How-To Example of Leveraging Media: Prosthodontic Marketing Gets More Impact for Esthetic Restoration Campaign

By Stewart Gandolf
Chief Executive Officer

ACPThe American College of Prosthodontists (ACP) recently launched a marketing campaign about esthetic restoration. Using an effective combination of video and audio material, the ACP placement plan is a good case example for healthcare marketing and advertising decision-makers about how to leverage media exposure for added (and affordable) reach and audience impact.

Here’s a quick look at the campaign:

First up is a series of  interviews with ACP members discussing the specialty airing on the SkyRadio channel on American Airlines and U.S. Airways. At the same time, a 30-second commercial featuring prosthodontics will air on 2,000 screens at 48 U.S. airports.

These spots are part of a national series approved by the ACP Board of Directors to increase visibility of the specialty. Working with ACP Affinity Program provider Healthcare Success, the ACP developed a package of radio and TV commercials to be broadcast through Sky Radio Network and CNN. This package has broad appeal and is a rare opportunity to utilize prestigious media on a national basis at an affordable rate.

About 4.7 million travelers per month are the possible audience for the in-flight radio programming. A realistic estimate of listeners tuning in when a prosthodontic interview plays is one percent. For the TV commercial spot, each reaches about 20,000 travelers. After Annual Session, the series of audio interviews and the TV spot will be available for members to download from the ACP website.

The American College of Prosthodontists is the professional association of dentists with advanced specialty training who are committed to the esthetic restoration of teeth including bridges, crowns/caps, dental implants, dentures, partial dentures, teeth whitening and veneers.

For more about leveraging your marketing message locally, talk with Healthcare Success about a Prosthodontic Marketing Makeover.

Stewart Gandolf
Chief Executive Officer at Healthcare Success
Stewart Gandolf, MBA, is Chief Executive Officer of Healthcare Success, one of the nation's leading healthcare and digital marketing agencies. Over the past 20 years, Stewart has marketed and consulted for over 1,000 healthcare clients, ranging from practices and hospitals to multi-billion dollar corporations. A frequent speaker, Stewart has shared his expertise at over 200 venues nationwide. As an author and expert resource, Stewart has also written for many leading industry publications, including the 21,000 subscriber Healthcare Success Insight blog. Stewart also co-authored, "Cash-Pay Healthcare: Start, Grow & Perfect Your Cash-Pay Healthcare Business." Stewart began his career with leading advertising agencies, including J. Walter Thompson, where he marketed Fortune 500 clients such as Wells Fargo and Bally's Total Fitness.



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