October 31, 2020  
 
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Marketing a Dental Practice

Small and medium size dental practices can compete and even outperform larger competitors. All it takes is the right marketing plan.

Still looking for a way to effectively market your dental practice? Unfortunately, there is a fine line between capturing buyers' attention and blending into the background.

As a business owner, you probably already have a firm grasp of basic marketing concepts. However, the most visible brands are always on the lookout for the marketing tactics competitive dental practices utilize in the marketplace.

Why Branding Matters

Think of branding as a consumer shortcut. Since the average consumer doesn't have time to thoroughly evaluate every product that crosses their path, they make buying decisions based on the brands they trust. Any and every dental practice has brand characteristics. Some brands struggle to achieve recognition with consumers while others seem to be quickly embraced by the marketplace. Companies that incorporate brand positioning into their normal marketing routines gradually accumulate higher brand values and are rewarded by consumers.

Broadcast Advertising

Broadcast advertising has clearly taken some hits over the past couple of decades. The number of consumers who tune-in to local TV and radio has plummeted, and the industry has struggled to regain its footing. However, it would be a mistake to discount broadcast advertising entirely. Many dental practices continue to find ways to attract audiences to their brand through broadcast media. It's critical to understand the limits and opportunities available in today's broadcast advertising industry. One area in which marketers continue to have success is during drive times when large numbers of listeners still tune-in to local radio. When marketing dental practices, the target audience is almost always local or regional. For broader reach, you'll likely need to look beyond broadcast venues and explore other online and offline marketing vehicles.

Cost Tracking

The economy is a constant concern for people who own a dental practice. You can't afford to waste money on inferior marketing resources. Since every dollar counts, it pays to buy mailing lists from trusted vendors. Good mailing lists are money in the bank; they deliver leads, revenue and most importantly, new customers.

In addition to purchasing first-rate mailing lists, we advise our business partners to carefully track the costs and returns for each of their marketing channels. If a specific marketing channel fails to meet your expectations, consult with a professional marketing firm about how to make the channel more productive or eliminate it from your marketing mix.

More Articles on Marketing

Based on your interests, we think you may find these additional resources to be of interest.

Creating an Effective Marketing Strategy

Selling a Dental Practice

Unique Selling Positions

Television Advertising Costs


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Do you have any more tips about marketing dental practices? If so, submit your comments and suggestions so other business owners can learn from your experience.


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