Does Your Practice Have a Fleet Of Vehicles?

Perhaps It Should.

With fee-for-service dentistry emerging as the dominant business driver for most aesthetic practices, it is becoming increasingly important for doctors to invest in a fleet of vehicles to make deliveries. That's right. The aesthetic oriented practice needs a fleet of vehicles to deliver its advertising message to qualified prospective patients. Nobody will get the message of the practice unless the deliveries are made.

So, what kind of vehicles should the practice have in its fleet? There are a wide variety of options, and once the doctor determines what to say and to whom to say it, the best choices become more obvious. More often than not, however, the vehicles need to be "test driven" in order to see if they are delivering the message effectively.

Newspaper

Newspaper advertising can be thought of as a white Ford Econoline van of media. Of all the media, it's usually the most cost-effective for overall cost per person reach, and even more cost effective when using zoned editions. Newspapers deliver the message of the practice with great frequency, which is useful when building "brand" identity or creating awareness. However, because everybody reads the paper, this vehicle will sometimes deliver the message to the wrong address. The key is to be so specific with the message that recipients know who it's for.

City/Lifestyle Magazines

These publications, especially in more metropolitan markets, are comparable to a nice Mercedes Benz luxury sedan. They pack a lot of style and sophistication along with a host of extras. They do a good job at delivering the message to the most appropriate prospects for aesthetic dentistry, and frequently publish health editions and offer free press opportunities to advertisers. But, it's a good idea to an eye on the price tag!

Yellow Page Ads

The Ford Taurus of media-everybody's got one! Performance isn't top of the line, and they're not terribly flashy, but they get the job done. However, as with newspaper advertising, Yellow Pages advertising is seen by many people, many of whom aren't good prospects for aesthetic dentistry. Advertisers will want to track the mileage on this one to make sure the ad is producing its money's worth!

Radio/Television/Cable Advertising

The broadcast media are probably most similar to a brand new Chevrolet Corvette convertible. What's the use in having one if it's always parked in the garage? The point is to be seen (or heard) in all the right places. Radio, broadcast television and cable let the advertiser do that. The advertiser can choose when they are seen (by choosing "dayparts") and where they are seen (by choosing programming/stations).

However, people lose interest quickly these days, so it's important to be seen over and over again. Drive around every day, and people will know who you are!

Direct Mail

This might seem a little silly, but direct mail is a lot like the neighborhood ice cream truck. It can be sent out into specific neighborhoods to deliver something special (a promotion, e.g.) to people who are predisposed to buy the product. Not everybody buys, so it's usually necessary to target multiple neighborhoods to get the desired volume. However, once new customers are found, they can usually be depended upon as repeat customers and potential referral sources.

Brochures/Collaterals

A good brochure for the practice can be best compared to a big SUV like the Toyota Land Cruiser-it has great utility, and can be used in a variety of applications. Take them "off road" and hand them out at speaking engagements, or mail them out to prospective patients. Around town (in the office), they perform just as admirably as patient education materials with a sales pitch. These babies pack a big punch and can carry a lot of information. A true workhorse for any practice, collateral brochures deliver their money's worth many times over.

Website

There's nothing better to compare this relatively new media to other than a bright red Ferrari Testarossa. There's a lot of "flash" on the outside, and plenty of muscle up under the hood. Cosmetically speaking, Flash® animation on a practice website commands the attention of prospective patients, conveys an image of success, and seductively draws them inside. That's where websites really shine as a media-power, substance and extras-with a whole lotta style! Not for the faint of heart, website development usually requires a substantial initial investment that may prevent many dentists from sliding behind the wheel.

Just like most modern families, one vehicle isn't enough anymore. Most households have a SUV or minivan for the general family outings, and a luxury sedan for nights on the town. By combining reach (number of people viewing your message), frequency (how often do people see your message?) and target (the kind of people best suited to respond to your message) through a variety of vehicles, you'll find yourself on the road to success. Enjoy the journey!

Xaña Winans is the president and owner of Golden Proportions Marketing, and Bill Tobin is the Senior Marketing Director for the company. GPM provides marketing and advertising services for dentists seeking to promote aesthetic and neuromuscular dentistry. www.goldenproportions.com

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Golden Proportions Marketing Company - Providing services in Custom Cosmetic Dentistry Advertising, Marketing Plastic Surgery Practice, Medical Logo Design and Dental Office and Patient Marketing.

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