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Other secondary offers of interest to this group include magazine subscriptions, consumer catalogs and even movie subscriptions, which all can serve double duty for both personal consumption and patients’ use in the dentist’s office, according to Terrazas. “I see more and more offers for our dentists file from catalog companies,” he says. “If the dentist doesn’t need it, they’ll bring it into their practice and their patients can take a look.”
Going to the Dentist
While these docs typically are receptive to a wide range of direct marketing media, Terrazas notes, “Right now, direct mail still seems to be the workhorse.” Freedman agrees, “The old standbys are print ads in magazines and direct mail pieces.” In fact, space ad placement in certain publications can be particularly effective. “There are certain brands out there, certain publications, certain dental society offers that have more weight than others,” Freedman describes. “A lot of dentists belong to the American Dental Association, so if they get a mailing from them, they’re more apt to pay attention.” This includes information and ads that dentists may find in The Journal of the American Dental Association, its official publication, along with a number of additional publications catering to dental professionals, according to Freedman.
Another good way to reach the dentist, suggests Freedman, is to get the attention of someone else in the practice. “If the office manager or the dental hygienist sees something and recommends it to the dentists, that’s probably a good endorsement,” he says. “Those voices carry a lot of weight in the dental office when [dentists] make purchasing decisions.” Look to compiled lists that offer a select for hygienists or dental assistants, in addition to one for dentists.
An effective way to get the attention of both office staff and dentists alike, Freeman adds, is to offer discounts and premiums. “Freebies and giveaways are pretty good with that crowd,” he says.
The best time to reach these folks is during the fall and spring months. “End of July and August is when I see a big spurt in business,” describes Terrazas. “Because that gives them the opportunity to buy for what’s coming down the pipeline.” Dental practices in general are busier during the fall through spring time frame, he notes, in part because patients are more prone to put off doctor’s visits during the typical summer vacation months.
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