WPI Communications Releases 2013 Dental Marketing Barometer Survey Results

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Report provides breakdown of 2012 spending and dental practice revenue, features 2013 projections.

WPI Communications, Inc., a content marketing, editorial and communications firm specializing in helping dental specialists, dentists, medical specialists and other practices increase revenue through professional referrals and patient contact, released its 2013 Dental Marketing Barometer Survey results today. The only national survey focused exclusively on dental marketing, it details 2012 spending, 2013 projections and overall practice revenue shifts. For the first time this year, respondents were asked about their Internet marketing and social media activity, and to self-assess their dental marketing success. Obtain the full details of the 2013 Dental Marketing Barometer Survey at http://wpicommunications.com/request/2013-dental-marketing/.

Findings are segmented by marketing tactic and dental specialty. Respondents included 256 endodontists, general dentists, oral surgeons, orthodontists, pediatric dentists, periodontists and prosthodontists. Findings include revenue from the past four years, as well as 2013 projections. The report details the most- and least-utilized dental marketing methods, and compares them with previous years’ results. Real spending and projections are provided, by specialty, for direct mail, “lunch-and-learns,” newsletters to referring health care practices, patient newsletters, practice brochures, print advertising, radio, Web sites, yellow page advertising and other marketing methods. Internet marketing tools such as Facebook, Google +, Pinterest, Twitter, Yelp and YouTube were also measured. Internal and outsourced marketing resource allocation and the importance dentists place on marketing plans were surveyed as well.

Again in 2012, nearly half of all practices reported higher annual revenue than the year before. Meanwhile, 19% reported a drop and 35% reported no change. Compared with 2011, periodontists, general dentists and endodontists reported the most revenue increases, representing a mix very different from 2011. For 2013, a full 60%, led by general dentists, project a revenue increase.

Five marketing activities increased in overall use in 2012: Web sites, practice brochures, patient newsletters, newsletters to referring practitioners, and lunch-and-learns. Web sites were the most widely used marketing tool once again. Facebook was the second most used method. The volume of practices using Facebook, across specialties, is a significant trend to watch, with 65% expecting to use Facebook for marketing this year. Almost all other Internet marketing categories are projected to climb measurably, with Google+ to increase the most dramatically in 2013.

Respondents project that they will increase their use of most marketing activities. The biggest jump planned is newsletters to referring health care practitioners, to be leveraged by 43% of all practices surveyed. Patient newsletters will be the next biggest jump, led by pediatric dentists and general dentists.

More than any other category, respondents characterized their marketing efforts as “good.” The next most common category was “fair,” followed by “very good,” “exceptionally good” and “poor.”

“This year’s survey results point to some very interesting dental marketing trends that specialists and general dentists can use to make informed decisions about their marketing budgets,” said Steven Klinghoffer, president of newsletter marketing company WPI Communications. “While social media and various Internet marketing categories are projected to climb significantly, referral-generating newsletters and patient newsletters will further increase in 2013. The take-away here is that to achieve and maintain visibility with their patients and colleagues, and grow their practices, many dentists understand that both social media and content marketing must be part of their marketing mix.”

All dentists who completed the brief survey were entered into a raffle to win an Apple iPad with 9.7-inch Retina Display. Congratulations to the winner, Matthew Brock, DDS, MSD, of Southeastern Endodontics, Chattanooga, TN.

WPI Communications, Inc., helps dentists and other professionals market their practices through editorially based programs that position the practice as being knowledgeable, well trained and willing to communicate their expertise. WPI has been providing newsletter marketing services to professionals since 1952. For more information about WPI Communications or a free copy of the survey results, please call 800-323-4995, e mail info(at)wpicommunications(dot)com or visit http://wpicommunications.com/dentists.

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Vincent Gragnani
WPI Communications
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