3 Strategies to Market Your Dental Practice to the Masses
Television, radio, and billboards.
Think of each of those as a territory, because that’s what they are.
How many of your competitor’s ads are taking up the billboard territory? Radio? TV?
What about you, how large is your army of ads, and how much of each territory have you conquered?
If you’ve weighed and found yourself wanting, this article is for you.
And let’s face it, we all have more ground to take, more territory to win.
Mass Media Marketing Method #1 — Television
Every market is different.
TV works great for many practices, but it varies from state to state.
Before you start advertising on television, make sure your digital marketing is in order.
Start with a single TV station to test the water. The goal? Get as many impressions as possible.
Monday, Wednesday and Tuesday — one station, let’s say nightly news for example.
When it grows, expand into new territory. From 1 to every news station, ideally.
Marketing isn’t very complex on our side of the media coin. You want to be seen by as many potential patients as you can, right?
So what do you do? You find the best marketing people and put them to work. Then, you find your best channels, and float your ads right down that stream of potential. Easy.
We tried the news and local sports. KU basketball on Cable. Kansas City Royals. It worked great. But again, every practice is different. Test, test, and test some more.
Mass Media Marketing Method #2 — Radio
We did music radio for awhile. It seemed to work fine.
But when we switched to only sports and talk radio, it worked even better.
The point is to keep your eye out for the best opportunities.
Another thing about mass media. It’s not very trackable.
Digital marketing and email for example, are infinitely better. It’s a tradeoff.
The best way to track mass media is to compare your campaigns; year to year, month to month.
Here’s an example.
Let’s say you started last month with only sports radio, and changed this month to only music radio.
Your overall media revenue grew by 39%. Even with your non-ceteris paribus variables, that’s a rock-solid indicator. Music radio is a keeper.
And remember, the overall goal here isn’t laser-focused audiences and super-trackable ads.
It’s TOMA: Top of Mind Advertising.
Consistently plant your brand and message.
You want your logo to be branded on the backs of their retinas. (Pun 100% intended.)
That way, every time they think of the medical field or something related, they think of you.
And even though you shouldn’t expect to get new patients from this as a standalone strategy, always have a call to action. Because your call to action will burrow into their heads too. So when the time comes, your logo is triggered with a call to action sidekick. That’s powerful.
Call them to action.
Use attractive specials.
Add an artificial sense of urgency with deadlines, words like NOW and TODAY, et cetera.
This method worked great too —
We would put two 30-second commercials back to back. You’ve probably heard a back to back commercial before. It sticks because you’re expecting a new commercial.
But you get the same voice, same practice, same message.
It catches you off guard. And in doing so, captures your attention.
Mass Media Marketing Method #3 — Billboard
How well these work depends a lot on your state. Kansas City is a great market for billboards, so we used them a lot.
We would buy them for a year at a time and change the message every so often. Why a year? You get better rates. And more importantly, if you don’t buy it for a year, someone else will.
The billboard companies did all the hard work. We designed the ads in house, and they did the rest.
When you’re considering the design and placement:
Empathize with your patients. Think about what they’re doing as they drive by.
Are they speeding to get to work on time? Or speeding to get home after a long day at work? Maybe they’re stuck in a traffic jam and mad about it.
Try to find a spot where the traffic jams up at certain times of the day.
Or by a stoplight.
Again, be proactive and snatch up your billboard territory quick, or someone else will.
Don’t shy away from good humor. Good, tasteful humor doesn’t just capture attention better than normal text. It gives your brand a more human, relatable personality AND builds likability and goodwill, which gives you a great advantage over your competitors.
And there you have it.
All great territories to test and expand into.
Looking forward to seeing and/or hearing you there!