The Dentist’s Target Market

Wondering where to start with a marketing strategy for your dental practice? You do not want to spin your wheels; your time is way too precious. Planning is important. So, to quote Disney’s 1951 rendition of Lewis Carroll’s classic, Alice in Wonderland, “Well, start at the beginning, and when you get to the end…stop.” But we won’t stop at the end. We’ll keep going and going and going…

First, you need to know who you’re trying to attract. This group of people will be your target market. Keep in mind, consumers make purchases for three reasons: to meet basic needs, to solve problems, and to feel good.

Take a look at your current patient roster. If you want to bring in more patients like those you already have, then the roster will give you some great insight. Consider the age, gender, income, and city of residence. Know that mothers usually choose the family dentist, so, if you cater to families, go for the moms.

If you want to change the type of patients you serve, you have to determine who you want as patients. A good rule of thumb is, determine what you like to do and what is most profitable. Then find out who would purchase those services to meet their basic needs, solve problems, or feel good.

See how this works? It’s not rocket science, but it does take some thought!

Once you know who you want as patients, then look at the demographics of the community and surrounding cities your practice serves. Go to www.zipskinny.com for your research. You need to make sure that the type of people you want as patients live in the area. If they don’t, you have two options: move your office or change who you want to serve.

So let’s say you know who you want as patients and these folks live within 12-20 miles of your dental practice. This is your target market. To develop an effective marketing strategy, we have to know more about these people. By understanding the habits and preferences of your target market, you can come up with some creative marketing ideas that will really appeal to them.

Here’s a questionnaire to help you in your journey…

  • Is your target market more conservative or trendy?
  • What is the social class of your target market?
  • What education level do they hold, on average?
  • What types of jobs do they hold?
  • What do they do in their leisure time?
  • Where and what do they eat?
  • With whom and where do they spend a lot of time?

Now you know the target market for your dental marketing campaign, and you also have some good ideas about where your message will reach those people. If you need help getting to or past this point, give us a call at 972-781-8861! The marketing specialists at Modern Dental Practice Marketing will work with you to attract targeted, qualified patients. We use the Internet (blog website, social marketing, SEO, etc.) plus local marketing (events, direct mail, etc.) to help dentists build successful, profitable dental practices. We’re in the business to make dentists smile!