Clients spend more money on online promotion than of flyers
Have you ever heard of online marketing? Well this “discipline” has created quite the buzz due to its rather innovative nature. As a matter of fact, marketing experts have been around for several decades, finding smart strategies to advertise companies, services and products through adverts, wallpapers, flyers, brochures and so forth, while web marketing experts have switched their focus to the Internet and care for developing precise measures to make the most out of the virtual world.
Now, if you are a dentist and your dental office is based in Toronto, there are a few pieces of information we would like to share with you.
In the first place, it has been observed that most dentists in Toronto use to promote their pediatric dentistry services through paper flyers, which are mailed to householders individually and that this strategy works pretty well. In fact, thanks to paper flyers, every dentist will find it easier to make themselves known all over Toronto without spending a fortune on advertising materials.
However in our study we would like to put aside the number of patients each advertising method brings and rather talk about the types of patients that sign-up through different advertising channels. One thing that dentists have been saying is that patients brought by paper flyers are looking for basic service like teeth fillings and cleaning. It is obvious that these basic services are low cost and don’t bring dentists good income. The services that are highly paid are the more complex ones like dental implants and orthodontic operations, so without doubt dentists prefer patients who are looking for such services.
Now, nobody is trying to say that dentists should not offer dental cleaning services or that they should ignore those who need a dental restoration, but it would be advantageous if they managed to collect a more varied clientele. To do so, it will not be necessary to get rid of paper flyers. On the other hand, it seems they contribute to bringing a larger client base: the point is, we need to edit paper flyers in a way that they will attract those who need more expensive treatments as well. But how can that be done?
As our first step let’s see that are the actual differences between a paper flyer ad and a promotional website:
* A flyer stays the same once it is printed – it cannot be changed. Website content on the other hand can be changed by the webmaster.
* Paper flyers have limited space due to their nature. In most cases they are limited to 1 or 2 pages of text and/or images. A promotional website on the other hand can as many pages as necessary, so there is no need to drop out some of the product or service details. The marketer can use demonstration videos and slideshows. The website itself can be promoted on the internet.
There is another limitation of the paper ads as well. A dentist is just like any other healthcare professional – he needs to build trust with his prospective patients and show them who he is and how he works and also to prove that he has many happy patients who have used his service in the past. Unfortunately due to the limited space available in a paper flyer it is simply not possible to put a large list of customer testimonials there.
Most Toronto dentists already know this and we would like you to take into account the great potential of a simple website when having your paper flyers printed out.
So our suggestion is pretty logical – the best option in this situation is to put a link to your website on your flyer ad. This will allow those who are looking for a more expensive service to visit your webiste, which in turn will convince them that your dental clinic is the one to provide them with this service.
And, if you wish to make everyone understand who you are and what experience you have, why not include a list of your most important cases?
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