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

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?

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