Dentists - Help Future Patients Get To Know You Through Local Media Niched Offers
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Don’t think you can afford to promote your practice through mass media? Consider the affordable smaller circulation of local media.
By Chuck McKay
It’s an advertising truism that people would rather conduct business with someone they know than with a stranger. My colleague and Wizard of Ads ® partner, Michele Miller, recently wrote of a personal experience that illustrates this tendency. I wrote about it myself a few years ago.
In his book, the 4-Hour Workweek, Timothy Ferris points out “Most people will choose unhappiness over uncertainty.” This is a practical observation which reinforces the second level of Maslow’s hierarchy of needs – the need for safety and security.
It’s the reason people stay in jobs they hate, keep going to the hairstylist they don’t much like, or continue to use the services of your competitor. They don’t necessarily like him, but they don’t know anything about you. Under those circumstances they aren’t likely to choose you, are they?
How do they get to know you?
You create multiple points of contact. And, you accept that promoting your practice is a process, rather than an event.
Like the Phoenix Realtor in Michele’s example, you may find a relatively inexpensive advertising opportunity in the smaller, local media. Or perhaps several. Maybe you can afford one local cable system TV network, the weekly free local paper, and some neighborhood direct mail.
Can we agree that there is little crossover audience between these audiences?
I think we can.
Although this would be considered a bad thing if we were trying to create a “branding” campaign for image, it’s perfect to allow you to target specific groups of prospective patients through specific offers in the different media.
Call this strategy Local Media Niched Offers.
In your newspaper ads you could discuss the treatment of dry mouth. On cable TV you might focus on sedation dentistry. In your direct mail your letter could explain why a cosmetic dentist, (you), is now offering Botox treatments, and why people will find the process easier through your practice.
Choose the offer that most closely matches the audience you’re reaching through each local medium, and repeat it. Then repeat it again. From time to time freshen the ad, but keep focusing on the same offer to the same audience.
Where appropriate, offer incentives.
Reverse the risk with a strong guarantee. Create urgency. Give clear instructions of what you want them to do next.
With consistency, and solid offers, people will begin to find you familiar, and will more likely choose your practice when they become disappointed, or disenchanted, or just plain angry with your competitors.
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“Dentists - Help Future Patients Get To Know You Through Local Media Niched Offers” Copyright © 2008 Chuck McKay and AdvanceMyPractice.com. All rights reserved.
Chuck McKay is a business consultant in the practice of health care. Questions about Local Media Niched Offers may be directed to ChuckMcKay@ChuckMcKayOnLine.com.