Dental Marketing: What Kind of Dental Practice Should Advertise on the Radio?

Dental Marketing: What Kind of Dental Practice Should Advertise on the Radio?Dental marketing is all about efficiency. It’s always best to keep doing the things that work and provide the most bang for the buck.

I’m one of the biggest proponents of radio advertising in the dental marketing industry because I’ve worked with so many practices who have seen great success from it. My company, Ridgway Consulting, is best known for our dental practice radio campaigns.

That being said, it’s not right for every practice.

Radio is a broadcast medium, like TV. This is significant because the radio signal often reaches a larger geographic area than what you might normally consider your practice’s base. Depending on the population in your area, you may mostly see patients that are within five, ten or twenty miles of your practice.

By contrast, some radio stations have the signal strength to reach listeners that are hours away.

The challenge with enormous “reach” of a broadcast like that is cost. When you advertise, you get what you pay for; in radio terms, that means radio stations charge you based upon the amount of listeners. So the problem is this: how can you be efficient when you are spending a portion of your marketing dollars to reach people who won’t travel as far as your office for dentistry?

The answer is simple – you need to have something that distinguishes you from the competition.

Radio only makes sense if you can offer something the other local practices are not offering. You need to give people a reason to pass by all the offices that are closer to their work and home, and make you their dentist of choice. That unique service, whether it be Invisalign, implants, sedation dentistry, or whatever, also needs to be a relatively profitable service.

It’s difficult to make an acceptable ROI when you advertise a low-dollar service like cleanings or whitening. Instead, use radio to advertise something like sedation. One big case, from someone who’s been away from dentistry for years, can pay for months of radio time.

Ed Ridgway has executed 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.

Dentist Feels the ADA Has Become the Enemy of the General Dentist (video)

ADA has Become the Enemy of the General DentistThe American Dental Association is dentistry’s largest professional organization, but not all dentists feel that the ADA represents their interests.

One Missouri dentist declared, “The ADA has actually become the enemy of the general dentist!”

The Wealthy Dentist conducted a survey asking dentists if the ADA is dominated by specialists who are trying to promote their own agenda over the welfare of the general dentist.

Almost two thirds of the respondents felt specialists are using the ADA so that they can make money at the expense of  general dentists.

Watch the video below to hear more of what both dentists and specialists have to say about the ADA –

General dentists were eight times more likely to criticize the ADA over specialists.

How do you feel about the ADA?

Dental Care: California Medi-Cal Cut Dental Coverage for 3 Million

California Medi-Cal Cut Dental CoverageThe Los Angeles Times is reporting that ever since California cut coverage for 3 million Medi-Cal recipients two years ago, dentists say patients now wait until infections become so severe they must visit emergency rooms or their teeth must be pulled.

In the Los Angeles Times article, Nagaraj Murthy, a dentist in Compton for the past 32 years, states that ever since California cut back dental coverage, he has lost about half of his adult patients because they don’t have money to pay for dental treatments. He doesn’t charge these patients for preliminary comprehensive exams but said he can’t afford to provide free dental treatment.

The highly anticipated healthcare reforms are not expected to help.

California’s Medi-Cal program no longer pays for X-rays, root canals, dentures, fillings or cleanings. As a result, some dental patients are having their teeth pulled instead of repairing or replacing them.

The National Institute of Dental and Craniofacial Research states that 12% of U.S. adults 20 to 64 have not been to the dentist within the past 5 years.

For more on this story see: Reduced State Dental Benefits Create Dire Situation for Patients.

How to Become Recognized as THE Cosmetic Dentist: Part 5

Dr Silverman: How to Become Recognized as THE Cosmetic Dentist in Your Community Last week, I shared with you the fourth step in this series: How to Become Recognized as THE Cosmetic Dentist in Your Community Part 4: Effective Use of a Smile Analysis Form.

Now that you understand how to utilize the information gained in your Smile Analysis Form, you might be wondering, “What’s next?”

You’ve likely heard the expression, “Image is everything.” Well, this is especially true in a cosmetic-focused dental practice. What your office looks like sends a message to your patients about the type of cosmetic dentist you are.

Realistically, we all know that the office atmosphere has nothing to do with the level of clinical skills, however it’s the patients’ perception that matters the most. That perception could inevitably influence their decision of accepting cosmetic treatment.

