You Have to Speak the Language

Every day I see advertisements from dentists in which they make one fundamental error. That mistake is that they focus on the dentistry from the dentist's perspective, rather than from that of a consumer. These advertisements use terms like "dental implants" and "porcelain veneers" in the sadly mistaken belief that the average consumer understands what they are talking about. In reality, they might as well be speaking another language.

The first step in creating an effective advertisement comes in identifying a common dental health problem, a problem that the average consumer can relate to. For example, if it is your goal to attract more dental implant cases, you might identify problems like uncomfortable or unstable dentures that prevent people from enjoying their favourite foods. This is certainly one problem that will connect with many denture wearers.

Once you have identified the problem, you can identify the solution. Be sure to do this in a language that the average consumer can understand. (Remember, the typical adult in North America reads at a grade 10 level. Trust me, the average person has no idea what an "avulsed" tooth is.) The ad should also identify you as the only logical choice to deliver this solution in a professional, prompt, and caring manner.

Next, ensure that your advertisement encourages the reader to make an immediate response. As consumers we are bombarded with hundreds, if not thousands, of marketing messages each day. If you don't give the reader a reason to act immediately, the chance of them ever acting on your advertisement will diminish every day.

Finally, make it easy for patients to contact you and to find you. Since telephone is the most likely method of communication, be certain to place your telephone number in a manner that makes it easy to find and read. Convenience is important as well, so be sure to include a map or a description of your location.

With ever increasing competition and regulations limiting the ways in which dentists can differentiate themselves from other dentists, it is vital to create advertising vehicles that target the people most likely to become your patients with information that is relevant and motivating. By following the few steps listed above, you will be on your way to creating more effective and rewarding marketing mix for your practice.