Orthotown May 2013 - (Page 14)

orthotown.com // message board We’ve all had marketing efforts that didn’t work. Check out this discussion about Townies’ experiences. » Orthotown.com Message Boards > Non-Clinical Topics > Marketing > Waste of Time/Money Marketing Ideas caliortho Member Since: 04/17/11 Post: 1 of 37 t Thinking about a new marketing strategy? Check out other Orthotown.com message boards for tips and tricks. Does Advertising Done by Bracket Companies Help Your Practice? Search: Marketing Tricks Does Anyone Have a Dedicated PR/Marketing Coordinator? Search: Marketing Ideas t Waste of Time/Money Marketing Ideas We all know that if you are good to your patients, your patients will be good to you, and in today’s economy, you want as many patients as possible to spread the good word about you! This thread is to share marketing strategies that don’t work (or have poor ROI) so that we can all learn to avoid them. Here are a few that I have heard about or have unsuccessfully attempted myself: • Health/school fairs • Yearbook ads • Practice T-shirts • Banners and program guide ads or sponsoring jerseys at high school athletic games (Support your local school’s athletic department because you want to, but don’t expect a financial return.) • Direct mailing • Newspaper/magazine ads • SEO enhancements • Taking pediatricians (MDs) out to lunch Anything else? n FEB 18 2013 Dr-T Member Since: 05/19/09 Post: 2 of 37 The roadside billboard was a flop for me. I paid $1,000 a month for a year and had two starts from it, which was a loss. Of course, I didn’t advertise $99 down and $99 a month so that might have been my downfall. n FEB 19 2013 fesdds Member Since: 05/22/08 Post: 3 of 37 I disagree with two for me. I have a billboard. I have it there just for name recognition as people drive home from work into my neighboring town. I don’t expect to get direct referrals from it. People just see our name every day. We do not have any ad on it. The key is having your name, large and obvious, and your logo. I also think doing many PTA and athletic opportunities are worthwhile. It, again, is not a direct “I found you from the PTA directory.” We have families thank us all the time for helping the school, etc. They see it as someone caring for what their kids are involved in. It does bring some people into our office over others because we are a giver to the community. n FEB 19 2013 firm Member Since: 08/08/05 Post: 4 of 37 In small communities, billboards work. In large metros, they don’t. There is just too much eye candy to look at. I have used radio, TV, print ads, direct mail, tickets to sporting events, chat and SEO. They are all a waste of money but if you aren’t getting referrals, then you have to use them. The best marketing ROI that I have used is a PR coordinator. I struggle with this concept because it’s just hiring another body to spend your money; however, it works. It does take time. I look at PR coordinators and doctor lunches as the ground game. It takes time to develop but patients are much more likely to start treatment. Use SEO, radio, TV, print continued on page 16 14 MAY 2013 // orthotown.com http://www.orthotown.com http://www.Orthotown.com http://www.towniecentral.com/MessageBoard/thread.aspx?a=11&s=6&f=727&t=188829&g=1 http://www.towniecentral.com/MessageBoard/thread.aspx?a=11&s=6&f=727&t=178856&g=1 http://www.orthotown.com

Table of Contents for the Digital Edition of Orthotown May 2013

Orthotown.com Highlights
Wired for Success: Googlize Your Business
Class III
Waste of Time/Money Marketing Ideas
Do You “Write Up” a Treatment Plan Report?
Orthotown.com Research: Lasers
Orthodontic Acceleration: Propel Alveolar Micro-Osteoperforation
Focus Ortho
New Products
Big Steps Forward for SureSmile Software
A New Era in Digital Orthodontics
Placing an Unplanned Forsus Fatigue Resistant Device with the Incognito Appliance System
From Mom’s Point of View
Orthodontists, Patients and AcceleDent
Ad Index

Orthotown May 2013