Dental Advertising Campaigns
Household Level Campaigns
The story that seniors want to hear is one about health, family, and value.
- They understand the connection between oral health and overall health.
- Seniors today are more social and care more about how their smile looks.
- They don’t have insurance so they value a dentist that provides a dental savings plan and looks out for their expenses.
Messaging: There are several messages to reach seniors. The $99 new patient special is popular because it sets the expectation of what they will pay. Offering a dental savings plan is also helpful. Providing expertise in dentures, implants, and higher-end procedures is important too.
The story that busy moms want to hear is one of convenience, authority, and comprehensive care.
- They value their time and having ealry moring appoitnments is important to them.
- They like to know (and even brag a little) that “their dentist” is the best. Reviews and testimonials help here.
- They are truly looking for one place to take the entire family. Show them you care about their children.
Messaging: There are several messages to reach busy moms. Early morning appointments are a big one but so are reviews and testimonials. Free whitening and clear aligners are important as they tend to post a lot of pictures on social media. They want to look good.
Young professionals value their story more than anyone else. It’s important for them to make great first impressions.
- They want a great looking smile. Promote teeth whitening and clear aligners.
- They have less trust than older demos. The $99 new patient special sets the expectation of what they have to pay.
- They also want to know what your about. You have to have a strong brand identity to go along with your advertising message.
Messaging: This is a tough group to market to. They are more loyal than you think so running a long-term program that show off what your practice is about will gain their trust and get them to take action. Be sure to offer them something they value.
Families are the best persona to capture. Generally if you get one member that has a great expereince they will encourage the rest of the family to check you out.
- Depending on the member of the family they may value different things. They value expense and reputation
- They also value family experiences and comprehensive dentistry.
Messaging: This is a great group to market to because there are numerous options. We have found the $99 new patient special works great. The family dental savings plan is popular too. Since they value experiences it also works great to offer a ticket giveaway to local attractions.
When people move into your area it’s important to get your message out quick. People moving to the area are looking to build their service tribe quickly.
- They value convenience.
- They are looking for someone reputable. They may not have that local mommies group to ask yet so take advantage.
Messaging: Be sure to be clear that you’re welcoming them to the neighborhood. It makes you top of mind. Keep delvering them this message for the first three months and then continue branding your practice to them.
Campaigns for Dental Services
A very popular choice! Most dentists use these campaigns as a gateway to get higher end cases. This is also an excellent choice for getting associates more new patients.
Messaging: Our most common ads for success include: $99 New Patient Special, Free Sonicare, Discounts for military and seniors, $100 off $500 or more in services, convenient appointments if available, free meet and greets for participating offices.
We list out the hygiene services available and try and have some fun with the creative.
Dental Savings Plan Campaigns are great for internal referrals but they are also great to attract new patients without insurance.
The top two reasons people don’t go to the dentist are because they are either scared or concerned about cost. Help them by not making cost an issue.
If you need help setting up a plan and maintaining it we have resources for that as well.
Messaging: We usually promote with price or discounts for seniors and families.
Emergencies are generally the easiest story to sell. People that have an emergency will go to the practice that is top of mind.
- They want to get out of pain
Messaging: These campaigns are most successful when we promote walk-in service, same-day treatment, or comfort appointments. It’s also important to mention sedation if you provide that. These campaigns are done primarily on our search platforms so that reduces the cost by not having creative ads to produce.
Cosmetic Patient Campaigns
This is where the money is! These campaigns can sometimes take longer to influence your community but the payoff is always worth it. We work diligently using proven methods that help answer common questions, quell fears, and convert the patients on the edge.
With searches for implants online significantly dropping over the last few years it’s better to dlevier your message straight to their mailbox.
Messaging: We have tested numerous ads over the years but it’s best for practices to have designated times for the doctor to do free consultations. Several clients in the past have hosted “meet the doctor” events. Advertising for these can be very successful and the opportunity to listen to the doctor speak in a relaxed environment is very helpful.
We’re not sure why every dentist isn’t promoting this. Since this is a product more than a service don’t be scared to discount. There are so many potential new patients on the edge as it relates to Invisalign and clear aligners and most say cost is the issue.
Messaging: As we mentioned above, don’t be afraid to discount. I’m not talking about doing a Groupon. I’m talking about giving a great price point that people on the fence can’t pass up. We realize the $1,000 off or $1500 off is a very popular promotion but people are 10X more likely to respond to a specific price.
Pediatric Dentistry has a lot of great options when it comes to advertising. We have seen the most success looking at both promotions and education. Using direct mail to get them to your educationaly content keeps them from reading other pediatric dentist content. Stay top of mind!
Messaging: For promotions, we have had great success with the Free under 3 campaign. This is free exams for all children under 3. It not only gets them used to being their pediatric dentist but gets the siblings in that are already over the age of 3.
Dental Sleep services have been a great addition to many of our practices. Most people don’t know that there are alternatives and one of those is the dentist! Like pediatric dentistry you want to capture their attention through direct mail and push them to your online content. Running a dental sleep medicine direct mail program keeps you top of mind so when someone is ready to take action they turn to you.
Messaging: The best messages that we have executed in dental sleep are the ones that lead to a quick quiz they can take to see if they have a sleep problem. Then provide them with a free consultation.
Orthodontists have seen many challenges the past few years. With general dentists doing more Invisalign and referring less it’s making it harder to obtain new patients. Our campaigns are designed to combat that.
Messaging: We tend to find that when you’re going after kids, parents like to get a second opinion. Being available for consultations is usually the best way to get immediate patients in. Establishing yourself as a thought leader with great tips and a great reputation helps too.