Digital vs. Print Marketing

With regular advances in technology and online communication tools, it may be easy to believe there is no contest between print and digital marketing. While that might be true for some industries, most successful businesses appreciate the value in both strategies.

This is especially true for advertising for dentists which will have different objectives depending on specialty, region, and target audience. That said, let’s see how digital and print marketing compare.

Digital Marketing

These days, digital marketing is quite literally in the palm of our hands, making it easier than ever to reach prospective new patients. Here are some of the most effective digital tools for the modern dental marketing team to include in their arsenal:

• SEO – Integrate search engine optimization into your content.

• Email Marketing & IP Display Ads – Use contact lists to get your message to inboxes.

• Website Retargeting – The cornerstone of a digital ad campaign.

• Geofencing – Find your target audience where they live and visit.

• Keyword Retargeting – Follow potential patients based on their internet searches.

• Social Media – Use paid or organic posting on multiple platforms.

• OTT – Find streaming audiences with over-the-top television advertising.

• Online Reviews – Word-of-mouth in the digital age makes Google and Yelp work for you.

The most notable benefits of going digital are flexibility, reach, and affordability. Some tools like social media or sending emails are free, while others cost only pennies an ad depending on reach and strategy. Digital results are more measurable thanks to clicks and views metrics. There are always new advances which means more opportunities to reach your audience.

The downside of digital is there are always new advances. It can be overwhelming knowing where to find visibility, researching trends, and understanding algorithms – that constantly change! This is where teaming up with marketing experts is the wise move.

Print Marketing

In spite of dire rumors in the past few decades, print is certainly not dead. Newspapers may have expanded their reach into the digital world, but there are still numerous opportunities and reasons to promote your dental practice through tangible media. These include:

• Newspaper & Magazine Advertising – Especially valuable in local news and niche or trade magazines.

• Direct Mail – Postcards are a staple for savvy dentists seeking new patients.

• Posters, Signage & Billboards – A visual invitation for potential patients to learn more.

• Brochures & Sales Collateral – Good print marketing can begin from your office.

Print marketing can appeal to your target audience from a business card in the palm of their hand to the broad side of a building sign. Because people like consuming media with different senses and print advertising can’t be deleted as effortlessly as digital, businesses will benefit from tangible marketing tools for the foreseeable future.

The downside of print is typically the cost. It helps to negotiate contracts with most print advertising outlets that consider circulation, reach, and length of time. It’s also important to consider your audience and region before mass-mailing postcards or running national ads.

Ultimately, the partnership of print and digital is at the heart of good marketing, and at RAMP Results, we appreciate that. We work closely with dental clients to determine the perfect combination of traditional and digital marketing strategies. Give us a call today for a free consultation.