Own Your Market
To a certain extent, you are who you say you are. If you continually reinforce to the public that you are the “implant dentist” or “the sedation dentist”, eventually that reputation takes on a life of its own.
“Owning” your market means penetrating the public consciousness to a degree that you become the default choice for the service you own. This requires a serious and long term commitment to your marketing campaign, and most likely will use a variety of media. Some clients of mine who “own” their markets use a combination of web, radio, direct mail, tv and billboards. That’s sounds like a big investment – and it is. But none of my clients started their campaigns so aggressively. Each started with a modest budget, using one or two media, and grew the campaign over a period of years as the ROI built them a marketing warchest.
