Dental Marketing: A Doctor and His Dog

Fanatical cat people are not going to like this, our third article on Mt. Tabor Dental’s Google Offers dental marketing ad. The bottom line is that I’m a dog kind of guy. It’s not that I don’t like cats, it’s just than when I have a choice I’ll always pick the dog first.

In last week’s article we analyzed the offer and terms of Mt. Tabor Dental’s limited time new patient offer.

Below you’ll find a clip of the lower third of an ad which details THE DEAL, THE STORY and very importantly the practice location. Click here to see the full ad in all its glory.

Click on the picture to enlarge

First, THE DEAL starts with a great opening line that grabs the reader with both a funny and realist stat “Number of bristles in your toothbrush: 37. Number of times you’ve forgotten to floss in your lifetime: 3,479.”

Next we are introduced to Willie, the friendly office dog. The key word here is “Friendly.” Then there is a quick repeat of the basic offer we reviewed last week that ends with “office dog is included in your visit.” This last, is an outstanding addition friendly bonus to the original offer.

At this point I was totally hooked! Remember, I’m a dog guy. If I lived in Portland and were looking for a dentist, I would have been there the next morning.

THE STORY goes on to list more warm and fuzzy commentary on Willie surrounded by additional office benefits. All of this copy leaves the reader with the feeling that this dental practice is both professional and caring.

THE MAP, address and contact info answers one of the primary questions in any dental marketing – where exactly is the practice located.

As much as many of you would like to think that you should be drawing patients from across the country with your marketing, the truth is that the average urban/suburban dental practice draws close to 90% of its new patients from within a geographic circle of 6 to 8 miles of its office location.

The final pieces of this advertising marvel are the “View Place Page” and “Look Inside” links.

The first take the reader to more information about the practice on Google’s Place page where you can find a team picture that includes Willie. The second, which I think is really cool, takes the visitor to a 360 degree office tour app.

Next week we will wrap up this add analysis with a review and a look at the most important aspect of the ad – what kind of Return-on-Investment, ROI, did it generate for the practice.