Dental Specialists Plan Aggressive Marketing in 2010

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WPI Communications releases survey, finds practices optimistic about coming year.

The survey contains actionable data that dental specialists can use to make pragmatic decisions about their 2010 dental marketing plans

WPI Communications, Inc., a communications firm that helps dental specialists increase revenue through increased patient contact and expanded referrals, released its Dental Marketing Barometer Survey results today. The findings provide marketing and revenue trend data based on surveys of more than 260 endodontists, periodontists, prosthodontists, orthodontists, oral surgeons and pediatric dentists. The full survey and analysis are available at

Findings segmented by specialty dental practice area include:

  • 2009 revenue and 2010 revenue projections
  • Most utilized and least utilized dental marketing methods in 2009
  • Most popular and least popular marketing methods projected for 2010
  • Breakdown by specialty on use of print advertisements, direct mail, yellow page ads, Web sites, patient newsletters and other methods
  • Internal resource allocation for marketing
  • Use of outsourced resources for marketing functions
  • Importance of marketing plans and programs according to dental specialists

The survey found that more than half of practices anticipate 2010 will be a year of revenue growth. Across all specialties, it will also be a year of increased marketing spending. In 2009, Web sites and yellow page advertisements were the most widely used marketing tools among specialists. The Dental Marketing Barometer Survey finds that Web sites will continue to be the most popular marketing method in 2010, while yellow page spending will decline. Except for yellow pages, practices across all specialties plan to increase spending in all survey categories, including direct mail, message on hold, newsletters, brochures, print advertising and web site.

“The survey contains actionable data that dental specialists can use to make pragmatic decisions about their 2010 dental marketing plans,” said Steven Klinghoffer, president of WPI Communications. “This is a comprehensive view of the industry landscape.”

“While the revenue and marketing spending projections didn’t surprise us, some data on execution was unexpected,” Klinghoffer said. We found that many doctors and surgeons are involved in their office’s day-to-day marketing functions. These marketing duties compete for their attention while they focus on patient care and staying on the leading edge of their profession. However, as revenue and spending on marketing efforts increase, we anticipate practices will broaden their use of outside dental marketing specialists.”

Key findings from the Dental Marketing Barometer Survey:

  • All dental specialists—endodontists, periodontists, prosthodontists, orthodontists, oral surgeons and pediatric dentists—plan to dramatically increase the breadth of their marketing efforts in 2010. This expansion will apply broadly across almost all marketing methods, with several significant increases by some specialists.
  • Most respondents expect revenue to increase from 2009 to 2010.
  • Education-focused marketing methods like “lunch and learns” and newsletters to referring practitioners will increase in 2010.
  • Many dental specialists are handling marketing themselves, rather than delegating it to staff or outsourcing it.
  • Most respondents acknowledge that having a marketing plan or program is important.

Obtain the full details of Dental Marketing Barometer Survey at

WPI Communications, Inc., helps professionals differentiate their practices through editorially based programs that position the practice as being knowledgeable, well trained and willing to communicate their expertise. We have been providing proven practice-development tools designed to increase revenue through increased client and patient contact and expanded referrals since 1952. For more information about WPI Communications or the Dental Marketing Barometer Survey, please call 800-323-4995, visit


Lisa Klinghoffer Buber
Director of New Product Development, WPI Communications, Inc.
55 Morris Avenue
Springfield, New Jersey 07081
Tel: 973-467-8700 | 800-323-4995 Ext. 37
Fax: 973-467-0368 | 800-677-9742


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