Successful Dentist Advertising #1Published by Galen Stilson
Direct Marketing Copywriter/Consultant
Relationship Marketing (for dentists) a speciality
What is your most important newspaper advertising goal? Is it primarily to keep your practice name in front of the readers? Or is it to cause readers to pick up the phone and request an appointment? If it's the latter, then the first thing you should try to do is avoid ...
SEVEN OF THE MOST COMMON MISTAKES MADE BY ADVERTISING DENTISTS Mistake #1 ... Failure to identify a specific dental problem or problems which would cause a prospective patient to respond (call for an appointment). No one WANTS to go to the dentist. They do so for very specific reasons. Mistake #2 ... Failure to identify a solution to the above mentioned problem or problems ... and do so in a way that gives the prospective patient confidence. Mistake #3 ... Failure to present yourself as a logical choice to quickly, caringly, effectively and professionally solve the prospective patient's problem or problems. This CAN be done in a way which enhances your professional image. Mistake #4 ... Failure to encourage the prospective patient to respond right now ... and make it easy for him or her to do so. Mistake #5 ... Failure to make your ad stand out in the clutter of other newspaper ads. Many ads get lost in a sea of boxed off look-alikes. Mistake #6 ... Failure to place your ad in the appropriate section of the newspaper ... and avoid the worst locations on a page. There are some locations that simply don't get noticed as easily as others. Mistake #7 ... Failure to understand that people are not offended by dental advertising ... and that your ad doesn't have to be sterile looking and professionally boring. In fact, those types of ads are usually the least effective. Today, managed care and increased competition are putting a real strain on many practices. And this situation will only get worse as our society continues to age and people continue to improve their oral prevention habits. In fact, in the near future, cosmetic dentistry will likely become the primary focus of most dentists. And the competition will be intense. What does this mean? It suggests that dentists who prefer a thriving fee-for-service practice need to begin exploring the possibilities presented by intelligent marketing and advertising. NOTE: In future issues I will discuss each of the above mentioned mistakes-to-avoid in more detail ... explaining how to effectively accomplishish each.
Copyright 1997 by Galen Stilson. Reproduction without permission is strictly prohibited.