Challenge: Create a new brand for a dental office advertising campaign

Ben Mendoza, sales assistant for KKTV, has been a multiple-​time Sell Smarter Award! winner. Because of that, he knew he could create a vibrant dental office advertising campaign for a local business looking to broaden awareness.

“The owners were [the] main dentist and a business manager,” said Mendoza. “Together they run three [dental locations]. The owners were professional and ready to advertise, but just waiting for the right proposal. The main challenges they are facing are brand recognition and competition with big box dentists.”

Solution: AdMall’s AudienceSCAN Reports

“AdMall helped overcome these challenges [and assisted in creating a dental office advertising campaign by homing in on specific demos through the AudienceSCAN report,]” said Mendoza. “We knew we needed to target competitors, but we also needed to know who would be most likely to switch.”

Result: An annual contract that is helping spread the word.

With the help of AdMall’s AudienceSCAN, Mendoza was able to close the dental office advertising campaign for a total of $60,000.

“We sold them on broadcast TV, streaming TV, targeted display, and targeted video,” said Mendoza. “Since the campaign has just started, we do not have any immediate feedback from the client other than how much he appreciated our research and strategy.”

“I’d recommend AdMall to any sales rep because it makes your job easier and your proposals stronger. Tools like AudienceSCAN and the local account intelligence reports help you understand the client’s audience and challenges better, so you can create campaigns that work. It’s easy to pick up, especially with the webinars and certification.”

AudienceSCAN® is SalesFuel’s proprietary annual study of online shoppers, digital audiences and consumer behavior in America. Now in its 15th year, this in-​depth analysis of over 17,000 U.S. online adult consumers gives you the exclusive insight to better understand what’s in the hearts and minds of your account’s best customers. More than 1,355 customer groups are profiled with details on consumer behavior, purchase intent, digital+technology usage, health+wellness concerns, automotive preferences, leisure interests, dining habits and more. Business development specialists use AudienceSCAN to identify new markets, new opportunities, and new channel partners. Marketers can use AudienceSCAN data to reach the people who count (instead of counting the people they reach), while crafting a message with impact to those who are most likely to buy.

More About: Dentists and Orthodontists

Dentists are highly trained professionals who complete up to eight years of college and then obtain licenses to treat dental problems. Some dentists practice in a group setting while others are solo practitioners with a staff that includes hygienists and administrative staff. Approximately 35% of dentists work in a single-​location, solo-​dentist practice. 40% work in a single location with two or more dentists. Independent dentists often establish themselves in a community and take several years to develop a client base.

Approximately 14% of U.S. dental practices are affiliated with a dental service organization/​dental support organization (DSO). These organizations offer support in areas like administration, marketing, and nonclinical tasks, allowing dental practice owners to focus on patient care. They come in various sizes and structures, with some locally or nationally branded.  DSOs may be privately held or partner with private equity firms though dentists typically own and operate their individual practices. Note that approximately 21% of orthodontists work with a DSO.

Dentists may also specialize in offering cosmetic or orthodontic procedures, as well as implants. Dentists work closely with labs that manufacture custom dentures, crowns and bridges. As new procedures develop, the dental profession continues to expand from cleaning teeth and filling cavities to offering adult orthodontics and other cosmetic work. Approximately 52% of general dentists provide orthodontic treatment. Of those, 45% provide clear aligners, and 19% use traditional wire and bracket treatment.

Dentists also rely on insurance companies for reimbursement of costs related to routine procedures. However, cosmetic procedures are often more lucrative and not reimbursable by insurance.