All media options have their pros and cons. Outdoor billboards also provide for zoned geographic reach but more waste. Event marketing is an excellent opportunity to meet people one-on-one but is time-consuming and an expensive CPM. One of the more effective marketing tactics is fliers passed out to homes, apartments, and businesses within a 2-mile radius. That’s a lot of effort, but it’s often worth it to drive new patient visits to meet people first-hand.
2013 through 2021 Medina Communications executed annual national outdoor campaigns for Comfort Dental. Markets included Arizona, Colorado, Indiana, Kansas, Kentucky, Missouri, Nebraska, New Mexico, Ohio, Texas, and Washington. The strategy was to secure outdoor inventory on high traffic arteries reaching the greatest number of potential patients. It was also important to ensure outdoor boards were right hand reads, facing in the direction heading towards each Comfort Dental location. Outdoor creative strategy was consistent with the national creative campaign. Outdoor creative was simplified to ensure motorists could easily read the campaign message traveling at over 55 miles per hour. Rates negotiated saved the client over 20% per market. Production costs were also negotiated to include the first vinyl sheet at no charge. By negotiating favorable outdoor campaigns with strategic execution reaching millions of motorists, Medina Communications helped to build the Comfort Dental brand into one of the largest dental franchises in the country.
Here are links to some Comfort Dental creative:
If you’re a dental office or DSO looking for 20+ years of dental marketing experience, you’ve come to the right place. Medina Communications spent years building the Comfort Dental brand, beginning with just 30 offices in 2001, and growing to 180 offices in 10 states with over 500 partner dentists. Comfort Dental is the largest dental franchisor in the U.S., and our experience was in both patient and new partner marketing.
Dental marketing is a bit like selling something no one enjoys. 50% of the population don't visit a dentist regularly. The other half has chosen a dentist either by proximity, brand awareness, referral, price, or all the above. Regardless of a dentist's business model (high volume and low cost, or low volume higher cost), it's about targeting the right audience for the lowest CPM. Granted, not all CPMs generate the same results.