometimes."  15% answered "rarely" was it worth their time.


 


So let's return to our original question - "Should I use QR codes in my orthodontic practice direct mail marketing campaign?" 

While there are strategies that orthodontic practices can implement to effectively leverage this technology in their practice marketing, we advise our clients NOT to utilize QR codes in their direct mail postcard campaigns, due to 2 reasons.

1. Your direct mail postcard campaign is a direct-response piece with limited space available to generate that response.  Many marketers confuse direct response tools with tools that build your brand. 

Remember, QR codes go beyond the realm of traditional marketing and advertising by incorporating audio and video elements - and a sense of fun that turns advertising from a passive experience into an interactive one.  Effective practice marketers have a great story to tell that differentiates their practice from the others in their market area.  A direct mail piece doesn't give them enough space to tell the whole story.  These practices can use the QR codes on other brand-building marketing tools to enhance their marketing message.

I can hear the question now..."So why don't I use a QR code on my direct mail postcard to tell our great story?"

2. Because the real estate on your direct mail postcard is very valuable and limited.  The QR code is taking up space that should be allocated to other direct response components.

Because almost universally, orthodontic practices don't have the marketing staff and content to justify using the QR codes.  Companies deriving the most value from QR codes are typically larger brands who employ full-time product managers to handle all aspects of a brands' marketing campaign, including an on-going focus on keeping the QR code content new and relevant.

I personally scan QR codes as a consumer, but frequently after I scan one, I'm left scratching my head as to why a marketer had me scan their code.  Consumers don't want to be bombarded with more boring brand information or plain advertising.  The key is to be ready on the other end of the QR code with some content that actually intrigues the user, and makes them get out their phone and scan (and be glad they did!)

Marketers need to utilize QR code technology to interact with potential patients in a way that's going to be interesting, fun, or exciting.  Make the QR content as relevant as possible.  Some companies send slideshows or sweepstakes entries back to users, while clothing brands will frequently send fashion tips.  Prospective patients who scan your QR codes should NEVER be sent to a generic home page.

 

So How Does My Orthodontic Practice Harness QR Codes To Increase Starts At Our Practice?  

    

If a practice is creative, there are numerous ways an orthodontic practice can leverage QR code content.

FREE Idea #1 - Sponsor your local Pop Warner Football League, Little League Baseball, Lacrosse or Field Hockey League.  (pretty much any youth sport where the kids should wear a mouth guard).  As an added service in addition to your sponsorship, have the league distribute a flyer offering free mouth guard fittings at your practice for all of the kids.

On the flyer, instruct the families to scan the QR code to immediately download a coupon for the free mouth guard.  The coupon would download with an educational article your practice creates entitled "You Can Get Braces in Many Places, But There Is Only One Dr.                    " which would differentiate your practice from the others in your area.  Or you can use our "Is Early Treatment Worthwhile?" website marketing report, or any of our other educational reports.

When the athletes come to your practice for their FREE mouth guard, in addition to the mouth guard, send them home with a certificate for a Complimentary Orthodontic Examination and X-Rays, as well as a financial discount off their orthodontic treatment.  Have the certificates expire in 8 weeks.  

 

     

In conclusion, QR codes can be useful tools when used by savvy marketers.  Most orthodontic practices, however, don't have the personnel in-house to effectively harness this technology.

If you're going to use the QR Codes in your marketing, brainstorm unique ways you can utilize this technology, especially in your community and internal marketing.  But, don't use QR codes in your direct mail marketing campaign - that limited space available on your direct mail piece is reserved for direct response vehicles, until more of your target audience is scanning the codes and you have the marketing resources in place to create consistently fresh, fun and exciting content.  

     

At GetOrthoCases, orthodontic practice marketing is what we do and all that we do.  Last year, our clients' average return on investment with the GetOrthoCases Practice Marketing System was 424%.  Our clients with persuasive treatment coordinators and efficient internal systems enjoyed returns as high as 1200%.

Your Next Step: If you want to learn how GetOrthoCases will greatly increase new starts at your orthodontic practice, call today at 1.888.657.2762, visit us on the web at www.GetOrthoCases.com, or email us at sales@GetOrthoCases.com and request more information, or a date and time for one of our Practice Marketing Consultants to give you a call. 


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Best regards,

Andrew Zuch
GetOrthoCases