According to data from the American College of Prosthodontists, a significant portion of the U.S. population experiences tooth loss:
- Approximately 178 million Americans are missing at least one tooth
- Nearly 40 million Americans are edentulous (completely without natural teeth)
These figures underscore a substantial market opportunity for dentists. A strong full-arch marketing strategy should leverage multiple tactics to reach potential patients effectively. Customization is key because each demographic has unique dental needs.
Let’s take a look at what works and what doesn’t
Funnels/Landing Pages
These have various pros and cons. As competition increases, the cons start to outweigh the benefits for many dentists.
Pros
- You can get a high volume of leads.
- Your landing page can convert better than your website.
- Some programs include appointment/sales centers (at a cost).
- Can be a great option for dentists, with prices considerably lower than the average in their area.
Cons
- Most landing pages are geared toward getting the low-hanging fruit of people who are already shopping for full-arch implants. This omits a large section of the potential market.
- The high volume of leads can be difficult to get into the practice, as many are impulsively answering quizzes or just shopping around. We routinely hear from dentists that they have received a high volume of leads, but have been able to get only a tiny percentage to actually show up.
- The office front desk can get very busy handling the high volume of cold leads.
- Most landing pages do very little, if anything, to market that practice, and people don’t really know who is trying to contact them or what benefits there are to going to that practice. This makes the shopper problem even more acute.
- Required budgets, especially in highly competitive areas, can be very high.
Summary
The usual full-arch landing page featuring a quiz can be a good option for dentists who have highly competitive prices and/or a well-formed scheduling and treatment acceptance line, without having the doctor spend a lot of time on the consultation.
How to overcome the “cons” of funnel marketing
Gilleard Dental Marketing has created a full-arch and implant mini website designed to showcase your practice and attract and engage full-arch markets that are often left untapped by traditional landing pages.
Similarly, our ad campaigns are designed not only to attract people actively looking for full-arch, but also those seeking a solution for their bad teeth who are not yet ready to commit to full-arch teeth replacement. We can be more precise in our targeting and generate more qualified leads with a lower budget.
Search Engine Optimization (SEO) and Local Search Optimization
SEO can help your website rank higher on Google. Local search involves optimizing your Google Business Profile (which appears on Google Maps) and other Maps and directories. If an area is competitive and an office is starting out from a low ranking, this process can take a while, and other marketing should be done at the same time.
Search engine optimization is an important part of any full-arch marketing so that people can find you organically or on maps. However, the good work done with SEO can be rendered invalid if your website is not designed to engage and convert visitors.
We have studied many dentists’ websites marketing full-arch, and the vast majority have poor implant and full-arch web pages that neither adequately promote the practice nor engage or mobilize the reader. Often, the websites do have a decent home page, but the inner pages don’t follow through. Our websites are highly personalized, including the implant and full-arch pages.
Pay-Per-Click Advertising (PPC) and Facebook Ads
Gilleard Dental Marketing is a Google Partner, and our PPC managers are Google Certified. We have been doing PPC for dental implants since 2008.
Most websites’ full-arch and implant pages are too generic and lack marketing elements to be successful for PPC or Facebook Ads. Hence, many dentists turn to separate landing pages. Your website can succeed with PPC if it is designed to engage and motivate visitors to contact the office. PPC to one’s own website rather than a landing page has many benefits, including more credibility, more information about the practice, and the ability to find your website again. But you have to have a website that serves as a marketing vehicle.
Direct Mail Implant Marketing
Direct mail for implants usually consists of postcards or brochures. A plus of any direct mail is that it can be sent to key demographics who may not be looking online for full-arch services. Direct mail also lets people in your area know that your office is there and ready to provide full-arch treatment.
Postcards
Due to their limited space, a postcard works best with a good offer (such as a free consultation) or low prices. However, a free consultation as the main component of a postcard can attract shoppers who are not invested in visiting your practice. A solution is to direct the recipient to your website, which only works if your website converts well. In general, we have found that postcards are not very effective for full-arch.
Brochures
Brochures can perform better than postcards, but it depends on the size and content of the brochure. Most brochures are too generic and templated to be workable for full-arch.
Custom Magazines
Unique to Gilleard Dental Marketing are fully customized direct-mail magazines. Unlike either a postcard or a brochure, the magazines have plenty of space to fully showcase your office and your full-arch treatment. Their size, attractiveness, and authority as magazines help brand your office in your community. We distribute them to select neighborhoods chosen for their demographic compatibility. Custom magazines can attract many full-arch patients who would be very hard to find or obtain online. They cut through the competitive digital landscape and go straight to the consumer.
Want to know what the best marketing would be for your practice?
We’ll evaluate various factors about your practice, full-arch treatment, and budget, and recommend the marketing that will get you the best returns.
Call 855-486-2410 or request an appointment online.
