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this survey, we asked dentists about advertising on TV or radio. We found that the slight majority of dentists aren’t currently advertising on broadcast media, but 41% are utilizing those dental marketing avenues.
Of those dental practices that do, half say they get excellent results. “Even when radio seems to be failing for some, we have continued our success,” boasted one dentist.
Notably, dentists in rural areas are far more likely than their urban counterparts to advertise on radio and/or TV. Suburban dentists fall between the two groups.
Rural dentists often find that radio and TV allow them to reach patients in a large geographical area. Rural patients are far more likely than city folk to travel long distances for dental care.
Hooray for radio ads
- “Talk radio – it’s the only way to go!” (South Carolina dentist)
- “Even when radio seems to be failing for some, we have continued our success.” (General dentist)
- “We just started radio in January 09.” (New Jersey dentist)
Don’t over-use the same channel
- “I do the I Hate CPAP campaign [for sleep apnea patients]. It works best if I do two weeks, then switch to another station. I’ll return a month later and periodically do one week of ads. Continual repetition on the same channel seems to make you invisible.” (Illinois dentist)
- “If I could afford broadcast media ads in Southern California, I really wouldn’t need to use them anyway.” (California dentist)
- “It cheapens the profession. When was the last time you heard a cardiologist or a neurosurgeon advertise?” (California dentist)
Note: Survey sample included 47 respondents.