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Demographic Marketing

A focused strategy that will impact your marketing forever

Just imagine patients flocking to your office for elective procedures. What attracts them?

Appearance is an emotional issue — for everyone, from children who need braces to adults who choose a smile makeover, dental implants or cosmetic surgery. For baby boomers, their parents and children, appearance means social approval, career advancement, romance and self-esteem — and they pursue it with all their considerable wealth. What motivates people to pursue these procedures? PBHS conducted interviews, and documented countless testimonials to determine the answers. We found that most dental and medical marketing materials are less than successful because they overlook a major psychological truth — you need to touch people where they live. Your community will respond enthusiastically when you reach out to them. PBHS demographic marketing appeals to emotional triggers — building interest through true-life accounts of struggle, real testimonials, engaging headlines and winning visuals.

Demographic Direct Mail

PBHS makes conducting a direct mail campaign easy. Based on the population of your surrounding area, you may choose the number of mailers sent out on a quarterly basis (minimum 3000). Recipients are selected by demographic constraints, including age and household income. PBHS manages all fulfillment for each quarterly campaign. You may choose the option of creating a powerful marketing mix by supporting the quarterly mail campaign with media such as magazine, newspaper, television and radio advertisements. The theme of each advertisement is consistent with its respective mailer.

A strategic media mix dramatically increases awareness of your services within the communities you wish to target. A powerful strategy starts with a plan customized to your area and specialty. PBHS evaluates your market potential, identifies opportunities and supports recommendations for cost-effective and efficient media. Demographic marketing will strategically advance the referral marketing goals of new and established practices in all specialties of dentistry and medicine — building your bottom line and increasing patient satisfaction.

Magazine and Newspaper

With advertisement in recommended magazines or newspapers, you can be sure your message will be seen not just once, but many times by multiple readers. Your message appears where your prospective clients look for it — next to articles about appearance, health, lifestyle, luxury, and senior living. People often read issues several times at leisure, and keep them around for reference — so they have your practice name and number when they’re ready to act. You may even be placed in the enviable position of expert who is quoted or featured in related stories.

Television and Radio

PBHS recommends a media mix that delivers considerable value. You can easily target desired demographics and psychographics such as gender, education, income and interests. Radio reaches 75% of consumers every day and helps your TV message work harder. In studies comparing recall, a radio/TV mix delivered superior results to TV alone every time — raising message recall from 35% to 48% in the direct-to-consumer category. PBHS TV and radio spots share consistent themes for maximum effectiveness.

An easier way to track your return on investment

As a doctor, you ensure high quality patient care. This gives meaning and purpose to your practice. As an entrepreneur, you judge success by using return on investment (ROI) — as measured by statistical growth in your patient base and number of procedures performed.

A pattern emerges when you look at the performance of your referral and demographic marketing services. This allows PBHS to work with you to generate strong performance and keep your cost-to income ratio low.

Now a new online service by PBHS makes tracking these statistics easy.

Statistics that Mean Something

Once the campaign starts, PBHS professionals train your staff to track responses from your email and website — so that they respond to all incoming prospects, guide them to the next step, and record appropriate data.

PBHS also provides training for specialists and staff in strategies that facilitate case acceptance and in communicating benefits easily and effectively.

Your staff can document incoming leads, respond and track their progress, using the online PBHS Tracking System Database. Data is stored in a central location and backed up so it will never be erased or lost. Your staff can sort and graph data in easy-to-understand charts — making it a snap to track leads and verify your return on investment.

The power of PBHS demographic marketing services lies partly in its simplicity. It allows you to direct the key aspects and tone of your marketing efforts while providing you with a template that is proven successful, from plan to production to performance.

In skillful hands, it serves as a lens to keep specialists focused on efficiency even when income is rising — generating a profitable and professional outlook for the life of the practice.

Track the results of your demographic campaign with our online database. These tools assist you in determining the greatest return on your investment.

Demographic marketing

Potential patients receive your demographic marketing mailer, see your ad, view your TV spot or hear your radio advertising. Patients can call your office or visit your website and complete a request for information form. Data is moved into your tracking database so you can measure the return of your marketing campaign at any time.

The phone rings more often. You receive multiple online inquiries. You get additional leads and convert them. You experience a surge in case acceptance. These indicators clearly document your success with demographic marketing.

How do I get started?

Call (800) 840-5383 and ask for a PBHS Demographic Marketing Specialist. Our representatives will walk you through a zip code and demographic selection analysis as well as all other options to help determine the most efficient and productive marketing campaign.