SO HOW CAN DENTISTS MAKE AN ACTIVE DENTAL AD THAT WORKS?

IS IT EASY?

While dental advertisements come in a variety of shapes and sizes, all great dental marketing campaigns share several common characteristics. The most prominent characteristic of an effective dental advertisement is that it is impactful. A dental advertisement only has a few seconds to catch a potential new client’s attention so it must be concise, coherent, and specialized to the needs of a new client. For a dental advertisement to achieve this, it must deliver information efficiently and be memorable. Powerful dental advertisements use meaningful and thought provoking messages delivered in ways that effectively catch the attention of their target audience. That being said, different target audiences may require different means of delivering these messages. There is a wide variety of dental content that dental and medical marketers can use, so it is crucial that their marketing plan resonates with their target audience as effectively as possible. Different age groups have different dental and medical needs, so they look for different content to meet their specific needs.

 

The age group over 50 or 60, which comprises roughly 23% of the population in the United States, enjoys advertisements that are simple, yet pay close attention to detail and accuracy. In the past, this age group typically used printed media to find companies to meet their dental needs, their use of desktops and tablets is increasing gradually and will continue to do so as the younger age groups that have more perverse technology usage. A 2018 Forbes article found that 82% of this age group has at least one social media account, the most popular platform being Facebook. This age
group is also the most likely to be searching for dental advertisements pertaining to dental implants, veneers, or crowns. Considering these factors, a dentist office offering these types of services or targeting this age group may want to consider using Facebook or weekly newspapers as their main advertisement methods. The advertisement must be eye catching and impactful, as the potential new dental patient will be scrolling through their page or scanning the array of print advertisements quickly, only glancing at each article for a few seconds. For a dental Facebook advertisement, an educational video with a unique cover will allow dental marketers to catch their audience’s attention with a clear but interesting cover, with key words followed by an educational and informative video. This will allow the target audience to get a good understanding of what your dental company has to offer which they tend to appreciate. Printed dental advertisements, possibly in the form of newspaper articles or pamphlets, should use keywords, be eye catching and informative, and provide social media and website information so potential new dental patients can look more into a dental practice services. While Facebook and printed advertisements and articles may be ideal for an older target audience, the dental marketing techniques used in this age demographic and those used impactful for people in the 30 to 50 age group vary. Technology use is much more popular in this age group compared to the “baby boomer” generation, so dental marketers may want to consider implementing dental advertisements on several different outlets like Facebook, Instagram, and Google dental ads. While this age group also enjoys concise and informative advertisements, they are also concerned with the credibility of their dentist or medical provider. They enjoy reviews and testimonials, so an advertisement showcasing an award given to a dentist or golden reviews may be one of the most effective ways to resonate with this target audience. This content may come in the form of short videos, testimonials from professionals, or emails or blogs that provide a concise but descriptive overview of what that dental team has to offer. Since this generation uses technology more profusely, it is crucial that a dental company have a strong dental site. The dental website should be very informative and provide clients with any information pertaining to their dental needs. For a few examples, this could come in the form of a public review section, a FAQ page, contact information, or a live chat feature for any unanswered questions the potential new client may have. The youngest age demographic, those 30 and under use technology in almost every aspect of their lives. They have grown up surrounded by the use of cell phones, tablets, and computers, and often use different media platforms to access all forms of information. Unlike the 50 and up demographic, this age group rarely reads print material other than books. Printed dental advertisements that are targeting this age group in magazines and other forms of print material will likely not reach a significant amount of the desired audience. When creating dental advertisements and marketing strategies aimed toward this age demographic, dental and medical marketers should consider using a wide variety of digital ads on several different media platforms. The most popular amongst people in this age group are LinkedIn,, Instagram, and Twitter. For this reason, it is crucial that a dental company not only have strong advertisements but strong dental social media platforms as well. A dental Twitter, Instagram, or LinkedIn account should provide clients with factual information and stories of personal experience from clients. New clients know that dental hygiene is very important, so providing them with examples of customer satisfaction may help make an advertisement slightly more impactful if it is supported by the corresponding social media platforms. If a dental marketing plan were to opt for written dental articles to attract new dental clients and patients in this younger age demographic, they must remember that this age group’s technology use has turned them into amazing multitaskers. They want a lot of information and they want to obtain it quickly. That being said, articles should be brief but informative and attempt to demonstrate how the company’s services will help the new client in more ways than simply dental hygiene. This age group is drawn to dental advertisements that give them incentives to pursue a dental company’s services. For example, a dental advertisement showing an apparently successful person with amazing teeth could be an incentive for a young new client to invest in dental veneers or braces. First impressions are extremely important in the professional world, and dental hygiene plays a key role in how others perceive someone. Such a dental advertisement may make a young new patient believe that the dental team’s services will help them be successful in the future. Furthermore, this age demographic responds very well to factual data and statistics in the form of dental digital media. If the dental marketing campaign is targeting this age demographic, they should strongly consider pushing dental advertisements that motivate potential new dental patients to follow through with the prospective dental organization through strong dental social media platforms. A crucial part of a successful dental advertising campaign is understanding what potential new dental clients want and need. Different age demographics use different means to find the dental team’s that will meet these criteria. For a dental company to successfully optimize its advertisement views from its target audience, it must create a dental advertisement that resonates with them in every possible way. In other words, a successful dental advertisement must be accessible and applicable to the needs of the new dental client base. This is the first step in creating a fruitful dental marketing campaign. It is then up to the dental office to showcase why it is specifically the best option for the new client to fulfill their dental hygiene progress and needs.