Retail Environmental Marketing
It's typical in the dental business that doctors grossly underutilize their exterior and interior space as a sales tool. While most dentists have an exterior sign, that's about where it ends.
Medina Communications developed a retail branding and signage program that was comprehensive and maximized the sales opportunity to drive more patients.
Window graphics are a great opportunity because of their size and exposure to the street. For Comfort Dental, we emphasized a $19 New Patient offer that matched the mass media and digital media campaigns. Inside the office, we utilized wall graphics in the lobby area as well as in the operatory. Dentists were given various thematic options to provide some customization. We also produced various posters and wall graphics with the kid character, "Toothy" to appeal to families and create a more friendly environment.
But we didn't stop there. Every office has Comfort Dental TV and Comfort Dental Radio. The digital TV network was custom programmed and featured community partners and successful student athletes, plus news and weather updates from a separate streaming partner, and of course branding 30-second ads from Comfort Dental. Comfort Dental Radio featured popular music, and audio ads for Comfort Dental. We also enhanced the telephone on-hold message so the messaging was consistent with all other media in the offices.
Over time, maximizing the visual space and utilizing digital TV and radio built a stronger brand connection that provided a more pleasant dental experience, and resulted in more repeat patients and more referrals. Medina Communications regarded the retail environment as a critical link in the marketing chain. Over 20 years, this key marketing strategy, along with other marketing programs resulted in a 500% growth of both dentist partners and number of offices across 13 states.