If you’re contemplating doing a radio campaign for your dental office here are some things to think about:

  • Radio advertising can still be an effective way to attract new patients to your dental practice.
  • Potential new patients still listen to the radio and many radio stations are now on the Internet.
  • Radio advertising is less expensive than many types of traditional advertising like TV and print.
  • Local stations often reach specific target markets with their programs. Many radio stations have talk shows, music programs and current event topics that reach different age groups.
  • Radio advertising is a still a great dental marketing strategy.

The advantage of radio ads is that they’re short and will hold the attention of the potential patient more than long detailed written ads. The best way to utilize local radio is to have DJ’s do endorsements. People are very loyal to talk radio hosts and having them endorse your practice will bring you great credibility.

To get the best value out of your radio campaign it’s best to hire professional media buyers to negotiate the buy. In most cases they will get significantly lower rates and the stations will pay their commission so no extra fees to you.Click here to find out more.

When you set up your radio advertising with a local radio station you can use some tracking techniques to measure the results. There are several ways to do this:

One way is to set up an incentive for mentioning the ad. A 10 percent discount on cleanings or dental work when they call within this month to make an appointment. This will give you an indication if the ad works by giving the customer an incentive to call you. This can be used to track the radio ads success. So including a specific offer in your radio ad will help track results and help pull in new patients.

The most efficient way is to purchase a call tracking system  that tracks the phone calls, records the messages and shows conversions.

Finally, keep in mind that radio ads are less expensive to produce than most traditional media sources. The only real drawback is a smaller audience but the more times your radio ad is run per day the better chance people will hear the message. This gives you a better chance of pulling in new patients. A station that gears the message to the patient base you want to reach is another factor to consider. If you want to reach retired or older patients you won’t advertise on a college station. Overall, radio it is still an effective dental marketing strategy.

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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