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PatricioSpectatorAnyone out there run any ads for their laser services on the radio? What was the response? Good idea or not so good?
Pat
jetsfanSpectatorI believe that a radio ad was run in the SF area in a coop marketing type strategy. I don’t know what the results were. Talk to Keith, he should be able to help.
JETSFAN
PatricioSpectatorJetsfan,
I called the marketing department on three different occassions the last being about that ad. In all three cases they promised to call me back and no one ever did.I have an ad ready to run. The station owner brought his family over to the laser and for the one hour whitening process and we are trading services. This seemed like a nice way to pay for something I hadn’t budgeted.
My sense so far is if your market has no laser competition so to speak it is time to market to the max. for those trout.
Pat
jetsfanSpectatorPat,
The marketing dept is extremely busy. My suggestion is to go directly to Keith Bateman and ask him about the radio spot. I’m sure he will help.
I agree, it is time to market the laser… BIG TIME!
If only I knew how. I just finished reading Howie Horrocks and Rodger Kurthy Books. I understand that Rodger is going to have a book specifically on this topic.
It would be nice if posters would share their marketing ideas with those of us who may not have an advertising savy.
Jetsfan
PatricioSpectatorJetsfan,
See hard tissue laser marketing under Marketing Lasers this forum for some materials which are useful.
Pat
2thlaserSpectatorPat,
Hope things are going well. I have done radio ads for the laser 2 times now, a trade, like you. I have had TREMENDOUS response from patients, although my “competition” doesn’t like them. If you would like, I have them in MP3 format, I can send you a couple of them if you have a high speed internet capability. Let me know.
Mark
PatricioSpectatorMark,
Thanks. I would like to have your ads. If I can figure out how to send you mine I will send it.I would like to report on my first 6 weeks experience. The first month there were four calls. Three were shoppers and one signed up. In the last week we have had four more calls with two signing up. One looked in the phone book and picked us because she had heard me on the radio. It seems to be taking more time than the newspaper but maybe things are beginning. The station owner came in for a whitening and has auctioned off three whitenings. We were going to do one a month but he got a little ahead when people began to call in. We have completed one so far with a very positive response so this may result in a referral.
A little of this and a little of that seems to be the most successful marketing in our office. We are always doing something internal or external.
By the way Mark. The ladies thought they sent two sets of spoons but we only received one.
Pat
whitertthSpectatorradio response seems to depend on the market…the smaller the market the greater the response..the larger the market the weaker the response…….
2thlaserSpectatorHey Ron, Thanks for chiming in. One thing you guys don’t know about me, is that I have/had been in broadcasting for over 14 years. I have done talk radio, music of all kinds, etc…You are right, to an extent. You see, being creative is what it takes in larger markets such as yours, or in Chicago, where I am originally from. If you place very creative ads, you CAN get the attention of the type of clientele you desire to attract. Here, in Whitefish, I am lucky, because most people know of our laser, and they come anyway, so we just have some fun with our advertising dollars. We really don’t even need to advertise, we really do a infomercial type of educational ad. Just FYI. Thanks again for chiming in!
Mark
cerecdocSpectatorI’m running an ad right now, my first radio ad.
It’ll run for three weeks once a day on the dominant talk radio station in the state. (not the most efficient place, I feel, but I want to become famous fast before more waterlasers enter the area). And I’m catching the traffic commuting back to the bedroom community where I live.I’m not mentioning lasers or any equipment in this ad, (cerec, diagnodent, laser, etc.) but rather mentioning a few of the unique things my practice can do because of them. And I’m using my website and phone number (den-tist) in the ad to answer the rather impressive questions the radio ad raises.
I have had some phone calls after 10 days, but mostly I notice all my friends telling me they have heard my ad.
And I have seen a noticeable jump in my hits on my website. (They’re probably from very indignant 20th century dentists!) I could only be about 30% busier at this point anyway. Word of mouth after 10 months with the waterlase and 4 years of cerec and a brand spanking new building “palace” are having a good effect as well.
I have two local cable tv ads in editing right now, and that is where I will concentrate my money. It is maximum efficient, and I will only mention the laser in them.
In the first ad,I’m going to target fever blister treatment, as that is a totally unique and painless treatment. It has a time critical element to it. (come in at the first hints of an outbtreak without an appointment for best results). And people don’t have to cross either the financial or the emotional threshhold of “betraying their regular dentist” until after I have rescued them very dramatically. Thus giving them a damn good excuse to “betray their regular dentist!”
The second TV ad will target the waterlase and no-shot fillings. As well as my new and vastly improved location. I am putting before, during and after photos of one typical case in that ad. I’m using a professional announcer instead of my own voice. I am not sure that’s the best way, but I’ll take the advice of my production company for now.
these are all 30- second commercials.
E-mail me in about november and I’ll be sure and know how these have worked for me.
Larry Fincher “drlfincher@aol.com”
Glenn van AsSpectatorGood for you Cerecdoc, I am interested to hear how it all goes.
I just spent some time with don Wilson from Florence Alabama and he is so passionate about marketing with lasers.
He is fond of saying……” Just because you buy it doesnt mean they will come” …….a takeoff on the Field of Dreams line of build it and they will come.
Also he mentions its “Better to be first at something than it is to be better”
Let us know how things went, I am sure that you will busier than ever.
Cya
Glenn
jetsfanSpectatorMark or anyone else,
I am planning on doing some radio ads on the local station. Can you share some mp3 ‘s of ads that you ran that worked well.
Robert.
rbellinghiereSpectatorI am considering a radio ad, but my questions are related to the type of station that you find most listened to by the Baby Boomer population, and the type of information that you use to stimulate an interest. As far as TV slots, what do you find to be the most effective information that draws the most patient response. How are you advertising on the internet with your local Dex or are you marketing with Google, Yahoo, MSN, etc. search engines? Where do you find the best response from the above?
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