Dental treatment and restoration is an area where big money is spent. People are always ready to pay for health, beauty and pain relief, and dental services allow you to get all three of these benefits. However, there are more and more patients who are looking for money, so the competition between dental offices is growing. Now it is not enough to simply place your medical center on Google Maps and wait for calls from suffering patients. You need to develop full-fledged marketing materials, taking into account niche nuances.
In this article, we will share our experience and knowledge that we have gained while creating and promoting websites for two dental clinics and developing logos for two distributors of dental equipment.
Desires and fears of the target audience of dental clinics
As our CEO Dmitry Vaganov likes to repeat, everything starts with the target audience. Each site block should cover some need of the target audience or dispel their fears
Desires of patients of dental centers:
A snow-white smile - so you don't have to embarrassingly hide your teeth during a date or when taking a photo.
Straight teeth - to feel your own physical perfection.
Strong teeth - so you don't have to deny yourself the desire to nibble on your favorite seeds and nuts.
Lack of sensitivity to sour/sweet/cold/warm, so you can enjoy fruits, ice cream and hot coffee.
Pain relief - to regain your ease and focus on your work, not the aching nerve in your upper jaw.
Accordingly, advertising materials must show that the patient will get such a result. This is the reason why the green apple in dental advertising will never go out of style. It is hard (i.e. requires strong teeth), sour (i.e. implies lack of sensitivity), symbolizes health and youth.
You can play around with this result using a variety of creative techniques, but the essence will remain the same.
Fears of dental clinic patients:
Unbearable physical pain is a kind of horror story, familiar to us uk whatsapp number list from childhood. This is the reason why even 50-year-old men sometimes delay visiting the dentist until the last minute. That is why it will not be superfluous to mention that you have a powerful but safe anesthesia.
Child hysteria - the nightmare of parents taking their child to the dentist is the anticipation of this event. Parents really don't want to watch their child shaking the clinic with his crying, or even rushing around in the chair like a lobster in boiling water. Therefore, it will be very good if you create the impression of a special approach to children in your medical center - reflect the presence of toys, etc.
Money-grabbing - stories about how unscrupulous dentists deliberately ruin people's teeth to increase their own income, find a response in the hearts of people who do not want to part with their money. Such a negative background cannot be ignored when increasing the effectiveness of marketing promotion.
Unprofessionally rendered services - young specialists will be especially "suspected". No one wants to have their teeth trained on. Therefore, you need to provide some evidence of your employees' competence.
Health implications - There are many exaggerated stories on numerous forums about how teeth become hypersensitive, crack, etc. after whitening. You need to take these concerns into account and make the case that your high-tech equipment and professional approach will protect the client from such misfortunes.