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Gary Davis
Gary Davis

TelevisionAdvertising.com is brought to you by Gary Davis Media, of Austin, Texas. Founded in 1988, GDM specializes in TV advertising for small business & professionals with a particular emphasis on legal advertising.
Denture Clinics: An offer that I have found works very well on TV.

In my experience, even prospective patients who already have or have had a regular dentist for other dental services will sometimes call a denture clinic that they see advertising on TV.

The denture clinic has an offer most neighborhood dentists cannot match: the laboratory technicians and the dentists all work together with the patient, under one roof. It is not hard to make the case to the viewer that such an arrangement can result in better quality dentures, delivered more quickly, at lower prices.

There are areas of TV that hit the age 50+ denture wearer at affordable rates so you can run your spots so as to specifically target that demo.

At this time, I have two denture clinic clients, in two markets. Both have done very well using TV over a number of years. Another denture clinic client, who advertised with me from 1994 until after he sold the business in 2007, expanded from a tiny two-chair operation into a building 10 times the size of the old one, adding two more dentists, several employees and 4 more chairs. He credited most of that expansion to his TV advertising.

One of my clients, a dentist who owns a denture clinic in a relatively small market, reported to me that in the first months of his TV advertising, his television commercials were bringing in a little over 7X the money he was paying out for them -- with a TV budget that most people would say was too small to work at all. Within a few months, he doubled his budget to add just 2 or 3 more very inexpensive spots a day on a second station and within a short period of time he was booked up for 3 weeks in advance.

Keep in mind that most of the denture clients you get from TV are going to be working class people. Upper middle-class people, long-established with their neighborhood dentists and less likely to respond to TV anyway, are probably not going to call you.

Normally, what you want to do is make an honest offer for a "budget" denture with a "From" price offer on TV and then, in many cases, you will be able to sell up to a better quality denture, once the people come in and see what you have to offer.