North Texas Dentistry Volume 6 Issue 3 | страница 15

C ustomized

Customized or Personalized marketing
(also known as one-to-one marketing)
utilizes data collection methods to
deliver personalized messages or offers
to prospective customers. Through
advancements in analytics, this targeted
approach allows practices to pursue the
exact patient base they seek.

A customized approach looks at target
demographics (i.e., females, head of family, ages 35-55) and asks, “What story
will resonate? What images will they
connect with? What messages or offers
will inspire them to action?”

An old advertising adage is “enter the
conversation that is going on in your
prospect’s mind.” For example, a brideto-be is no doubt spending a lot of time
thinking about her wedding day. She’s
envisioning every aspect of her special
day, including the fact that all eyes will
be on her. A “white wedding” teeth
whitening message may resonate well.

Re-marketing is another type of customized marketing. Re-marketing (or retargeting) presents custom content or
ads based on actions taken by the patient
on platforms like Facebook. Several ad
platforms use re-targeting technologies.
For example, if someone visits the
implant page on your website, you can
show them before and after implant
photos later that day when they are
on Facebook.

website? Your sign? The Face