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Posts for: February, 2013

 

 

 

If you haven't heard of EDDM (Every Door Direct Marketing) the US Postal Service really wouldn't be surprised. With the USPS looking to cut Saturday mail delivery to save an estimated 2 billion dollars per year, you would think that they'd have done a better job advertising this rebranded service. They've fallen into that trap of need to advertise/can't afford to advertise. Previously called Carrier Bulk mail, the UPSP has made it easy for local businesses like restaurants, dry cleaners, pizza delivery, auto repair shops and yes medical practices to blanket printed material to specific areas of their community. While EDDM doesn't have the laser precision of other direct mail programs, it's strength is it's ferocity - There's no discrimination of who gets your message along a carrier route, yes even other foot doctors will receive your mailing if they fall within the route. A well-managed EDDM program can saturate your message to every address in a specific area or even a full zip code at a discounted postage rate. The only draw back is that the mail piece has to be with a range of specific sizes and has to follow exact postal guidelines for weight and voided spaces for bar codes and a postal indicia.

 

The team at Podiatric Press has some great successes with EDDM because we understand like any other marketing campaign it's all about content, content, content. We can help you take your message and design the appropriate piece to get the most possible responses. After your piece is designed and ready to be mailed we will pick the carrier route and can even help track your responses. EDDM isn't for every local business; some businesses need the focus of demographic based mailings to get the biggest bang for their marketing dollar. Pet stores, dress shops or businesses that target people with specific income levels, homeowners as opposed to renters or genders are poor candidates for this approach. Take a 3-mile drive around your location, in most moderately populated areas that's a carrier route. How many of addresses within this area have occupants that could potentially use your services?  How many do you think you already treat? If the first number is much higher than the second EDDM might be a good option to get your message out.  

By Ron Gravius


By Alexa Saltzman
February 20, 2013
Category: Design

 

 

 

As a podiatrist that needs printed material for your practice, a unique option is to have your items created using eco-friendly or “green” paper and ink. At Podiatric Press, it is possible to create your business cards, pads, and other material using recycled papers and more organic inks. The “go green” effort is something that people throughout the country are taking very seriously in today’s society where there are constant warnings about rapid climate change around the globe. If you decide to engage in this movement by printing the materials for your podiatry practice using eco-friendly substances, your patients will take notice and appreciate the effort your practice is taking in being environmentally conscious. Additionally, your items will have a symbol or text on them which mentions that the product is made from recycled papers. This small extra step that your practice can take to leave a smaller footprint makes a difference not only to the environment, but in the minds of your patients.

 

Throughout the country, there are many efforts being taken by communities, schools, and businesses to be more conscious of their effects on the environment. These initiatives take many forms including recycling, reducing emissions, and using less paper. Repurposing materials such as paper that has been recycled and giving it a new use is a step in the right direction to continue this “go green” spirit. This issue is of high importance on the national stage through its discussion in the State of the Union address, given by President Obama, where he talked about climate change and the ways that America is working to slow its effects. Similarly, even the smallest endeavors, such as printing your practice’s material on recycled paper and using eco-friendly inks can show others that your podiatry practice is making an effort not only in your services, but in your concern for the state of the environment and its ongoing changes. 

 

By Alexa Saltzman


By Alexa Saltzman
February 13, 2013
Category: Branding

 

 

It is important to create a brand for your podiatry practice. At Podiatric Press, we help you to build a graphic brand through a set of printed material. These materials include business cards, patient education brochures, pads, and other items that combine to create a package for your practice. The creation of a graphic brand gives you and the members of your team an identity and a memorable image. This will allow both your clients and potential clients to see how professional your practice is with the continuity displayed throughout all of your graphics. A large part of having a successful brand package is in the presentation of your aesthetics and this is more than just putting your logo onto your products. I think that your set of printed material should be uniform in color palette and design elements in order to evoke a look that is a perfect fit for your practice. Your graphic package that makes up your brand will match the professionalism displayed by the members of your practice around the office. 

The creation of a set or package with the development of your graphics will give you the winning look that you want for your brand. The Grammy Awards recognize the value of creating a graphic package with the Grammy that is given out for Best Recording Package. This year the award went to art directors Michael Amzalag & Mathias Augustyniak for their work on the album Biophilia, performed by Björk. Michael Amzalag & Mathias Augustyniak are best known as M/M Paris and are most recognized for their art direction and collaborations with musicians like Björk, Madonna, Benjamin Biolay, Etienne Daho, Jean-Louis Murat, Mew, and Kanye West. This accolade of Best Recording Package shows the importance that is placed on establishing a complete graphic set. A unified collection of graphics will strengthen your practice with the creation of a dynamic brand.

By Alexa Saltzman


By Alexa Saltzman
February 06, 2013
Category: Etiquette

 

 

An important part of the prestige of being a podiatrist is your ability to use your title, DPM. This title should be displayed correctly on your printed material. However, there are several different ways in which podiatrists tend to display their titles in terms of using periods between the letters (D.P.M.) or not using them at all (DPM). This seems to be a matter of preference, but at Podiatric Press we believe that it is important to have continuity on all of your printed material so that your title looks uniform on everything that it is printed on. I read a few statements written by Robert Hickey, the Deputy Director of the Protocol School of Washington and the author of Honor & Respect: The Official Guide to Names, Titles, and Forms of Address that detail the proper use according to him of post nominals. Hickey says that post nominals should only be used with a full name and when appropriate, such as on your business card or in a professional publication. 

 

As for the use of periods in your title, Hickey believes that it is a matter of style and that it is important to be consistent. You would not want your title to have periods on your business card, but not have them in a publication that you contributed to. A similar title that is often written in a variety of formats is the title of MVP given to the quarterback of the Ravens, Joe Flacco, in the Superbowl against the San Francisco 49ers. I have seen the word MVP written with periods such as, M.V.P., and this is similarly a matter of preference although either way the meaning of the abbreviation remains the same. Overall, consistency with the way that your title is written will create a cohesive look throughout your printed material.

 

 

By Alexa Saltzman

       

 





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