Dental Practice Marketing: Which Campaigns Work Best?

Dentists Share Their Most Effective Marketing Strategies

The Wealthy Dentist asked dentists about which dental marketing campaigns have been most successful for their dental practices. The clear winner was direct mail marketing. Dentists have also had good luck with Yellow Pages listings and TV ads. One dentist was thrilled with his new dental practice signage, saying, “60 new patients per month with the new sign!”Most effective dental marketing campaigns

Here are the top types of marketing campaigns for dental practices:

  1. Direct Mail
  2. Yellow Pages Listing
    TV Advertisement
  3. Internet Directory Listing
    Signage
    Newspaper
  4. Website Promotion
    Billboard
    New Patient Discount
    Radio

“We sent out a personal holiday card with a short letter of thanks and future exciting information to present and past patients we hoped to reactivate,” wrote one dentist. “It did not go to the few difficult patients. We had a huge response of reactivation and new referrals from present happy patients!”

Read the complete dental marketing campaign survey results…

Nighttime Dentist Launches New Ad Campaign

Scary movie dentist posterDr. Patty Ross is a dentist in Brentwood, California. Working in the Hollywood area, she found that many patients were not able to make appointments during normal business areas. And so she’s started working the night shift! Her dental office is open from 6pm to 2am, Monday through Friday.

She selected boutique advertising agency AdVille to help spread her message. The result is an exciting new ad campaign that features spoof horror movie posters like “They Floss By Night” and “Bite Of The Living Dead.”

I can’t tell you if Dr. Ross will see a good return on her advertising investment. But I can tell you, it’s one of the most interesting dental ad campaigns I’ve seen in a while!

Read more or see the ads

Dentists’ Marketing Efforts Frustrated by Dental Boards (Video)

This Wealthy Dentist survey asked dentists if they feel that state dental boards unfairly restrict dental practice marketing.

Two out of three dentists said no – dental boards are just protecting the public’s best interest. But one out of three dentists was frustrated by the limitations dental boards put on advertising and other dental marketing efforts.

Read more: Dental Marketing Made Harder by Dental Board Restrictions

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

Not All Dentists Comfortable With Broadcast Media (video)

dentists fear broadcast mediaBroadcast media can be an interesting and profitable avenue, but not all dentists are comfortable with radio or TV advertising.

“Even when radio seems to be failing for some, we have continued our success!” boasted one dentist.

“It cheapens the profession,” vented one California dentist. “When was the last time you heard a cardiologist or neurosurgeon advertise?”


097-Broadcast_Media.mp4

Read more: Dental Marketing via TV and Radio Ads

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