Marketing advice please!
 

Hi Folks:

I have operated an ophthalmic equipment service company for the past 4 years. My primary marketing has been by direct mail and faxes to all of the eyecare professionals in my market area. I find that my low response rate to my efforts is a result of not getting my offer through to the decision makers (doctors). For this reason I am considering sending my mail piece directly to the Doctors home address.

Am I going to make a bunch of Docs mad at me because I located their home addresses and invaded their privacy in this manner?

Any thoughts would be appreciated.

Thank you,
J. Allan

Re: Marketing advice please!
 

J. Allen,

"Am I going to make a bunch of Docs mad at me because I located their home addresses and invaded their privacy in this manner?"

Depends on how you send it. Be different in your mailing. Use the Jon Spoelstra methods. Market outrageously.

Hire a courier service to deliver small medical packages to their homes. Inside the package you will have one of those hinged eye glass cases.

When the doctor opens the case he will find a note written in the same manner as the eye chart. It will simply state:

U S E T H E E Y E G U Y S
E Q U I P M E N T F R E E
F O R T H I R T Y D A Y S
C A L L F O R D E T A I L S
( 1 2 3 ) 4 5 6 - 7 8 9 0

L.B. Jenkins

Re: Marketing advice please!
 

Analyze + reverse-engineer the times when your marketing was successful. Then do more of that.

How about a website with video and/or audio testimonials from your clients.

-- TW

PS: Be careful about sending faxes -- there are now laws against that.