Advertising has always been about getting the right message to the right audience at the right time. But in today’s fast paced digital world, how are dental marketers supposed to do this?
It’s all about reaching your dentist prospects online when they are behaving like consumers, not dentists. There’s no denying it - marketing campaigns that are less intrusive are more effective. Here are 3 ways to reach your dentist customers in surprising yet relevant ways…
Be remarkable
When a dentist sees an ad in a trade show pamphlet, it’s routine. It’s expected. When they see your ad while scrolling through Facebook on a Sunday morning, it’s more unexpected, making it more impactful and giving it a higher potential to cut through all the online ad clutter.
Don’t believe this? Online users who are retargeted are 70% more likely convert. Placing ads out of context makes a more memorable impression in a less obtrusive way.
Focus on your audience
The next time a sales person boasts about their online ads earning 100,000 impressions, ask them who exactly is seeing the ad. Most likely, it’s 100,000 users who have been identified as “potential dentists” – meaning the pool could be made up of dentists, but also dental office managers, dental industry advisors, even students or spouses. And often, these people may see the ad one time.
Instead, target a more refined audience of verified dentists and place ads in front of this smaller audience more times. This is not only a more effective strategy, but it’s the only way to penetrate the online dentist audience.
Take a multi-channel approach
The odds of a dentist visiting your website one time and making a purchase are, unfortunately, slim to likely none. Dental marketers need to reach customers at all times while they are making their way through the purchasing journey.
Place ads on sites where dentists may travel in their personal time – search engines, news websites, social media – and use various formats including display, video, content syndication and mobile ads, to name a few.
The average dentist sees thousands of messages in a single day. Use varied yet strategic methods to cut through the clutter and get your message seen by more of your customers every day.
Naomi Cooper is CEO and Co-Founder of Doctor Distillery. With over 15 years in the dental industry, she is a respected dental marketing executive, strategist, consultant, author, speaker and industry opinion leader. Naomi has worked with dozens of leading companies across the dental industry, helping them to develop a cohesive marketing approach and creating tangible results for their marketing efforts aimed at the dental professional. For more information about how Doctor Distillery can help dental marketers reach 180K dentists online, email Naomi at naomi@doctordistillery.com or simply click here.
