Print Newsletters: Still a Powerful Dental Marketing Tool

September 26, 2012    By Vincent Gragnani ()

Print Newsletters: Still a Powerful Dental Marketing Tool

Turn to any dental marketing blog—including this one—and you’re likely to find posts about e-mail marketing, eNewsletters, Facebook, Twitter and whatever else is today’s hot new online rollout. That’s fine—these are important practice-building tools. But don’t be so quick to leave behind the tried and true printed, snail-mailed newsletter.

A basic tenet of education is that not everyone learns the same way. Beyond the traditional theory that categorizes learners as visual, auditory and kinesthetic, modern teachers have found that among the generation that has grown up tethered to the Internet and social media, there are differences in how they best absorb written material. Some, as might be expected, do best when reading off their computer screens in a format similar to what they encounter online. But others still understand and retain information better when they can hold it in their hands, printed on good old-fashioned paper.

Reading something on a smartphone, tablet or computer screen is different from reading something printed. Yes, a post to the Internet may last forever while a printed newsletter may soon end up in a recycling bin. But electronic messages still have an ephemeral feel to them while printed messages emanate a more long-lasting value.

And some people simply feel more comfortable with a printed newsletter: It’s more portable than a computer, it can be easily consumed in multiple sittings, it can be easily annotated using a pen and its information can be retrieved without sifting through an endless list of bookmarks.

Remember, when marketing your dental practice, this isn’t an either/or proposition. Many dentists choose to send both print and e-mail newsletters. For example, if you are a pediatric dentist, you might send an eNewsletter to your patients’ parents and a printed newsletter to your referral sources. eNewsletters are powerful dental marketing tools—but so are old-fashioned printed newsletters.

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