In this episode of Dental Marketing Mastery, Mark and Howie continue their discussion of dental advertising mistakes that Dentists often make when marketing their practice.

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Podcast Highlights:

  • Why using what you “like” can be an expensive pitfall.
  • Taking input from non-professional sources on your marketing.
  • Realizing that what you “like” and what works can be completely different things.
  • What really matters is RESPONSE!
  • Using individual, subjective judgments when making media decisions.
  • Focusing too much on price incentives.
  • The learning curve of dental advertising.
  • What dentists like to advertise is different than what consumers like.
  • How marketable is your practice? You can find out by downloading our marketable attributes scorecard at
  • Dental Advertising services makes sense. Except it doesn’t.
  • Consumers care more about conveniences than services.
  • How to properly advertise technology.
  • Collecting data about dental promotions that work.

Failed dental advertising campaigns are an added cost to your dental practice. Many dentists who direct their own advertising, content, and marketing plans based on what they or their staff “like” will fail miserably.

Using what you “Like” can be an Expensive Pitfall

Believe us, the success of every marketing campaign for a business, regardless of the industry, will depend upon how good the marketing team is and not what the business owner likes or dislikes. So, being a dentist if you are still directing your dental advertising according to what you, your spouse, your staff or colleagues like, then you are leaving a lot of money on the table. To be blunt; it doesn’t matter what you like. It doesn’t even matter what WE (the creators of the ad campaigns) like. What matters is what gets your target audience to respond.

Dental Advertising Services

Most dentists who direct their own marketing like to give more website space or preference to promote their services, which makes sense. But you also need to tell people about your technology and exactly how it will benefit them. The dental consumer is also very interested in convenience. Like easy parking, open on Saturdays, and whether they can make appointments online. You should also make sure that you don’t turn your website or other marketing into an educational dental journal. No bloody implant site photos, not even operatory photos (reminds potential patients of previous bad dental experiences).  So, if you haven’t gone through that learning to understand how the public responds to dental advertising (or fails to respond), then you should probably seek professional help.