We work with a number of general dentists who perform a smattering of treatments ranging from family to cosmetic to sedation to placing dental implants. Local marketing and media buying is all about efficiencies. You will spread your message too thin trying to market all of your procedures to all local consumers. You might as well spend your money on a new car.

It's easy to develop the "all things to all people" disease in general dental marketing. Unless you have extremely deep pockets, you need to focus your message and media vehicles on a target demographic for targeted procedures. Ask yourself which procedures best support your business and which ones have the most potential for growth.

For example, if you want to grow your dental implant business, target 50-75 year old females with $75-100,000+ annual household incomes. Ask the consumer to call to schedule a free treatment consultation and to learn about your finance options. Then run this message across an integrated media campaign - while she is watching her favorite TV programs, going through the mail at home with a direct mail postcard, in her subscription lifestyle magazine and on the Internet on a local news website where she checks the weather and reads entertainment.


If you want to market wisdom tooth extractions, target 35-54 year-old mothers with teenage children with broader income ranges ($50,000+). Offer a free consultation and x-ray with mention of the advertisement, and include an expiration date. Start a Facebook business page with a contest to win a $1,000 scholarship for a student who has their wisdom teeth removed at your practice.

Want to learn how to build an integrated media campaign focused on the right target patient? Learn about our dental marketing platform at www.dentalmarketing.balihoo.com and contact us for a free consultation.