You probably remember when Apple’s iPod was first released in the early 2000s. The catchy silhouette ads they used to popularize it appeared on TV and billboards around the country.
Looking back, it seems an obvious winner, but in fact the hardest task a marketer has is to popularize something that people have no experience with.
People don’t search on the internet for things they don’t know about. And this is where marketing full-arch treatment parallels marketing the original iPods.
Just like most people didn't know about MP3 technology before the iPod, most people don't know about same-day full-arch treatment technology.
How to Reach Your Target Audiences For Full-Arch Treatment
There are many target audiences that would love to get their teeth fixed or replaced if they knew there was a fast, effective and relatively comfortable way of doing it. Most of them are not searching on the internet. The amount of monthly searches for terms like "all-on-4" or "new teeth in a day" are very low in comparison to "dental implants," (for example).
You have to reach these people through marketing and advertising that goes to them. One way is through direct mail. But there is a caveat to that, to have impact it needs be direct mail that is attractive and authoritative and has enough space. This is why we developed the Custom Magazine Program. With their glossy, impactful 4-color, 12- or 16-page format, they are both attractive and authoritative and have enough space to actually do their job of marketing full-arch treatment, along with other larger procedures.
Target audiences we typically reach with our custom magazine direct mail program:
- The older, 60 to 80+, demographic.
- People who are afraid of getting major dental work done.
- People who have given up on being able to fix their teeth.
- People procrastinating about dental treatment they know they need.
It will also reach people who are looking for a good doctor. There are other ways to directly reach all your target audiences for full-arch treatment, such as TV and radio ads. Social Media such as Facebook can also work but it's not as direct and can take a lot to convert the person to an actual new patient. We have found that direct mail with the custom magazine program allows us to reach right into the exact neighborhoods that match the demographics for full-arch treatment, and at cost-effective rates.
Success Story from Rishi Kapur, DMD
“Before sending out the magazine, we got about 2 full-arch cases every other month. We are currently getting 8 full-arch cases a month!”
“Gilleard’s marketing provides our prospective patients an opportunity to connect with our dental office before they even arrive. The magazine educates them enough, and they feel like they already know you. They come in knowing they want the treatment and are just like ‘How can we finance this? How can we do it?’
“We have been mailing magazines out for the last year, and have seen a huge increase across the board with new patients for dental implants, Invisalign and teeth in a day. Before sending out the magazine, we got about 2 full-arch cases every other month. As of November 2020, we are currently getting 8 full-arch cases a month!
“In an age of digital marketing, Gilleard’s unique approach has set us apart from others. I cannot thank Keith and his team enough for their help. Thank you.”
Update October 2021:
“The magazine is geared to the type of patients we want, the older demographic. It’s been phenomenal. Someone even came 10 months after getting the magazine, he had been waiting to come and see us. He had the magazine all crumpled.
“You have had a real positive impact on us. We were doing well before but it has really gone to another level and a lot of it can be attributed to the magazine and its content. We went from $3.5 million before the magazine to $4.5 million at the end of 2020 and that was with being closed for 2 months. Now we are on track for $6.5 million. Major credit goes to the magazine.
“I told one of our colleagues in Georgia about the magazine as he asked what our secret to success was. He signed up with you and said that after just one month of distribution of 5000 he made the money back from the magazine, and more.”
Rishi Kapur, DMD