Creative messaging sits at the core of all good advertising. While the principles of effective advertising are not rocket science, coming up with the perfect idea takes skill. Positioning on what makes a DSO unique and different is part of the charge, but it's more than that. We consider the competition's positioning and creative message, so there is separation and we break through the clutter.
The typical ad with a dentist working on a patient doesn't work. It's common and boring. An ad with dentists and their staff is worse. This approach doesn't sell the core benefit of dentistry. (We're selling a service that nobody wants, but everyone needs). The real benefits to visiting the dentist are piece-of-mind and good health, and/or the fear of a bad appearance and poor overall health. These core consumer needs and desires should be at the core of effective dental messaging.
If your DSO's ads are tired and ineffective, and you need a fresh perspective, reach out to us at Medina Communications.