What dental radio advertising can work to attract high value patients?

I have interviewed many dental patients who spent $20,000 to $40,000 on dentistry based upon hearing ads on radio, and this is what I have learned.

The key to marketing for dentistry on the radio is to use your own voice and be sincere and personal. Count on someone hearing your ad a number of times before they call your office.

They have to like you and the sound of your voice.

This means sincerity and who you really are must be revealed.

Many ads fail because they are too slick.

Patients told me "I felt I knew Dr. Smith before I ever met him."

And, "I really trusted him because he had a nice voice."

They have built a relationship with you based upon your ads. Don't throw this away by trying to be slick.

As always, you need to inject your personality and be sincere. That is the key to marketing successfully on radio.

Also, the ads that work best for dental marketing on radio are related to sedation. Sedation advertising on radio gets you the big cases and pays very well. You can advertise cosmetic dentistry but I'm not sure it is as effective as sedation dental advertising.

Also, I would test two step dental marketing. I would offer a free CD, DVD or free book. Like a book related to veneers, or all about how to be a smart consumer of cosmetic dentistry, or about dental implants. Email me if you want a ghostwriter to write such a book for you in as little as a few days.

Here's what I would say.

"Hi, my name is Doctor Richard Geller and if you are afraid of the dentist I want you to know that I entirely understand. I work with people who have avoided the dentist for many years. I never judge you and I want you to know that you are always in control if you decide to visit with me. I will never pressure you and you don't even have to sit in the chair when you first come in. I can fix you up using sedation dentistry so you won't mind at all, even if you are afraid or have a bad gag reflex. CAll me for a free consult at bla bla

Something like that. Count on them hearing your ad and bonding with you. No pun intended. But that is what you want to do. The folks I spoke to who came in and got a large amount of work done emphasized this: they heard the dentist's voice again and again, and gradually got used to hearing her and then got the courage to call and set an appointment.

For more on dental marketing, please see dental Google advertising, and also how do you build your dental blog for more patients.

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