Targeting the right audience for the lowest CPM.
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.
Building brand awareness through mass media.
For multiple offices or DSOs (Dental Service Organizations), there may be enough geographical coverage to merit mass media such as Broadcast Television, Cable Television, or Radio or outdoor. If a dental group can justify mass media, this level of advertising will serve as the basis for building brand awareness, which is the first step in reaching a large number of potential patients. Cable Television can target an audience with a smaller geographic zone and great targeting ability. Not all mass media has to be expensive or lend itself to wasted reach.