Dental Marketing Moving Away from the Phone Book?

Dental marketing through the phone bookDental marketing through the phone book is no longer what it once was, with a third of dentists dropping their ads and another third reducing them. In the Internet Age, a dentist advertising in the Yellow Pages appears to be optional.

“What a waste!” said one dentist. “At one point I spent approximately $24,000 in one year in yellow pages advertising and got $3,000 in revenue. How’s that for ROI? It’s all on the net now.”

Only 7% of respondents said they have never used dental advertising in the yellow pages.  Of those who use those listings as part of their overall dental practice marketing:

  • 5% are increasing dentist ad size or listings
  • 27% have made no change
  • 36% are reducing ad size or listings
  • 32% are dropping yellow pages marketing completely

Here are some dentists’ thoughts on the subject:

  • “My ads direct readers to my dental practice websites.” (Texas dentist)
  • “I will drop it altogether next year. It’s an internet world!” (Illinois dentist)
  • “Great ROI for our area!!!” (New Jersey dentist)
  • “It attracts less desirable patients. Since dropping phone book ads, my drug-seeking patients are almost nonexistent.” (Utah dentist)
  • “Most patients are finding us through word-of-mouth from current patients and our website which costs us much less than any display ad in the Yellow Pages!” (Ohio prosthodontist)
  • “There are too many yellow books to list in everyone.” (California periodontist)
  • “It does not work as well as in the past.” (California dentist)
  • “The Yellow Pages is one part of my comprehensive external marketing program. With all of the pieces working together, we have maintained a very busy schedule.” (Tennessee dentist)

Read more: Dental Advertising May Be Moving Away from the Phone Book


About Jim Du Molin

+Jim Du Molin is a leading Internet marketing expert for dentists in North America. He has helped hundreds of doctors make more money in their practices using his proven Internet marketing techniques.

  • THERE ARE MULTIPLE PHONEBOOKS AND I WOULD LIKE TO KNOW IF LISTINGS IN MORE THAN ONE BOOK IS A SUCCESSFUL MARKETING STRATEGY.I AM A SPECIALIST AND THE PHONEBOOK ONLY ACCOUNTS FOR LESS THAN 15% OF OUR BUSINESS. EXPOSURE IS IMPORTANT BUT ROI IS A CONCERN.

  • Dr. Baldock,

    The general rule of thumb is to start with the primary (largest) phone book. Assuming success, move to test the next largest, etc. ROI should be calculated on the net contribution of each additional new patient the ad brings into the practice. Worst case figure 70% of your average gross patient production.

    Here is a link to a chart that will help you figure net contribution / marginal profit.

    http://www.internetdentalalliance.com/roi_chart.htm

    At 15% of you total new patient flow, I would keep the ad in this economy and test some design and size factors relative to you nearest geographic competitors.

    Jim

  • Yellow pages: the most expensive advertising you can buy. We’re out this year and will spend our money elsewhere.

  • Karl J. Muzikar, DDS

    Here is a real eye-opener:
    After 20 years I said NO, NO, NO to the real yellow pages ad over and over again. On the final day to make a decision they called me again and I said NO, NO, NO. Guess what? They had already printed the ad in the real yellow pages!!! This was the best money that I never spent. My ad was costing me $14,000 per year for two decades and it never paid for itself. My ad next year will be a link to my website that is furnished by Jim Du Molin. That is the best advertising $ that I have ever spent!!!! If you want a website that is top notch and you don’t have to fret and worry about then call Jim.

  • I can not remember the last time i have used the yellow pages in PRINT. You can all be listed in the yellow pages for free online and then there is Super pages that mainly serve the East Coast. All of your business information can be listed for free on Google. No one under 50 uses the dictionary or the yellow pages for info. They use the computer or they use their blackberries. Most of these sites are free so it is time to go with the flow and go digital! You have nothing to loose…it is free. You can even use your local business site on Google to offer your own offers to new patients….Karen

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