Dental Marketing Moving Away from the Phone Book?

Dental 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