Houston Dentistry Volume 1 Issue 3 The Texas Center for Occlusal Studies - Page 19

lower costs are passed on to you, the advertiser. Third, it is much easier to measure campaign effectiveness with digital media than with offline media. This allows advertisers to know what’s working and what isn’t – no more guesswork – and make timely, cost-saving changes. Brand recognition and visibility is how they overwhelm individual practices and win. Corporations invest long term. They are patiently building name recognition in a community. Their goal is for their name to be synonymous with dentistry in a given market. The investment pays off over time. For all of these reasons, corporate dentistry invests heavily in digital. Some may spend as much as $50,000 or more per month just on Google ads. This is more than the entire annual marketing budget of most single-location practices. The one big weakness you can exploit to beat the corporate dental offices in your market People are spending more time than ever on their smartphones. Corporate marketing departments know this. So, in order to get their message in front of potential patients, they leverage Google search, digital display ads, online video and Facebook advertising to build awareness and convert prospects to patients. How are you supposed to compete with such a large budget? First, remember that budget is spread across all of their locations. A 40-practice corporation with a $50,000 budget is just spending an average of $1,250 per month per location. This brings the competition down to a manageable level. If you are a $500,000 practice, that’s only 3% of collections (well within the range most consultants recommend spending on marketing). A digital marketing