Dental practices have a long list of priorities, including serving current patients, navigating ever-changing insurance policies, adhering to ethical and regulatory codes, and staying on top of the latest trends and tools. Unfortunately, marketing usually isn’t very high on that list. However, it’s crucial to have a strategy in place, especially if you’re looking to expand your practice.

Not only does marketing aid in keeping your practice top of mind with current patients and educate them on the variety of services you can provide — it’s also a key ingredient for attracting new patients. Radio advertising is particularly effective thanks to its broad yet targetable reach, influence in purchase decisions, and potent ROI. Start with our tips below to leverage radio and position your practice as the solution for patients’ needs.

4 Ways to Use Radio Advertising to Attract New Dental Patients

1. Be Helpful (Not Scary)

Instead of focusing on potential dental problems and trying to scare (or worse, shame) patients into making an appointment, use your radio advertising to position yourself as a helpful expert. Provide reasonable, actionable advice on topics they care about, like cavity prevention, new ways to whiten their teeth, and the importance of routine habits like flossing and brushing.

This care-not-scare approach can help frame you as a trustworthy partner in their dental health. Furthermore, it tees up the perfect opportunity for integrated, cross-channel marketing and storytelling. A quick tip in a radio spot could be followed by a URL to a landing page on your website where you can share more in-depth info or content on the tip, like a video on DIY home whitening.

2. Consider the Season

Be mindful of events that happen in your patients’ lives where you can step in and make things better. Think of when patients will want a great looking, bright smile, and craft your radio advertising to capitalize on these events.

For instance, wedding season is coming up — the perfect chance to tailor your radio creative to brides, grooms, and other wedding party members who will be front and center in important photos. Prom season offers a similar opportunity to reach a teenage audience. For spring break or summer trips, a brilliant smile can be presented as a perfect complement to being beach ready, while “back to school” season presents the opportunity to promote regular care for the whole family.

3. Establish a Trusted Voice

New patients probably won’t know who you are, and hearing from a current, satisfied patient recommending your service can go a long way toward building trust. This can balance the testimonials you display on your site and your referral program, as well as your presence on online review sites.

What’s more, securing an endorsement from a radio personality that’s important to your target audience can be powerful, too. Listeners trust recommendations from their favorite personalities and hosts like they would a close friend. However, remember that it needs to be authentic, so the personality in question would have to use your services.

4. Promote New-Patient Perks

Use your radio spots to describe any benefits a new patient would receive, such as a free cleaning with their first appointment. The purpose is to get them to take note of your practice and give them a reason to try your services. Remember, you’ll need to mention any exclusions or restrictions (e.g., whether an entire family of five get free cleanings because each is a new patient, or whether it’s only available through a certain date) and whether they’re required to do anything to receive that benefit (e.g., set up their appointment through an online patient portal).

As with all tools, radio advertising will only deliver results when utilized correctly. Keep these best practices in mind:

• Be clear. When there’s too much information in a radio spot, it can be difficult for customers to understand or follow through on what you’re asking them to do (namely, become a patient). Make the important details obvious — where you’re located, how to contact you, and the fact that you’re accepting new patients needs to be clear and easy to understand. Be sure to include a next step, like calling for an appointment or consultation.
• Combine with digital advertising. Digital and radio advertising complement one another. In fact, in one study, combining these two channels led to a 23% increase in interest and sales.
• Be patient. It’s critical to remember that advertising is an investment. It takes time for any media, including radio, to deliver results. With persistence (and a 21/52 advertising plan), radio is a solution that makes a dependable and lasting impact.

If you want to expand your Joplin dental practice, radio advertising needs to be included in your marketing mix. Looking for more help growing your practice? Be sure to check out our previous blog post on tips to attract new dental patients, or contact us anytime.