The Dental Marketer

Radio can’t sell everything, but we know it can sell high-end dentistry.  Any dental advertiser who says, “radio doesn’t work,” used it wrong.

The first element to successful radio advertising is picking the right audience.  This is done by selecting the proper radio station and the appropriate time of day to reach your target demographic.

Next you need to find the right frequency.  Radio is a frequency medium.  Your results get better as time goes on, and you make repeated impressions on the same listener.  Media buyers have different opinions as to how many commercials, or spots, is enough.  The key is too spend enough without wasting money.  Underfunding a campaign is inefficient.  If you can’t afford enough frequency on the most popular station in town, pick one you can afford or use another medium besides radio.

The most important element to a successful radio campaign is the message.   This includes the words, the voice, the music and the length of the commercial.  Remember that we’re not trying to win awards for the most clever commercial – the only thing that matters is that the audience we are targeting picks up the phone and makes the call.  The simplest sounding commercial often outproduces the slick polished spot with the smooth voice and the professional jingle.  Don’t take your eye off the ball here.  It’s not important that your staff friends and family all “like” your new commercial.  The only thing that matters is whether the commercial generates income.