When Nobel Biocare asked Balihoo to partner with them to provide local consumer advertising for their dental implant clinician clients, we jumped at the opportunity. We initially rolled out a subscription service that provides clinicians with a soup-to-nuts advertising campaign. We are excited to announce that we have added two new subscriptions to our service offerings. We have our clients to thank for communicating what they want, and we listened!

In the initial "Platinum" Subscription, we start by diving into the market to develop a cross-medium annual strategy with budget allocation, detailed tactics and demographic research. The service also includes a suite of creative material that includes TV, radio, print, direct mail, online, internet paid search - the full gamut. We load this material into our proprietary co-op marketing software where clinicians can customize it to their brand and objectives. Finally, we perform local media buying and post-buy analysis.

Having consulted with hundreds of dental implant clinicians over the past year, we have learned a lot about what they want in an advertising campaign. Importantly, we learned many clinicians are not ready to dive into a mass media advertising campaign, the cost barrier aside. They are simply not ready to see their name on TV or a billboard. This puts them in a defensive position with their GP referral base that they may not be ready to manage. They are, however, very comfortable with Internet marketing and hosting free patient education seminars through their local newspaper.

These learnings combined, we came up with the Gold and Silver Subscriptions.

Gold includes:

• Print (newspaper & direct mail)
• Online (Google AdWords bidding & E-mail)
• Microsite (w/customizable offers that update immediately)
• Media Buying
• Account Management

Silver includes:

• Online (Google AdWords bidding & E-mail)
• Microsite (w/customizable offers that update immediately)

The Gold subscription includes material focused on marketing patient education seminars. Silver will eventually include microsites that market dental services other than implants (i.e. wisdom teeth, veneers, crowns and bridges, etc.) We will continue to deliver services as our clients ask for them and always welcome new ideas!
Are you a Nobel Biocare customer? Are you interested in local marketing ideas to grow your dental implant business? Go to www.dentalmarketing.balihoo.com to learn more or download our whitepaper here.