Two Well-Executed Ideas You Can Steal from Dental Marketing

By Stewart Gandolf
Chief Executive Officer

fireworksWho says marketing can’t be fun. Here’s a brief post about two lighter-side ideas from dental marketing that you can steal. Look at these little case studies as idea starters for many other healthcare marketing situations. In each, take your inspiration mainly from the exceptional execution.

Dr. Rich’s Patient Picnic: Western Pennsylvania orthodontist Richard Ribarevski has fun things for patient engagement throughout the year including a Day at the Movies, in office contests, Field Trips and a novel Game Room on his website. But perhaps the biggest event is “Dr. Rich’s Patient Picnic” – a day in the park that nearly rivals a county fair.

Activities include one of the biggest inflatable slides we’ve ever seen, a rock climbing wall, a bungee jumping contraption and other stuff straight from a carnival Fun Zone. All of this in addition to about a ton of food…hot dogs, pizza, cookies, nachos and watermelon. See for yourself. There’s a complete report here on his Facebook page.

The big idea: Orthodontists, along with many other professional practices, can use a picnic event to maintain a personal connection with patients over the summer months. The originality here is that Dr. Rich and his staff (along with a few helpers, we suspect) does it up big…and highly memorable.

Cheeky Teach Me How to Brushy Video: The Oregon Dental Association (ODA) took an attention-getting approach to encouraging proper dental hygiene…sometimes a tired topic. Their twist was to present an up-beat parody video with hip-hop music with wide audience appeal. The resulting public service video has topped a half-million views on YouTube—which gives it a viral status—in addition to being prominently posted on the ODA Facebook page.

Gold chain with "The Brushy" text

The big idea: Push the creative envelope a little. Not all videos capture “viral” popularity, but in this case, being a little cheeky successfully captured wide interest and visibility. In this example, a subject of (potentially boring) patient education was showcased in a fun package for younger patients, parents and adults.

 Got a success story or case example that you’d like to share? Post your comment below or send us a note.

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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