What is the BEST ad mix for finding AOX Cases?
A very good question.
Ultimately, the ad mix will depend on location as well as goals with case numbers. If your goal is 3-4 arches per month, your ad ‘mix’ will be different from someone that wants two arches EVERY week.
If you are in a market that is predictable with Medicare billing for medical necessity oral surgery and endosteal implants, this will also affect the mix.
The Best Advertising Mix
In the majority of markets, Search based Google paid ads are a big component for finding AOX cases. There are ads that work and ads that don’t work well. There are ads that are less efficient based on the information in the ads and on what the patient sees after they click the ad to move on to review the practice information – Google penalizes these ads meaning the advertiser (you) pay more for being less efficient.
Where does Facebook fit into this? In reality, nowhere if you want to find quality patients who are more qualified.
Our digital ad campaign manager has been managing and writing Google ads for longer than our competitors have been driving cars. With our current winning ads, we have more than a decade of hard data backing up the headlines, copy, and keywords. We are one of a kind with this much data backing up our Google advertising.
With online advertising, it is more than simply Google search based ads (PPC). In fact, there is a ‘holy trinity’ of web-based efforts related to AOX that consists of Google search based ads, Google reviews (what people say about implants not just that they like you) and storefront (the specialty full arch implant website). All three intimately work together.
The PPC ads and the website content have to be tightly linked so patients are likely to move from ad to emotion based content to calling the office. Additionally, the way Google functions these days “relevancy” is a big deal. A lot of AOX ads and website content is not seen as relevant and as a result Google raises the ad costs for those practices. If you aren’t efficient and relevant to Google’s customer, they are fine with still showing your ads but they will punish you with higher costs. This can mean an additional 20% in ad spending!
Google reviews are now part of the advertising equation. It’s great to have a lot of reviews but most practices aren’t leveraging the reviews specifically for implant services. There’s no cost to do this with Google but you have to know what you are doing administratively when asking for reviews.
Finally, storefront is a big deal. Most dental websites are technique focused or “Wikipedia” in nature. They don’t show the consumer what they are really looking for at all with the AOX procedure. They don’t give enough emotional reasons for a patient to pick up the phone and call. (FYI – phone calls are the #1 goal in ads! If someone isn’t calling you, you have no chance to move on to talk about the amazing things you do). Most websites are formatted to look great to the dentist buying the site but not for the patient who is REALLY the end-user No surprise here. Dentists buy websites THEY like. Dental website companies make websites that look appealing to dentists not to patients.
It’s worth pointing out that the storefront also affects all other advertising. Patients routinely move from any ad they see to the website to investigate you before calling. So how is YOUR storefront? Is it appealing to you or to your implant patients?
Implementing Your Ad Mix
Once we are past the ‘holy trinity,’ the mix may include AO4 focused Newsprint, it may include a direct mail component based on age and income and geography, it may include seminars, and for those who want the most cases, it may include long and/or short form TV.
With having both digital and traditional media, we are also the oldest in the business of specialty implant case advertising – literally having been performing and delivering cases now far longer than our competitors have bene out of Pampers.
The Full Arch Program handles all of these things PLUS trains phone sales process and in-person sales process at the MBA level. Nothing else out there is like it.
To discuss on how all of this impacts implant cases, patient out of pocket payment to you for what’s not covered, advertising to find patients, and adding 30-50 additional full arch patients to your case flow each year, schedule a time here.
Full-Arch Program Testimonials
“James, I’ve realized that after adopting your sales process for the implant cases in my practice that we have been leaving 25-50% of our fees on the table. I wish I had discovered you and your training 20 years ago!”
– Dr. Greg Sawyer, Los Gatos, CA
“The Full Arch Program with Medicare Option has given me the implant practice of my dreams.”
– Dr. F. A. Charlotte, NC