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September 13, 2008

By Stephanie Hobbs

Each year, millions of Americans turn to the Yellow Pages to locate a dentist — for themselves, their children, and families. Consumers turn to the Yellow Pages because it is a trusted resource where they can quickly see a landscape of providers in their area.

As consumer shopping habits change, Yellow Pages products are evolving to meet their needs. Over the past 10 years, the industry has transitioned a thriving print product to a multiplatform approach utilizing the Internet, PDAs, and mobile phones. Yellow Pages publishers provide consumers with local business information when they need it, in their choice of format. In addition to print innovations including smaller companion directories, special directory sections, and ethnic products, publishers are growing and expanding their Internet Yellow Pages (IYP) sites. Enhancements include developing deeper local content through enhanced business profiles, repurposing content from print Yellow Pages ads, and including mobile offerings such as SMS/text messaging search that allows you to search for local listings by sending a text from your mobile device to a select number with a business type and zip code.

To gain the maximum benefit from your Yellow Pages advertisements, we've outlined the top 10 most frequently asked questions from dentists.

1. How often is the "Dentists" Yellow Pages heading referenced by consumers?

The "Dentists" Yellow Pages heading is referenced more than 246 million times per year. It ranks eighth out of more than 4,000 Yellow Pages headings, and seventh among Internet Yellow Pages headings.

2. What return on investment can a dental business expect after placing an advertisement in the Yellow Pages?

The average "Dentists" Yellow Pages display advertisement generates more than $159,000 in sales revenues. On average, dentists receive $8 of sales revenue for every $1 spent on Yellow Pages display advertising.

3. When people go to the "Dentists" heading, are they just looking for a phone number?

No, consumers who turn to the Yellow Pages are often still evaluating a business to select. In fact, 43% of references to the "Dentists" heading were made by people who had no name in mind or several names in mind, and these consumers look at an average of more than five ads before making a decision.

4. Do Yellow Pages bring in new patients?

Yes, 60% of purchases from businesses advertising under the "Dentists" heading are from new patients.

5. How many customers typically make a purchase after referencing the "Dentists" Yellow Pages heading?

Eighty-four percent of consumers make a purchase or say that they intend to do so after referencing the "Dentists" heading.

6. What are some examples of places that dentists can advertise online?

IYPs offer a complimentary online advertising option to the print Yellow Pages. There are a number of IYPs where advertisers can consider posting their ads including DexKnows.com, Superpages.com, and Yellowpages.com. IYPs offer multiple advertising features in addition to basic listings which your Yellow Pages advertising representative can help you understand and consider.

7. When people go to the "Dentists" heading, what are they generally looking to have done?

According to Knowledge Networks/SRI, general dentistry is most frequently mentioned, followed by orthodontist and oral/maxillofacial surgeon. When treatments are mentioned, cleaning is the dominant mention, followed by checkup/examination, dentures, and extractions.

8. Who uses the "Dentists" Yellow Pages heading?

Consumers who reference the "Dentists" heading are more likely to 1) be female, 2) reside in homes with five or more persons, 3) have resided at their current address for less than a year or for three to five years, and 4) be between 18 and 49 years of age.

9. How effective is Yellow Pages advertising compared to other media for dentists?

Nineteen percent of respondents who had used a dentist in the past year said they used the Yellow Pages prior to making a decision. This is almost three times as high as any other advertising medium.

10. What ad placement or copy advice do you have for dentists looking to redesign or reposition their ads?

With regard to placement, larger ads at the beginning of the heading provide the opportunity to include more copy factors and ad content — both key elements that differentiate you from your competitors. Here are some factors to consider when designing an ad:

1. Headline — Stay away from using your practice's name in the headline. Instead, identify the single most important feature of your business. Ask yourself if it grabs the attention of the user. Consider using your practice's logo if you have one and give it prominent space in your ad.

2. Size — Larger ads catch a consumer's eye first and allow your business to provide more information that will help the consumer make more informed decisions.

3. Target customers — If you specialize in a specific practice (e.g., children, orthodontics, cosmetic), make sure your ad defines that target customer.

4. Products and services — List out the exact products and services offered by your business.

5. Areas served — If you have locations in different parts of the market, make sure that is clear in your ad. Whenever possible include map(s) or cross streets to help identify your location(s).

6. Competitive parity — Take a look at the ads of your competitors to see how you can differentiate your practice. Does your ad offer unique services or products you can feature?

7. Payment details — Be sure to list the types of credit cards or financing options your business accepts. If your business offers payment plans, include that in your ad as well.

8. Credibility — If you've been in the dental industry for a while, that gives credibility to you and your practice. Emphasize your longevity.

Stephanie Hobbs, an award-winning print and online Yellow Pages executive with broad domestic and international experience, is the Yellow Pages Association vice president of communications. She can be contacted at Stephanie.Hobbs@ypassociation.org.

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