You’re enjoying a rare opportunity to watch a bit of television with your kids or grandkids and you realize that you never see the commercials that are being shown between Doc McStuffins, Paw Patrol, and Fireman Sam when you’re watching grownup shows. Why? Because those ads are geared toward children and the parents who spend money on them.
The same is true when you flip through a magazine at someone else’s home. Those print ads may be glossy and flashy, but they’re for products you’d never buy. Whether you’re using Facebook marketing or Google ads, you spend good money on marketing your practice. But have you considered who your ads are appealing to?
Start With the Patient In Mind
You know what kind of patient you’d like to see more often. From their age, location, and socioeconomic status, there is a certain demographic that your ads need to appeal to.
For example, you’d like to see more implant patients, so everything will be geared toward an older demographic. Your photos will feature people who look like these patients instead of celebrities like Cardi B or Kanye, your messaging will be clear and void of trendy terms, and your target locations will be zip codes where such people live, not up-and-coming hipster communities.
Or maybe you’re trying to become a Preferred Invisalign Provider and need to get more Invisalign cases under your belt. This time, you’re trying to appeal to younger professionals. Unlike the implant scenario, you want to use ads that show younger, more active people. You may consider using language that will pique their interests, and you’ll definitely target neighborhoods with an active nightlife and homes for first-time buyers.
Test Your Ad Copy
When at all possible, it’s a good idea to test your ad copy to make sure it is resonating with the right people. If your ads include a dedicated landing page or phone number, then you’ll know exactly which people have responded. If you’re not getting the results you were hoping for, then maybe it’s time to fine-tune your marketing. Are the images appropriate? Colors too busy? Is the wording a bit off? Are your ads circulating in the wrong area altogether? All of these factors can be tweaked until you’re offering the right services to the right people.
If It’s Right, You’ll Know
Ultimately, there isn’t a single type of ad that can guarantee results. But if it’s working, you’ll know. You’ll get more hits, clicks, shares, and, hopefully, more conversions. You may have gone to school to become a dentist, but ultimately, you know what demographic you need to market to. If you spend some time up front talking to the type of patient you’d like to see more of, then building an effective marketing campaign will be easier and should yield better results.
With more than a decade of experience in corporate dental laboratory marketing and brand development, Ms. Ulasewich decided to take her passion for the dental business and marketing to the next level by founding My Dental Agency. Since starting her company, she and her team have helped a wide variety of business owners all over the nation focus their message, reach their target audience, and increase their sales through effective marketing campaigns. She can be reached at (800) 689-6434 or via email at jackie@mydentalagency.com.
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