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