Which factors influence the success of social media advertising campaigns most?
Key things to consider when setting expectations for your ad campaigns
Social media advertising is more popular than ever right now and it seems like most dental practices are using it to some degree. However, lots of dentists are increasingly disillusioned by campaigns falling well short of expectations or worse, failing completely. So what is causing lots of dental social media advertising campaigns to miss the mark and what can you do to help ensure this doesn’t happen to you?
Set realistic expectations
Whilst your Invisalign rep, implants rep or even business coach might tell you that all is buoyant in dentistry right now, this isn’t entirely accurate. Whilst lots of people are searching for general dentistry and hygiene, the number of people looking for more expensive treatments is falling back.
The reasons for this are varied and it pays to understand what they are before considering starting your own dental ad campaigns. Let’s take a closer look so that you are well-informed and can set realistic expectations.
The current economic climate
The UK economy is under significant duress at the moment and this is set to continue for some time. This extends to the personal level with many folk now having far less disposable income than previously. This is affecting different demographics to different degrees and consequently their ability to afford certain types of dental treatment. For example, we are seeing more of a fall away for Invisalign treatment in younger people compared to implants in the older demographic.
However, in general we are seeing more folk think twice before starting their treatment journey at the moment.
Your location
There is quite a marked location effect when it comes to using social media advertising. For example, it’s easier to reach a lot of people with your ads in densely populated areas than it is in more sparsely populated areas. There are also “hot beds” for certain treatment types for example cosmetic solutions are more popular in the heart of Essex than in rural Shropshire. This may sound obvious, but it often appears to elude dentists when they are looking to get on the social ads bandwagon.
The competition
These days, few dental practices are fortunate enough to have limited local competition and more than often, two, three or more of the local competitor practices will be running their own campaigns. Competition can be quite intense and in circumstance like this, as we’ve mentioned in earlier blogs, it’s absolutely essential to have a compelling value proposition for new dental patients if your campaigns are to be successful. If you follow exactly the same path with the same offers as everyone else, then prepare for slow going. Hint – everyone if offering free scans, retainers and whitening with their Invisalign campaigns these days; so that’s your baseline if ortho is your target.
The intense competition is also being exacerbated by lots of companies selling social media marketing in the dentistry sector. You’re probably inundated by lots of offers to help including free services in month one etc in order to tie you in. As you might imagine, not all of these services are equal and you will need to do your research and pay for an experienced practitioner if you are serious about getting results.
Fewer fish in the sea?
Where a practice has been running campaigns in a particular location consistently for several years, the number of people open to wanting the treatment will fall progressively to a steady state. In the first couple of years, advertising will quickly reach and convert a lot of folk in a targeted way, but then the numbers who are receptive will fall back. Of course this will be off-set for example by folk reaching the age where they are suitable for treatment or perhaps where their finances now allow it; but in general, the pastures become less fertile as time progresses. This is exacerbated by new competitor practices also starting their own campaigns.
In circumstances like this, it becomes necessary to open up campaigns to a broader audience and also to push hard with re-marketing initiatives, fresh ads, compelling offers and more. Trying to remain as the “go to” supplier in such circumstances becomes progressively more challenging and typically more effort and higher budgets will need to be allocated.
The effect of national providers
Over the last few years we have seen national providers with disruptive techniques become increasingly more aggressive, for example the DIY aligner suppliers who claim to do effective teeth straightening by post. Those of us in the dental industry know the pitfalls associated with these types of services but unfortunately that doesn’t extend to the general public. Folk simply tend to assume that it must be safe and are easily sucked in by lots of glossy ads, including those now widely seen on TV.
Most dentists simply do not have the advertising funds to compete with services like this and undoubtedly will have lost patients to them. That doesn’t mean that it’s pointless trying; it does however mean that you should be aware of the additional competition it introduces and also be prepared to answer tricky question about pricing when patients compare your offer with alternatives.
How an experienced social ads provider can help
Many providers of Facebook and Instagram ads will simply tell you that all is rosy in a concerted effort to get you on board and signed up to a lengthy contract. Far fewer will conduct an analysis for your specific situation and advise you based on the findings.
For example, here at Dental Media we will complete a full location analysis including evaluating competitor’s ads. We then advise what needs to be done so that the dentist has the best chance of competing. Where competition is intense and where budgets are likely to be big, we have no hesitation in advising so the dentist can make an informed choice before stepping in.
If a social media marketing agency simply wants to sign you up without providing this type of analysis, please think twice!
Summary
Social media advertising for dentists can be very effective, but not in every case unfortunately. There are several important factors which will dictate how well your campaigns will perform and you need to understand and evaluate these before you begin. Only then will you be able to set realistic expectations against which to judge the performance of your campaigns.
If you would like help to get moving with social media ads for your own practice, please get in touch with the team at Dental Media for a no-obligation chat and exploratory session. You can reach us on 01332 672548 or by using the website contact form.