The Demographic/Psychographic Report is a tool to market a specific site to all or a segment of the general public. It is intended as a means to provide all the information a dentist would need to determine a target market, decide upon a message, select media, and get an idea of the costs of acquiring a particular market segment.

It is divided into four parts:

Competition

Demographics

Psychographics (Lifestyles)

Marketing Recommendations

The Report is written so dental professionals can understand the implications of the data that is revealed from THEIR perspective.

The Report contains all the information of the Community Overview Report. In addition to this information, additional data is provided that helps the dentist in marketing the practice.

The Report starts with an Overview that discusses the time-distance measurements (isochrones) needed to determine where potential patients will likely travel to get to the location. This analysis of the speed limits, geographical barriers, psychological barriers, landmarks, and major transportation arteries gives the reader and understanding of the “big picture” of the site.

Included in this section is an overview of “demographic gravity.” This is an analysis of WHY people travel past a given site.

The Area-of-Study normally consists of up to 16 Zip Codes. This is twice the number included in the Community Overview Report. For specialists, this may include slightly more. If desired, we can provide a depiction of the Effective Practice Area if the client will fax to us the number of patients per Zip Code.

The Area-of-Study is intended to reflect the actual base from which patients of a medium aged practice will come. When possible, we like to map the distribution of active patients-of-record for the Report.

Competition

The ratio of dentist-to-population is examined. For dental specialists, this includes an analysis of the referral base relative to the area of study or practice site. Another map is included that shows the distribution of dentists around the Area of Study.

Our consideration of competition takes into account both individual dentists and dental practices. We draw upon several databases to determine the number of dentists including Component/Constituent Dental Society, Donnelly Databases, Select Data, and yellow page directories.

Demographics

The key demographic statistics are presented in full-page, color graph and chart formats. The information includes a prose analysis of why a particular bit of data might be important for a dental practice in a given site. The data includes

• Population
• Projected Population
• Median Age
• Median Income
• Income by Percentage
• Households
• Age by Percentage
• Per Capita Income
• Average Disposable Income
• Product Purchase Categories

Psychographics (Lifestyle)

To make sure the Client truly understands the population, we provide an analysis of the ACORNtm Lifestyle Groups and Employment/Employee/Industry data and analysis. These powerful tools provide as complete an analysis of the Area of Study available specifically for dentists that can be found anywhere.

This Lifestyle data explains what people watch, buy, and shop as well as how they relate to dentistry. This is especially important in determine a target market and to pursue a marketing plan.

In this particular case, we provide a much deeper level of analysis. For example, rather than simply track the dominant lifestyles per Zip Code, we provide a comprehensive number of households and their percentage within the radius of ALL lifestyle groups over 3% within the Area-of-Study. This helps us accurately determine the ideal target-markets (potential patients) by type along with a coherent marketing strategy.

Maps Included

• Geographic Overview
• Including streets, landmarks, and major transportation arteries.
• Zip Code Boundaries
• Competition Location
• Including site and competing practices.

Charts and Graphs

We include 13 charts including Population, Growth, Households, Per Capita Income, Median Income, Income Breakout Age, Ethnicity, Consumer Potential Index and Employment.

Data Tables

• Ratio of Dentists-to-Population
• Major Employers
• Owner-vs..-Renter
• Property Values
• Historical Growth

Marketing Recommendations and Analysis

A person can get data from any source. It is the analysis of that data in a way that puts the information perspective for dentists that is most important. Just what makes an area good or bad, filled with potential or burdened with risk is what a dental marketing analyst of demographic data can provide. It is the perspective gained with training and years of experience that makes these Reports so invaluable.

Our Analysis and Recommendations section is straight to the point. We will provide the client with specific media recommendations, proposed costs, recommended length, timing, proposed content (message), and much more. The purpose of this Report is to be an alternative to advertising agencies. We are full service provider of dentistry-specific marketing based upon scientific demographic and lifestyle data.

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