This presentation shows how to use surveys to find what is important to your public and then create effective marketing messages that really communicate to your audience.

1. How do you bridge the gap between
your service and your buying public?

2. Do you have to deeply ponder what
will actually interest people?

3. Does it take hours, even days of
profound personal reflection?

4. No! You just find some people and ask
them what they need and want!

5. • SURVEY: to ask (many people)
a question or a series of
questions in order to gather
information about what most
people do or think about
something

6. Example of a Dental Survey

7. Tabulation of Surveys
• Once you have plenty of surveys done, then
you have to TABULATE the results.
• Tabulate means to arrange into “tables.”
• Remember “Times Tables” in school?
A “table” in this case is an orderly
arrangement of data.

8. • Question 1. Before you started treatment with us, what situation with
your teeth and gums bothered you the most?
• Pain teeth and gums(infection) (Swollen)///////
• Cavities//
• Nothing//
• Plaque build up/
• Lost a crown, crown was bothering her
• Bleeding
• Last dds told to go to oral surgeon for expensive procedure
• Sensitivity//////
• Grinding
• Unclean
• Deep pockets
• Cosmetic part of front teeth
• Crooked teeth
• Hadn’t has a cleaning in years/
• Regular check-up
• Missing teeth
• Maintenance

9. • Question 2. Is there anything about your teeth or smile that
you would most like to improve?
• No///////////
• White teeth//////
• Chipped teeth
• Health of my gums//
• Not girnd them
• Replaced missing teeth///
• Handling fillings
• Healthy teeth/
• Straighten it//
• Cosmetic front teeth
• Gum sensitivity, gums better

10. • Question 3. Why is it important for you to maintain
healthy teeth and gums?
• Good smile, Appearance, So I can have nice teeth +
Gums///////
• To keep natural teeth /////////
• For my health, They are an important part of your
body/////////////////
• For proper chewing of food/
• Affects the bone
• Have type 2 diabetes
• Makes me feel better/
• Don’t want bad breath

11. • Question 4. What important qualities do you look for in a dentist?
• Experience, Professional///////
• Patience
• Respectful, nice(Friendly,kind, caring), Takes care of patience, Chair-
side manner, making the person at ease,relaxed, Outstanding customer
service///////////////////
• Honesty,Giving all possibilities not just what makes the most
money(trust)/////
• Fairness
• Information I can understand, straightforward////
• Intelligent
• Flexible hours/
• No pain
• Up-to-date technology//
• Cost///
• Trust
• Forearms and size of wrist to elbows, small hands
• Clean office/
• Listens to me
• Works out treatment options with you
• On time
• Location
• Covered by insurance

12. How to interpret results
• Count up similar responses, and put a slash
next to duplicate answers
• When one answer has many more responses
than the others, that is the button for that
question
• If you get no clear winner, survey more people
until you get an answer with a solid majority
• Take the winning response and craft a
marketing message using that phrase

13. Examples of Buttons
• Look better and restore your self-confidence
• Friendly, caring and knowledgeable Doctor and Staff
• A secret to overall health… healthy teeth and gums
• Keep your teeth and gums healthy and strong for life
• Have a beautiful white smile

14. Important!
• Survey Buttons establish agreement
with the reader so that you can then
DELIVER YOUR MESSAGE!
• So what is your marketing message?

15. There are consequences to not
surveying!

16. Is this the Message you want to convey?

17. Nice…but is it surveyed?

18. Your Marketing Must Be Addressed to
the Viewpoint of Your Audience

19. Will these images elicit an emotional
response from the viewer?

20. With correct survey data a light will dawn on your
marketing and you will really communicate with your
target audience!!

21. What emotion does this create?

23. What Questions Do You Have?

24. Want More
Information?
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