• Dentists: To Advertise or Not to Advertise?


    November 28th, 2010adminarticles

    Shrewd business owners know a thing or two about value advertising plan when they see it. And dentists aren’t an exception. With the tough local competition dentists face, the often resort to measures not regularly practiced by other health practitioners – heavy, targeted publicity not only limited to posters and postcards, but also engagement in online advertising campaigns.

    It’s no surprise – dentists are ready to invest in “sound marketing” to get more patients, but little do they know how advertising can be a hassle – and a losing gamble if the cards are not played right. Advertising on the dark side of the earth is what I mean. Expensive subscriptions, self-deprecating business write-ups, and lanky geo advertising campaigns – these are usual causes of less-than-stellar payback.

    How do I know if I’m doing it all wrong? Do I need someone to help me advertise?

    Advertising on your own is big mistake, because campaigning and branding needs two or more people to make it work effectively. Hire a campaign manager who has:

    1. A portfolio of successful campaigns to back his credibility

    2. A foray of different marketing styles: guerilla marketing, social network marketing, email campaigning, ebook writing, video marketing, etc. (the list goes on)

    3. Dedication and competence to work on his own, with little supervision coming from you.

    4. Knowledge in using analytics/intelligence software, such as Trellian and Google Analytics.

    5. Aptness in using designing software: Photoshop, CorelDraw, InDesign, After Effects, Pinnacle Studio, etc.

    Where do I need to advertise?

    Before you advertise either locally or online, make sure you have a website. People are more drawn to businesses that have informative websites. Get a web designer to work on your dental website, and after it’s done, advertise on the channels below:

    1. Dentist directories

    A majority of dental directories have “premium” ad spaces for paying members, meaning your ad is sure to go on top of other listings on select keywords, like “[your location] dentist”. But be warned, as a lot of directories rank lower than you would expect, so make sure you’re advertising on a directory that appears on the first page of Google’s SERP for commonly searched keywords, like “find a dentist”, “dentist directory”, “1800-dentist”, “dentist near my area”, etc.

    2. Review websites and web mapping services

    Google has a lot of free publicity features for its users, so signing up for their services is very important. Dentists normally have a physical location, so it’s very easy to sign up for Google Maps. The software will automatically map your location, and voila – potential clients will know exactly where your dental office location is.

    Insider Pages and Merchant Circle are two of the most popular review sites for dental offices. Getting a lot of positive reviews is a necessity, so sign up for these websites and encourage your patients to drop a testimonial on your review page.

    3. Social media pages

    Social media is the thing these days. Alexa.com ranks Facebook on top of Google based on minutes spent online, so it’s better to capitalize on what’s hot before advertising prices go higher. Microblogging services like Twitter, Plurk, and Tumblr are free to use and have a lot of viewers, so you need to engage in those services too.

    Going back, Facebook allows you to create pages for your business for FREE, and managing multiple social media accounts is quite easy with the help of freeware applications like TweetDeck and Seesmic. You should get as much followers/fans for your social media accounts, and more importantly if they’re geo targeted, or living within your neighborhood.


 Advertising has changed drastically, just in the past 5 years. It has become harder and harder

to have your dental practice stand out. bao cao su nữ