Newsletters Represent Greatest Projected Growth Opportunities for Dental Specialists

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WPI Communications releases survey detailing marketing spending by dental specialty and projections for 2011

WPI Communications, Inc., an editorial and communications firm that helps dental specialists increase revenue through increased patient contact and expanded referrals, released the 2011 Dental Marketing Barometer Survey results today. Practices can use this year’s survey results to obtain a full picture of marketing spending for the past two years and see projections for 2011. Data has been compiled by marketing tactic and dental specialty. The findings provide marketing and revenue trend data based a survey of more than 220 endodontists, periodontists, prosthodontists, orthodontists, oral surgeons and pediatric dentists. The full survey and analysis are available at

This year’s survey found that while the economy continues to challenge dental specialists, many saw an improved 2010. Specialists reported slightly higher revenues in 2010, and fewer reported lower revenues. Despite the sluggish economy, spending increased modestly from 2009 to 2010 for almost all marketing activities surveyed.

Findings segmented by specialty practice area include

  •     2009 and 2010 revenue, as well as 2011 projections
  •     Most and least utilized dental marketing methods in 2010, compared with 2009 data
  •     Marketing spending trend data projected for 2011
  •     Breakdown by specialty for print advertisements, direct mail, yellow page ads, Web sites, patient newsletters, physician referral newsletters and other tactics
  •     Internal and outsourced resource allocation for marketing functions
  •     The importance dental specialists place on marketing plans and programs

The survey found that patient newsletters and newsletters to referring health care practitioners represent the greatest projected growth opportunities, expected to increase by 14% and 15% of practices, respectively. The data from the past two years indicate that dental specialists recognize the importance of newsletters in marketing their practices, but procrastinate in implementation. Another key finding was that Web sites will continue to be the most popular tool, as 83% plan to utilize these, up from 2009 and 2010 numbers.

“This year’s survey will once again help dental specialists understand how and where their colleagues and competitors are spending on marketing. Because data is compiled by practice area, prosthodontists, periodontists, orthodontists and others can track spending for the past two years and see a clear picture of projections for 2011,” said Steven Klinghoffer, president of WPI Communications. “An interesting finding this year was that while practices increasingly use dedicated marketing staff and marketing consultants, many dental specialists continue regular involvement in practice marketing. As practices meet growth challenges, they’re likely to continue to increase the use of outside marketing resources and communications firms.”

Key Findings from the Dental Marketing Barometer Survey

  •     A third of dental specialists saw revenue increase in 2010 over 2009, and fewer reported revenue losses. More than half expect a more profitable 2011.
  •     Patient newsletters and newsletters to referring practitioners will increase most dramatically.
  •     Dental Web sites will continue to be the most popular marketing tool across nearly all specialties.
  •     A full 95% of respondents reported that having a marketing plan or program was “very important” or “somewhat important.”
  •     While use of dedicated staff marketing resources and consultants is on the rise, many dental specialists continue to manage marketing functions.

Get the full details of the 2011 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. Since 1952, they have provided proven practice-development tools designed to increase revenue through increased client and patient contact, and expanded referrals. For more information about WPI Communications or the 2011 Dental Marketing Barometer Survey, please call 800-323-4995, e-mail info(at)wpicommunications(dot)com or visit


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Lisa Klinghoffer Buber
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