I’ve been asked by several dentists recently: “What about Billboards as part of my dental marketing strategy?” My thought is that dental practices are like any other business, in order to build your business you need to tell people it’s there. The whole purpose of marketing your dental practice is to bring new patients through the door. The key to doing this is by making sure people know who you are and how to find you.
Keep in mind with a billboard you are technically renting real estate. Your competitors can’t live there too.
I would never suggest doing just billboards for your practice. I file billboards in the category of traditional marketing with TV, Radio, Print, and Direct Mail. You need to make sure you have built a strong website and have a reasonable presence online. You don’t want people to see your billboard and have no way to find you when they get to their computer or smartphone.
Why outdoor advertising works:
- People spend more time in their cars than they do reading the paper or watching television
- Billboards offer one of the lowest ‘cost per thousand’ rates in advertising today
- Ads on billboards are free to consumers; they don’t have to purchase anything to see your message
- Outdoor advertising does not ‘interrupt’ consumer’s lives, so there is little danger of there being negative impressions gained from billboards
- Billboard is the only medium that pushes your message 24 hours a day, 7 days a week, without interruption
- Outdoor advertising is usually the last message a consumer sees before making a purchase decision, and the message is often subliminal; it registers with the buyer subtly.
- It can be local to your practice
The biggest concern for most practices can be expense, but In my opinion it’s well worth it. With the right creative I don’t feel like any other medium can provide consistent exposure to the people in your area like a billboard can. The best way to approach your billboard campaign is to treat it as a long term investment. Most billboard contracts are going to be 3-12 months but you alone will own that space (Big reason why I like a static bulletin board VS the digital ones).
Want to know the secret to buying billboards? Read our blog: The secret to buying billboards for your dental practice.