Basics of Dental Advertising

2007-03-08 10:33:40

( Pharmeceutical-Medical )



Misgivings about Dental Advertising and Publicity

Many dentists and independent professionals have the common misconception that their expertise will get more business for themselves, often relying on word of mouth or referrals by medical insurance companies. Dentists regard media advertising as contrary to the integrity of the dental profession.

The fact is that advertising is still the most effective tool to promote a business, regardless of its size and nature. As in any other business, a dental clinic will benefit from using dental marketing and advertising strategies. Media advertising for dentists will reach larger numbers of people at a shorter time.

Dental advertising also helps dentists publicise not only their basic services but also other products they might want to sell to patients, such as teeth whitening products or cleaning instruments. Advertising your dental clinic helps create the need for your services that patients are otherwise not aware about.

The Right Dental Advertising Techniques

The most important rule about dental advertising is to be honest. Advertise only what you can really do for your patients, don't promise something that you can't deliver. Today's consumers can be influenced, but they are not mindlessly gullible to any sweet offers, and most patients want their money's worth of your dental services. Bear in mind that if a patient is not happy with your services, he has the right to refunds or you will hear from him in court.

The right choice of words or slogans can catch the attention of would-be patients. A brief but very understandable message will suffice. Use of color and pictures will also make your dental advertising message very attractive.

Use the proper venue for your advertising material. Yellow pages of phone directories and home magazines would be best for print advertising. You could also supplement your print media advertising with special columns that highlight special dental topics or issues.

Glamorous as they may seem, other media types such as billboards, television or Internet may also be costly. Of these three, Internet advertising may be most effective in reaching a huge number of prospects. You can put up your own website which should contain information not only about your services, but also other features such as online appointments, e-mail facility for patients' feedback, and informational articles such as proper care of teeth.

It is really up to you whether you want to use print or other forms of media, or even a combination. No matter what form of dental advertising media you use, the benefits must always outweigh the costs.


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