Go Where They Are!

Now, back to business…

“Go where they are!”

How would you like to do more of a specific procedure that you’re
currently doing?  Invisalign?  Veneers?  Sedation?  Implants?
With the right TARGETED marketing approach, you can.  Emphasis
on the word “targeted”.

So how do you target the right people?  All the information you
need could be right there in your office.

First step, learn as much as you can about the patients that
have already done the procedure in question.  Look for a particular
bias in demographics:

- Age (is there a dominant average age?)
- Gender (is there a significant bias?)
- Location (are many from the same part of town?)
- Income level (white collar, blue collar?)
- Education level (are they all college graduates?)
- etc etc

Now…Go Where They Are!

Once you’ve figured out any biases among those patients who are
committing to the procedures you’re interested in building, your
next step is to find out where those people are, and go there.
Your marketing message, if properly targeted, has a great chance
of finding them!

Example: A colleague recently mentioned that the average age of his
6 Month Smiles ortho patients is 21.5 years old.  Brilliant for
just knowing that!

Where do early 20-somethings hang out?  Where is it most likely
that they may see your message…and others may see it less?

Whichever media you choose, you’ll want to gravitate toward the
media that is inclined toward that age group.  For starters,
think Facebook (which allows targeted ads), or certain radio
stations that play popular music.

Using this strategy helps you refine your marketing reach toward
those most likely to respond…and limit the wasteful expense of
“shotgunning” your marketing message to an untargeted audience!

All my best,
Chris

PS: Would you like more personal guidance for you and your practice?
If so, shoot me an email at DrChrisBowman@DentalInsiders.