How to Reach All Your Target Markets for Implants and Other High-Production Cases
We’ve been providing our Custom Magazine Program since 2007, when a dentist friend of mine asked us to market for his practice as his current marketing wasn’t getting him the high-production cases he wanted.
My partner and I come from a corporate, market research and ad agency background, so we put our heads together and worked out how to really reach target markets for large cases. We knew we could get internet marketing reaches, but that missed out a lot of key target markets, so we explored direct mail. However, from our research, traditional direct mail was mostly producing hygiene new patients.
To work, we knew the direct mail piece needed to fulfill the following requirements:
It should be able to reach all the target markets for large cases, such as implants, full-arch, cosmetic dentistry, full-mouth rehabilitation and laser gum treatment.
The target public should be attracted to and actually want to read the piece.
Above all, we wanted the piece to produce qualified new patients for the practice.
We developed the custom magazine to meet these requirements. We also streamlined the creation, printing and distribution process so we could offer it at an affordable cost per magazine.
To create the magazine, we use all the standard marketing tools used by successful companies and ad agencies. This includes market research and surveys to understand how the target market thinks. The whole magazine is created around the wording (hot buttons) and imagery that we know will attract and interest your target audiences.
A Gilleard Custom Magazine:
…is sent to very specific target neighborhoods
looks, feels and has the authority of a commercial magazine. It is a strong endorsement of the doctor and practice.
…is inviting and engaging. People want to look through it and read it.
makes the person feel comfortable and confident about going to your office.
uses hot buttons and appropriate imagery along with the right amount of information, to get the reader interested in getting the dental work they need, at your office.
Since that fateful day with our dentist friend, we have created hundreds of custom magazines for all kinds of dentists and dental specialists throughout the US, with often spectacular results, such as people coming in with the magazine in hand ready to get tens of thousands of dollars worth of dental work, or practices experiencing huge jumps in income and profitability.
We would love to be able to help your practice increase their implant and other high-production cases.
All the best,
Keith Gilleard