Step 4: MOTIVATING OFFICE DÉCOR

What type of artwork, posters or other silent motivational tools relating to cosmetic dentistry do you have in your office? Are they of smiling, happy folks who project self-confidence? Do you have a few before/after posters that demonstrate dramatic smile transformations?

Even upscale offices can place effective materials that help educate and distinguish the cosmetic component of your dental practice without impacting the overall appearance of your office.

My suggestion: If you are married to your artwork and do not want to make any changes, let’s look at augmenting what you have. When you send me a few photos of your reception area in jpeg format that I previously offered (in Step 1) make sure I can see the artwork and where you may have some barren wall space.

While we do not want to have clutter, we may want to look at creating a Smile Wall that silently motivates your patients.

Below is an example how you can create your own Smile Wall if space is a premium —

create your own Smile Wall

LifeLike Veneers™ performed by Dr Harvey Silverman, Beachwood, OH

 

Another example is from Dr Mireya Ortega, a very talented dentist from Lake Tahoe, CA. Dr Ortega had me visit her office and do a Cosmetic Dentistry Boot Camp Program for her practice because she wanted to take her cosmetic practice to the next level.

After our Boot Camp Program one of the many things she did was to slightly modify her office décor. She started with one poster photographed during the hands-on training component at Boot Camp (see below) and ultimately created her own Smile Wall —

 

Dr Mireya Ortega Smile Wall

Dr. Mireya Ortega Smile Wall

 

One word of caution: Creating a Smile Wall will be most beneficial when you use these tools as a spring board to power educate your patients about how recent advances in technology can benefit them. Please review the articles I have published in Dental Products Report or in Dentistry Today if you care to learn more about how you might accomplish that goal.

In the next edition of How To Become Recognized As THE Cosmetic Dentist In Your Community Part 6:

Step 5: WHO’S YOUR SMILE CONSULTANT?

About the author:

Dr  Harvey Silverman Dr. Harvey Silverman has successfully coached dentists on how to take their cosmetic dentistry practice to the next level since 1984. If you want information on how the Silverman Institute’s Cosmetic Dentistry Boot Camp Program can take your cosmetic practice to the next level, contact Dr Silverman at (216) 256-4599 or e-mail him at incrediblesmiles@aol.com.

Dr Silverman is the author of Best Cosmetic Dentistry Practices in Dental Products Report as well as Silverman On Smiles in Dentistry Today and is the inventor of the LifeLike Veneer System™ and the EasySmile Tooth Whitening System™ that will be available to dentists in 2012.

Is Your Dental Website Easily Found on the Internet?

Is Your Dental Website Easily Found on the Internet?Three out of ten dentists say that it’s not easy for patients to find their dental website on the Internet, this survey found.

On the other hand, 22% say it’s easy for new and current patients to find them online.

In addition, 48% of dentists say they’d like to improve their dental website search engine results placement.

All dentists want their dental website to show up at the top of the search list whenever someone searches for a dentist. A search-engine optimized dental website seeks to accomplish this goal. It involves a well-researched, geo-targeted keyword strategy for use in your dental website’s content.

The result is a more visible ranking for your dental website in the organic search results on search engines like Google, which brings more visitors to your dental website.

Here are some additional comments from dentists on their dental practice visibility online —

“It’s good, I get a lot of patients through the Internet. You can’t get complacent and must be on top of things, it’s ever-changing.” (California oral surgeon)

“I am never satisfied. It takes constant work. I am hopeful that I will get so busy so I can afford to delegate it. I do enjoy the game and play fairly well. If I was in a large market there is no way I could handle it.” (Missouri dentist)

“I’m looking at providers now because it seems more people are using the web as a means to get the things they want and need, including dentistry. Feel I need to give it a try.” (California dentist)

“We must update and change it to keep it current so we will be found.” (General dentist)

“There are only two of us in town so easy to find me!” (Texas dentist)

When local prospective dental patients search for dentists, you want them to find your dental website quickly and to understand what kind of dental treatments you offer. You want to stand out from your competition with a dental website listing that appears at the top of search engines.

Check out IDA’s New Patient Marketing Machine™ that targets the specific categories of high-value new patients you want to attract to your dental website. Each IDA website is targeted at one Primary Dental Market, and optionally for up to 3 Secondary Dental Markets to help your dental practice become easily found on the Internet.

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