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

Dental Marketing: The 3 Elements to Successful Radio Advertising

Dental Marketing: The 3 Elements to Successful Radio Advertising

Radio can’t sell everything.

But for dental marketing, we know it can sell high-end dentistry.

Any dental advertiser who says, “radio doesn’t work,” used it wrong.

The 3 elements to successful dental marketing with radio advertising –

1. The right audience.

The first element to successful radio advertising is picking the right audience. This is done by selecting the proper radio station and the appropriate time of day to reach your target demographic.

2. The right frequency.

Next you need to find the right frequency. Radio is a frequency medium. Your results get better as time goes on, and you make repeated impressions on the same listener. Media buyers have different opinions as to how many commercials, or spots, is enough. The key is to spend just enough, without wasting money.

Underfunding a campaign is even more inefficient than over-funding it. If you can’t afford enough frequency on the most popular station in town, pick one you can afford or use another medium besides radio.

3. The right message.

The most important element to a successful radio campaign is the message. This includes the words, the voice, the music and the length of the commercial. Remember that we’re not trying to win awards for the most clever commercial – the only thing that matters is that the audience we are targeting picks up the phone and makes the call.

The simplest-sounding commercial often out-produces the slick polished spot with the smooth voice and the professional jingle. Don’t take your eye off the ball here. It’s not important that your staff, friends, and family all like your new commercial.

The only thing that matters for successful radio advertising is whether the commercial generates income.

Ed Ridgway has executed dental marketing campaigns for hundreds of businesses in the U.S. and Canada. He is nationally recognized for his ongoing campaigns with many of the top dental practices across the country.

Dentists Frustrated by the Limitations Dental Boards Put on Dental Marketing (video)

dental boards and advertisingThe purpose of state dental boards is to make sure that dentists stay in line both professionally, clinically and ethically. They make sure dental marketing stays in line too.

The Wealthy Dentist 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.

Watch the Video to hear more of what dentists have to say –

What are your thoughts on state dental boards and dental marketing?

Implant Dentistry Advertising Is Held Hostage by Texas Regulations

Implant Dentistry Advertising Is Held Hostage by Texas RegulationsDental implants are fast becoming the choice dental tool for the replacement of a missing tooth or teeth.

And the growing global demand for better oral aesthetics has driven an increase in the number of dentists performing dental implant surgeries.

But quietly, behind the scenes, states have been attempting to regulate how dentists can advertise their dental implant dentistry credentials.

Last week, the American Academy of Implant Dentistry (AAID) filed a lawsuit in U.S. District Court in Austin, Texas seeking to invalidate a Texas regulation that severely restricts dentists from advertising their AAID credentials in implant dentistry, according to prnewswire.

In 2009 and 2010, AAID won judicial verdicts overturning similar rules enforced by state dental boards in Florida and California.

AAID’s chief legal counsel, Frank Recker, JD, DDS, informed the Texas Board of Dental Examiners in writing about the unequivocal judicial precedents and hoped to convince the Board to rescind its restrictions and avoid litigation. “The Board did not respond to our communications for two years. Since AAID’s credentialed members continue to be in jeopardy if they advertise their credentials, the Academy decided to pursue legal action,” said Recker.

Two Texas dentists holding AAID’s dental implant credentials, Dr. Jay Elliott of Houston and Dr. Monty Buck of Galveston, joined the lawsuit as individual co-plaintiffs.

AAID is seeking a permanent injunction and declaratory judgment to strike down the Texas regulation, which allows unrestricted advertising only for dental credentials and accreditations issued by organizations recognized as dental specialties by the American Dental Association (ADA). Dentists with bona fide credentials not issued by ADA-recognized specialty organizations are required to include lengthy disclaimers in their advertising in Texas.

This limitation, contends AAID, is burdensome and prohibits dentists from advertising true statements about credentials in implant dentistry earned from AAID and American Board of Oral Implantology (ABOI).

In Florida and California, the presiding judges ruled that such advertising restrictions violate the First and Fourteenth Amendments to the U.S. Constitution, which protect freedom of speech and equal protection of the laws. Recker said the legal precedents solidly favor AAID and Drs. Elliott and Buck. Go get ’em guys!

“Consumers in Texas have no ready means of learning which dentists practicing in their state have significant substantive training in implant dentistry,” said Recker. “Awareness of AAID’s dental implant credential provides consumers with objectively verifiable information regarding a dentist’s knowledge, proficiency and experience. The Texas advertising restriction prevents highly qualified implant dentists from differentiating their training and education.”

Recker added that, in Texas, dentists with no training in placing implants are permitted to engage in implant dentistry and advertise that they perform this service. This makes it almost impossible for consumers to objectively evaluate a dentist’s qualifications to perform implant procedures.

Let’s be honest here folks, the average consumer can’t evaluate a politician, let alone a dentist.

In the 2009 Florida decision, Circuit Court Judge Frank E. Sheffield ruled that a state law restricting how dentists can advertise credentials issued by bona fide professional organizations is unconstitutional. The Florida statute prevented advertising of membership in or credentials earned from any dental organization not recognized by the Florida Board of Dentistry (FDB). Florida’s dental board only recognized specialty credentials issued by the ADA.

Dentists who wanted to advertise their AAID credentials had to include an onerous disclaimer that implant dentistry is not a recognized specialty of ADA or the FDB and that AAID is not a recognized specialty accrediting organization.

The Court decided the advertising restrictions were unconstitutional on many grounds. They violated the Florida constitution’s guarantee of the right to be rewarded for industry or professional achievement and First and Fourteenth Amendment rights of free speech and equal protection of the law.

In a clear and unequivocal verdict issued in 2010, Judge John Mendez, writing for the United States District Court for the Eastern District of California, ruled that credentials issued to dentists by AAID are bona fide and legitimate, and state laws that prohibit or restrict advertising them to the public are unconstitutional.

He struck down a state law that effectively prevented dentists from advertising credentials issued by AAID and said that AAID and the American Board of Oral Implantology (ABOI) “are bona fide credentialing organizations whose standards are rigorous, objectively clear, and verifiable.”

The Texas Board for Dental Examiners has not responded publicly yet to the AAID’s legal action.

What are your thoughts on dentists advertising their AAID credentials in implant dentistry?

Source: American Academy of Implant Dentistry

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