Striking a Happy Medium (or Media) in Dentistry
While almost everyone now accepts that some external marketing is helpful, very few know enough about choosing external marketing media to make an informed decision. This little primer is not a comprehensive list or media choices nor is it a list of priorities. McKenzie Management can provide you with a detailed Marketing Report that will suggest specific media outlets, frequency (rate of repetition), and even costs. The dominant “lifestyle groups” or “demographic/psychographic cluster groups” are described in detail in this Report.
We have seen dentists snap up the “double truck” positions in the yellow pages (full pages that face each other) with gusto and NO idea how well or poorly these ads will deliver. In fact, full-pages are not as effective as those smaller ads that also have alphabetical phone listings also on the page. The effective size of the ad and its position are a function of several factors including the “lifestyles” of the people who read the ad. Ironically, the poor and less educated are often more influenced by a large ad than are those with money and more education.
We have found that inducements that are specific to the target market are advantageous. Want families with children? Value-added offers that include a premium work well. Want older fee-for-service adults? Offer a certificate worth $200 toward any treatment after they have paid for an examination, cleaning, and X-ray. Each lifestyle group will have a mailer format and offer that will work best for that group. Post cards, envelopes, brochures, and newsletters each work with some groups but can be ineffective with others.
Television and Cable
The difficulty with Television and Cable is the commitment one must make to create the commercial itself. It is an easy way to let $10,000 slip away.
Radio, Television, and Newspaper advertising should never be considered a short-term advertising media. They require a commitment of several months.
If you are interested in a Community Overview Report that will help explain what your practice area is like NOW and what it is becoming IN THE FUTURE, go here. Community Overview Report
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