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Orthodontists and Effective Advertising Angela Weber

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by Angela Weber

An orthodontist was driving around his town recently when a plastic sign nailed to a phone pole caught his eye. In block letters, it said, "Braces for All Budgets!" and it listed the contact information of one of his competitors. "Is this good advertising?" the orthodontist asked in an online forum. "Should I put up my own signs on street corners to stay competitive?"

At OrthoSynetics, we would advise against it. Our view is that this type of campaign is not strategic, and is probably counterproductive. For one, consumers do not associate this type of advertising with services offered by skilled, educated professionals. Rather, these signs tend to advertise trash hauling or suspect credit repair. By being in such company, the signs could degrade an orthodontist's reputation in a community. In addition, even if these signs do generate calls for the advertising orthodontist, conversion rates could suffer. Prospective patients attracted by this type of marketing would be likely to make appointments and not show up or to show up but not sign up for treatment. In the end, this campaign would cost you more in wasted time and resources. It should also be noted that outdoor signs can run afoul of local littering laws.

For orthodontists who are interested in attracting patients through advertising, the outdoor campaign does raise some important issues about what is effective advertising. After all, some types of outdoor advertising like billboards, storefront signage, window clings and school sponsorship field signs can work well. What's the difference? Here are some general guidelines to put your advertising on the right track.

1. Resist the Cheap
The orthodontist who posted the signs around town was without a doubt attracted by the low cost of this type of advertising. You might have a limited budget for advertising, but you still need to spend enough money to make the effort worthwhile. Your marketing reflects on your practice after all, and a poor-quality campaign will attract a poor-quality or non-committed patient.

Print publications needing to shore up ad revenue may offer free ad design to get your business, but may not have a firm grasp on your practice. It's worth it to spend the extra money on professional design services to represent your practice as polished and professional. Likewise, an outdated or amateurish-looking Web site can turn off consumers (if they can even find it). When initiating any sort of marketing effort, ask yourself if it compliments your practice.

2. Spend Wisely
On the other hand, throwing money at an ad campaign doesn't necessarily mean it will be effective. Super Bowl ads are famously the most expensive ads money can buy. Even if an orthodontic practice could conceivably afford air time during the biggest sporting event of the year, it would not be money well spent. The reach of the ad is just too large and unfocused. This example may be extreme, but use it to consider the publications and media outlets in your community. Which ones would cost-effectively reach the audience you want? Which ones are too large or too small to be worth the effort? Find the balance between extravagance and cutting corners.

3. Consider Your Target Market
The best way to find that balance is to think about who your target market is. Generally speaking, you want to reach the parents, because parents make the health care decisions for their households. Also, it can be a good strategy to target young patients directly because they can influence their parents' decisions. Your target market consists of adults in their 30s through their 50s. Besides their ages, there's more to consider. What income levels do they earn? What neighborhoods do they live in? Where do they spend time in your community? Take a look at some of your best current patients and their parents and figure out what characteristics they have in common.

4. Tailor Your Message to Your Market
Now that you have decided on the most appropriate media to reach your target market, what you say becomes as important as where you are saying it. To figure out what your message should be, once again look at the people who make up the market you hope to reach. Ask yourself what's important to them. (Or better yet, ask them when they are in your office.) Are they concerned about low prices? Flexible office hours? Cutting-edge treatments? Friendly service? Once you decide the core of your message, the content of your ads and any online marketing should reflect it. In addition, a skillful designer can infuse your core message into your practice's logo and visual identity.

5. Study the Effectiveness of Your Marketing
Often you'll see advertisements stating, "Mention this ad and receive 15 percent off your purchase." The reason some business owners make this offer is because they want to learn if consumers are responding to their ads. Likewise, you should create methods to measure the effectiveness or your marketing.

You don't necessarily need to offer discounts or giveaways to new patients (but it can be a good idea). Certainly, when new patients call or come into the office, have your staff ask them how they found out about the practice. This simple question can reveal what's working about your marketing. You can also show your patients specific ads or your Web site and ask them what they like or don't like. The last part, of course, is to analyze your findings and then make adjustments accordingly.

6. Don't Rely on Just One Method
A new patient might say that she heard about you through a print ad in her yearbook, but a few days before she called, a friend happened to mention your practice to her. And that friend was spurred by the e-mail newsletter your practice sent to her mother. Keep in mind that marketing initiatives often work in tandem to bring in patients. Use several of them consistently to keep your visibility high in the community.
Author’s Bio
Angela Weber is the marketing director for OrthoSynetics (OSI), a business services firm that assists orthodontic and dental practices utilizing a full service, turnkey management approach to address all non-clinical practice functions to gain better efficiencies and profitability. Services are also offered on an a la carte basis. For more information visit www.orthosynetics.com, or e-mail aweber@orthosynetics.com.
Orthotown Magazine
September 2025
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