Targeting

Because efficiency is the goal, targeting is the strategy. A targeted marketing campaign is one that is focused on the demographic population that has the two things we are after – the need for our services and the means to pay for them.

Sedation dentistry provides a good example: We know from experience that our best prospects for sedation dentistry are between the ages of 35 and 64, with household incomes of at least $75,000. That’s not to say that seniors and young people won’t need sedation, because some of them surely will respond. But you can’t afford to reach everyone, so you have to play the percentages. The key is to identify your best customer and tailor your campaign to reach them. In the case of sedation, you need to find older and wealthier people, because they are much more likely to become your best patients.

RAMP’s media professionals can target your perfect patient better than anyone in the business. When you target your customers by buying the right station, or channel, or newspaper, you get the most for your money.

If you’re running a cosmetic dentistry campaign to attract women ages 25 to 54, you’re not going to get the most bang for your buck on a “talk” radio station. But the same talk station may be the perfect medium to advertise your implant services. It’s decisions like these that make the difference between a successful campaign and a financial failure.

Sedation dentistry provides a good example: We know from experience that our best prospects for sedation dentistry are between the ages of 35 and 64, with household incomes of at least $75,000. That’s not to say that seniors and young people won’t need sedation, because some of them surely will respond. But you can’t afford to reach everyone, so you have to play the percentages. The key is to identify your best customer and tailor your campaign to reach them. In the case of sedation, you need to find older and wealthier people, because they are much more likely to become your best patients.

RAMP’s media professionals can target your perfect patient better than anyone in the business. When you target your customers by buying the right station, or channel, or newspaper, you get the most for your money.

If you’re running a cosmetic dentistry campaign to attract women ages 25 to 54, you’re not going to get the most bang for your buck on a “talk” radio station. But the same talk station may be the perfect medium to advertise your implant services. It’s decisions like these that make the difference between a successful campaign and a financial failure.