Like many orthodontists, Dr. Andrew relies heavily on word of mouth to market his practice. “We call it 'internal marketing,'” he says. “Providing quality orthodontic care and great customer service encourages our patients to share their positive experiences with their family and friends.” And there’s nothing better than new, beautiful smiles to sell his service. But word-of-mouth marketing only goes so far, and in this small city, Dr. Andrew realized he could easily use more public awareness.
He also knew that what really turns people into patients is multiple points of contact. “A person may talk to one of my patients. Then that same person may see my name in the newspaper, and then they may call and talk to someone on my staff. It usually takes several contacts with our practice before someone sets up an appointment.”
Because Dr. Andrew was reaching out to new customers, as well as creating additional awareness for current patients and people considering his services, he knew he wanted a very high-quality spot that inspired trust. “A television ad is another way of representing us, so I needed a commercial that would reflect the professionalism of my practice.”
Dr. Andrew selected an ad that represented the high standards of his business and ran it on a four-week campaign. “It’s reaching a different population; this targets a new group in ways other marketing cannot. With Spot Runner, I’m able to efficiently target the 18-to-35 year-olds who want cosmetic orthodontics by advertising on networks like E! and MTV in the neighborhood around my office.” And, he tells us, “I definitely had a lot of people mention they saw my ad. It creates another connection between me and them.”
For a company dependent on word of mouth, that’s a good thing. “I appreciate the quality. People are impressed with the commercial and excited to see their orthodontist on TV. It brings more professionalism to the office because of the professionalism of the ad. People like to associate themselves with success, so it works.”
That makes us smile.
Orthodontics Practice, Newark, CA
Practice
An established orthodontist, practicing for 16 years with 4 employees.
Campaign Goal
Increase public awareness and create a new point of connection with potential patients.
Advertising Strategy
Create a very professional, high quality commercial.
As seen on
E! and MTV