SlideShare a Scribd company logo
Dental Marketing
Phil Kolter
 Boomers 
 Yuppies – young urban professionals 
 Puppies – post young urban professionals 
 Dinks- dual income /no kids 
 Woofs- well off old folk 
◦ Love print media
 2.3 billion – annual spending power 
 Control 50% - discretionary spending 
 82% - still read print media
 People over 50 will be 45% of US population 
 55+ age group will control 75% of America’s 
wealth ($2.4 trillion)
 65% of dental expense comes out of pocket 
for ages 65 or older 
 Medicare helps them with health care during 
retirement 
 Fewer dental benefits to retirees 
 COMPETITION FOR DENTAL DOLLAR IS MORE 
FIERCE
 TTT: Target-Then-Track 
 “No company, service nor individual will ever 
be all things to all people. What matters is 
that the company or individual is the right 
thing for the right people.” 
-Marketing News Blog
 A brand is not what we tell the patient it is, it 
is what patients tell each other it is
 Average age of dental implant patient = 58 
years old 
 Average age of Fayetteville Observer readers – 
55-60 years old
 Long term 
 Hard hitting 
 Dramatic 
 Convey benefits
 “To live a creative life, we must lose our fear 
of being wrong.” 
-Joseph Pearce 
 “Creativity is contagious- pass it on.” 
-Albert Einstein 
 “Definition of creativity… well concealed 
plagiarism.” 
-Tom Royal
 4 per year
 Can get reading from ad 
 Ad has shelf life in home 
 Can monitor calls
 3 years ago created enough business to rank 
30th in referring office list 
 2014 will create enough to rank 2nd or 3rd on 
this list
Traditionalmktg

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Traditionalmktg

  • 3.  Boomers  Yuppies – young urban professionals  Puppies – post young urban professionals  Dinks- dual income /no kids  Woofs- well off old folk ◦ Love print media
  • 4.  2.3 billion – annual spending power  Control 50% - discretionary spending  82% - still read print media
  • 5.  People over 50 will be 45% of US population  55+ age group will control 75% of America’s wealth ($2.4 trillion)
  • 6.  65% of dental expense comes out of pocket for ages 65 or older  Medicare helps them with health care during retirement  Fewer dental benefits to retirees  COMPETITION FOR DENTAL DOLLAR IS MORE FIERCE
  • 7.
  • 8.  TTT: Target-Then-Track  “No company, service nor individual will ever be all things to all people. What matters is that the company or individual is the right thing for the right people.” -Marketing News Blog
  • 9.  A brand is not what we tell the patient it is, it is what patients tell each other it is
  • 10.  Average age of dental implant patient = 58 years old  Average age of Fayetteville Observer readers – 55-60 years old
  • 11.  Long term  Hard hitting  Dramatic  Convey benefits
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.  “To live a creative life, we must lose our fear of being wrong.” -Joseph Pearce  “Creativity is contagious- pass it on.” -Albert Einstein  “Definition of creativity… well concealed plagiarism.” -Tom Royal
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.  4 per year
  • 26.  Can get reading from ad  Ad has shelf life in home  Can monitor calls
  • 27.
  • 28.  3 years ago created enough business to rank 30th in referring office list  2014 will create enough to rank 2nd or 3rd on this list

Editor's Notes

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