Working with the target audience on the website
Posted: Sat Dec 21, 2024 4:53 am
Now that we have figured out what inspires and excites potential patients in theory, let's move on to practice. Now we will analyze with examples how the desires of visitors to a dental web resource are kindled and the fears of dentists' services are crushed in the process of promoting them.
Since one of the main fears of the target audience is the pain of dental treatment, we should be careful with the red color, associated with blood. It would be absurd to promise the patient relief from pain, writing it in bloody red. The design of the inscription should correspond to its verbal message. Note that already on the first screen (below), in the design of the call to action, we use a soft animated highlighting of the keyword in dark green. No advertising aggression in the call-to-action. There is a high probability that the client himself is already a little stressed about the upcoming visit to the dentist.
The choice of green for use in the marketing promotion process is not accidental. It is often used in medicine, as it has a calming effect. In the background of the site, we enhance this effect even more, thanks to slow, smooth transitions. In such an atmosphere, even the dentist's chair, associated with pain since childhood, no longer seems so scary. Such psychological nuances are important to consider in the process of promoting dental services.
As we have already said, dental services for children have their own specifics. Some patients are specifically looking for services for themselves, and some for their child. In order to make it convenient for both, you can uk whatsapp numbers use a switch. This is what we did on the website we developed for the dental clinic "Aldenta" , which we provide here as an example.
"The Children's Question" can also be a source of inspiration when thinking up marketing promotion campaigns. Adults often put off visiting the dentist until the last minute, but they will take their children to the doctor on time. And if the clinic seems worthy to them, there is a high probability that they themselves will turn to it as patients.
Since one of the key concerns of potential clients is the fear of large monetary expenses, it is worth periodically organizing enticing promotions with free services - dental checkups, diagnostics, various consultations. When a person visits your medical center and is convinced of the professionalism and friendliness of your staff, it will be much easier for him to part with his hard-earned money. The main thing is that information about such promotions is presented not in an aggressive advertising style, but in a friendly, "human" tone.
Services of private clinics are more expensive. The price must be justified from the very beginning. Therefore, you must be strikingly different from state clinics in terms of service, convenience and customer focus. For example, if it is not always possible to get through to a state clinic the first time, then the website of a private medical center should provide the ability to order a call at a time convenient for the patient. Here is how we implemented this on the Customer's website:
And one more nuance, at first glance, insignificant. If you have a network of clinics, make sure that the branches are displayed on the maps in the form of a logo. A trifle? Of course. No one will contact your dentists or refuse their services because of the presence / absence of such a feature. However, the digital image of the company is formed from dozens and hundreds of such almost imperceptible details. And this affects trust, i.e. leaves its mark on the promotion of dental services in general.
Since one of the main fears of the target audience is the pain of dental treatment, we should be careful with the red color, associated with blood. It would be absurd to promise the patient relief from pain, writing it in bloody red. The design of the inscription should correspond to its verbal message. Note that already on the first screen (below), in the design of the call to action, we use a soft animated highlighting of the keyword in dark green. No advertising aggression in the call-to-action. There is a high probability that the client himself is already a little stressed about the upcoming visit to the dentist.
The choice of green for use in the marketing promotion process is not accidental. It is often used in medicine, as it has a calming effect. In the background of the site, we enhance this effect even more, thanks to slow, smooth transitions. In such an atmosphere, even the dentist's chair, associated with pain since childhood, no longer seems so scary. Such psychological nuances are important to consider in the process of promoting dental services.
As we have already said, dental services for children have their own specifics. Some patients are specifically looking for services for themselves, and some for their child. In order to make it convenient for both, you can uk whatsapp numbers use a switch. This is what we did on the website we developed for the dental clinic "Aldenta" , which we provide here as an example.
"The Children's Question" can also be a source of inspiration when thinking up marketing promotion campaigns. Adults often put off visiting the dentist until the last minute, but they will take their children to the doctor on time. And if the clinic seems worthy to them, there is a high probability that they themselves will turn to it as patients.
Since one of the key concerns of potential clients is the fear of large monetary expenses, it is worth periodically organizing enticing promotions with free services - dental checkups, diagnostics, various consultations. When a person visits your medical center and is convinced of the professionalism and friendliness of your staff, it will be much easier for him to part with his hard-earned money. The main thing is that information about such promotions is presented not in an aggressive advertising style, but in a friendly, "human" tone.
Services of private clinics are more expensive. The price must be justified from the very beginning. Therefore, you must be strikingly different from state clinics in terms of service, convenience and customer focus. For example, if it is not always possible to get through to a state clinic the first time, then the website of a private medical center should provide the ability to order a call at a time convenient for the patient. Here is how we implemented this on the Customer's website:
And one more nuance, at first glance, insignificant. If you have a network of clinics, make sure that the branches are displayed on the maps in the form of a logo. A trifle? Of course. No one will contact your dentists or refuse their services because of the presence / absence of such a feature. However, the digital image of the company is formed from dozens and hundreds of such almost imperceptible details. And this affects trust, i.e. leaves its mark on the promotion of dental services in general.