In building your dental practice, you have numerous choices for dental marketing. In the beginning Dentists focused mainly on the Yellow Pages and Referrals. Today, the choices are vast. Whether you chose conventional media for your dental marketing, or any of the new types of marketing that have developed recently.

Websites, Blogging, Facebook, Pinterest, Instagram, Twitter, PPC, and email campaigns are all popular options in today’s digital world.

So the question remains: Does conventional media still have a place in your dental marketing strategy? In this series on traditional mediums we want to focus on how TV can still effectively deliver new patients and the best practices in putting together your TV buy.

There are many types of television advertising available, and some are out of reach or don’t make sense for dental marketing. If your desire is to purchase advertising on a nationally broadcast program or a sporting event on national cable, you would be overspending and reaching a crowd of viewers that aren’t in your area. The same might be said for purchasing spots on local network affiliates that are going to charge a premium price for their best programs, and again, you may be marketing to an audience much larger than need be.

The ‘trick’ to television advertising for a dental practice is to buy targeted audiences economically, and that can be done two ways. Choose local networks that have a strong viewership in your practice area. A marketing consultant or TV rep should be able to provide you with that information. Second, pick networks and programs that appeal to the core demographic of your practice: perhaps you specialize in children’s dentistry. That audience might be quite different than if you focus on Cosmetics. Have your marketing consultant or local rep identify those opportunities for you. Finally, be sure to buy dayparts when there is the greatest chance of someone at your practice answering the phone. Avoid large rotator packages that include a lot of nighttime spots and weekends.

My suggestion is to start with your local cable provider and price out your geography and the networks you want. Put the spots during times that will work best for you and give it at least three months.

Be sure to use tracking numbers and look at website hits when your spots run to measure its effectiveness.

When putting together the creative for your spot focus on quality production. If you are comfortable in front of the camera put yourself in the spot. Be sure to show off your practice and the people in it.

Another crucial step is to give the viewer a reason to call the office or visit your website. A good example I saw recently was “Extended hours are available to service patients mornings, evenings, and weekends. Call today before they are all booked!”

With so many other dentists concentrating on only digital mediums, you will stand out in a medium many dentists wouldn’t even consider.

Ben Shaver
Lead Strategist & Consultant

Ben Shaver is a dental marketing consultant for Dental Inbound. He works with practices of all sizes.

His main focus is to develop strategies that provide congruency between traditional media sources and new media platforms.

You can email him at bshaver@dentalinbound.com

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