My chairside assistant sent this ad to me (from her Facebook feed). It’s a local dentist.
What is the appeal to viewers / prospective patients here? Put yourself in their shoes, so to speak (you know nothing about dentistry).
“What am I looking at? Are those teeth he’s holding? With his bare hands? What’s that thing with the bolts in it? What is ‘all on four’? Is it only four teeth? Where’s the smile promised by the ad?”
What is the benefit being presented here? Who would want this service and why? Which questions are being answered by this ad?
It reminded me of another blog I wrote: Don’t Show Them How We Make the Sausage!
But, it should also remind us that our marketing should answer prospective patients’ questions… in lay terms.
- Will my smile look good?
- Feel good?
- Last a long time?
- Can I eat anything with them?
- Do they stay in or come out?
- How long will they last?
It’s akin to a plastic surgeon using this photo to advertise breast augmentation:
What do you think is wrong with this ad? Comment below!
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Not much to add from what you wrote. In just looking at the ad without knowing much else my first thought was that it was an ad geared towards dentists from some lab or implant company or something. Hardly one geared towards the public.
Would be really interesting to hear from the dentist and learn how successful this ad actually was…if he’s tracking it accurately?
I don’t know the dentist, personally. So, I won’t likely ever know that. 🙂
I agree.. it looks like an ad for a lab targeted to dentists. Thanks for your comments!
For one thing, the old saying, “nobody should see sausage being made” applies here. Who cares how the unfinished product looks in the lab?
The ad doesn’t really show the prospective patient what in it for him or her.
Where’s the smile?
Where’s the beef? I mean, the smile? 😉
Thanks for commenting. I agree!
It looks really scary! Looks painful! Looks basically, “icky” and uncomfortable.
In my non-dentoid opinion, unappealing brain “imprint”!for a prospective patient.
Nope … don’t need to see a gum mold with screws in it and fake teeth with pegs…
Uh nope….
No….
Nuh uh!!!