Dental Service Organizations have often relied upon Rooftop Radius for new patient targeting. While this method can be effective; There is a better way. Join us as we take a deeper dive into the nuances of direct-to-consumer/direct-to-patient marketing.
Consumer data is important to every single marketing campaign in every single industry. Marketers must be aware of who they are marketing to and what mediums will be most effective for their audiences. Dentistry is an industry that must pay especially close attention to the quality of their targeted audiences. Audience targeting is a science. Top marketers must have a keen awareness for the different traits possessed by their current patients and potential prospects alike. Custom modeling for DSOs (Dental Service Organizations) should be on the forefront. Modeling should be based upon income, geography, and other very specific criteria as it relates to the dental organization.
Dental Clinics require a very special combination of custom targeting for new patients and retention modeling for existing patients. Incorporating a direct-to-consumer marketing strategy through a trusted and experienced firm is of the utmost importance. Rooftop Radius is a term often used in marketing that refers to a radius surrounding a physical location, such as a dental clinic. This might seem like a great way to target patients, however, one must also consider the geographical landscape. What if your radius includes a river, mountain range, or even an interstate? These scenarios are common for most clinics, which often hinders the rooftop radius targeting process. It is important to choose a quality data provider in order to avoid targeting irrelevant and unmarketable areas. A quality data provider will take the time to model your most profitable patients and establish where they are truly coming from when they walk through the doors of your clinics.
When DSOs spend money on D2C marketing campaigns, they deserve a return. The best returns come to those who utilize data science. If you are in need of a quality data-marketing partner, then you need Altair Customer Intelligence. Remember, the best patients need to know where you are and what you provide. Altair is always here to help get your marketing messages to the right patients at the most precise time.
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