How to Market Neuromuscular Dentistry - Page 3

External Marketing

To date, there has been little external NMD marketing. While the science has been around for over thirty-five years, it has only recently begun to gain acceptance in the dental community thanks to LVI. As more and more dentists and patients begin to see the amazing, life-changing results, the acceptance level will rise. Ultimately, the best way to inform prospective patients about the benefits of NMD is through external marketing.

This lack of awareness in the general public does make it much easier for you to capture a position in the mind of the prospect because you don't have any competition. The downside is that, with little to no market awareness of the product, it takes repeated exposures to achieve the results you desire.

Following are a list of popular mass media outlets and some tips on getting the most out of each medium.

Newspaper

Newspaper ads are an excellent way to pre-qualify prospective patients. With only a few lines of copy, you can give patients enough information to help them determine if they should learn more. Newspaper advertising offers frequency (provided it's a daily paper) and is usually cost effective. Ads should be at least 15 to 21 column inches - big enough to be seen, but not ridiculously expensive.

If your practice is in a metropolitan area, consider zoned editions of the paper to reach readers in your immediate market at a lower cost.

Lifestyle Magazines

While newspaper advertising allows for frequency, lifestyle magazines offer a more targeted approach. Readers are typically well-educated professionals who have an active interest in their health and appearance. Ads in these types of magazines should be full-color and full-page if possible. While 1/3 and 1/2 page ads are more affordable, they are more likely to be buried in the back of the magazine and less likely to be noticed. Again, frequency is important. If you can only afford two or three insertions in a monthly magazine, put your money elsewhere.

Advertorials

Advertorials allow for considerably more information than a typical print ad. This would be an excellent venue to tell a patient's own story, or educate the patient about signs and symptoms in greater detail.

Direct Mail

Direct mail is an effective compliment to other forms of external marketing. By specifically targeting zip codes and income levels, you can eliminate wasted circulation and reach those prospects who are most interested in your services. Formats for direct mail can include oversized postcards, brochures, or article driven "mini magazines."

Because direct mail is considered an immediate response medium, the mailer must have a prominent offer or call to action, or it will end up in the trash with the credit card offers. Direct mail is all about penetration and frequency. Expect 1-2% of recipients to respond with a successful campaign.

Radio

Used in combination with another medium, radio can be very effective in generating new leads. Radio can quickly capture the listener's attention with a creative message. Messages about bite pain, migraines and neck pain can lead the listener to a website or a call for a consultation.

Radio is best done in "flights" - bursts of several weeks of heavy advertising followed by a hiatus. Public radio and talk radio stations are excellent ways to reach your target and are less expensive. When choosing FM stations, look for work-appropriate formats such as oldies or soft rock to reach professional targets. Make sure to run a minimum of eighteen spots per week to reach listeners with enough frequency.

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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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