Creating Success with Dental Clients

The dental industry is generally experiencing growth. Factors that contribute to this positive outlook include an increasing awareness of oral health, an aging population, and advancements in dental technology.

The U.S. dental market is projected to experience significant growth, with spending expected to reach $216.33 billion by 2030, according to Fortune Business Insights.

With that in mind, there are two ways to determine consumer activity within the dental category:

1. Questions concerning what a consumer has done in the past year or 2 years. What have they purchased? Where have they made a purchase? Where have they shopped?

2. What do they plan to do? What will they consider?

For a dental client, asking a question concerning an office visit, a cleaning, or an x-ray will provide a broad clientele since these are routine procedures.

In the past 12 months, which of the following procedures have you had done?

In numerous cases, it is often more beneficial to ask about future intentions regarding these procedures rather than past activities. The most profitable dental procedures include smile enhancements, implants, and Invisalign braces.

The “consider” question produces a better picture of what consumers are thinking about their dental needs. It captures consumers at the top of the funnel and provides valuable data for a dental client.

There is also good news for local
dental practices. Consumers rank
“Local Practice” as one of the top two
important factors when choosing
where to go. This increases the
number of potential dental
advertisers in your market.

The “consider” question serves as a valuable tool for Marketing Consultants/Account Executives to categorize consumers by Lifestyle Group. This detailed profile provides your dental clients with an insightful snapshot of their potential customers, thereby paving the way for innovative and impactful commercial ideas.

With the data revealing what dental patients desire, what matters to them, and their demographics, it’s now essential to investigate where your clients should position their media to maximize their chances of success.

For these segments, Television and Internet emerged as the two “most influential” media types. Armed with this information, an Account Executive can effectively showcase strategies to engage key consumers through both TV and digital platforms.

In conclusion, incorporating questions that reveal consumer intent enables you to create profiles based on lucrative population segments, which can subsequently be cross-referenced with media. These inquiries, combined with awareness of top-of-mind, advertising, and brand image, will assist you in developing a robust strategy for your dental clients.