Dental marketing blog TheWealthyDentist.com (TWD) conducted a recent survey finding that 62% of doctors who responded still get some patients from the Yellow Pages. In a different survey, TWD reported that although 53% of dentists still include the Yellow Pages in their marketing budgets, the amount is decreasing every year. The Yellow Pages dental marketing is most effective for dental practices located in small towns or that serve Baby Boomer patients.
“I personally use the phone book, but not as much as I used to. For our business, though, we still get patients from the phone book, but the numbers have certainly gone down over the past few years,” said one Ohio prosthodontist who responded to the survey. “As a result, we keep shrinking our phone book advertising and now just have it as a few lines in the book rather than a display ad. Doing so doesn’t seem to have affected our total new patient numbers and we are saving a lot of money!”
Several dentists participating in the survey observed that the effectiveness of using the phone book for dental advertising depends on local market demographics. In places where the population is predominately older or where smart phone use doesn’t yet predominate, Yellow Pages advertising may still be a useful tool.
“The key to success in phone book marketing is to have a professionally designed ad that is one size bigger than your nearest geographic competitor,” says Jim Du Molin, Editor-in-Chief of The Wealthy Dentist and founder of dental marketing resource Internet Dental Alliance. “A successful phone book marketing strategy is defined as one that generates more net income from your ad than it costs to place the ad. If every time you hand someone one dollar, they give you back three dollars, you’re ahead of the game!”
Jim Du Molin, Editor in Chief of TheWealthyDentist.com, has been helping dentists improve their dental practice management, marketing and profits since 1985. He helps dentists improve their business skills and manage their practices more effectively. As founder of sister company Internet Dental Alliance, Inc. (IDA), Jim helps dentists attract more new patients that fit with their clinical skills to maximize cash flow. IDA is North America’s largest provider of websites for dentists and online dental marketing plans. Its New Patient Marketing Machine™ packages include dental directory listings, and customizable dental websites with automatic Facebook page integration and interactive mobile applications.