How do you bridge the gap between your service and your buying public?

Do you have to deeply ponder what will actually interest people?

Does it take hours, even days of profound personal reflection?

No! You just find some people and ask them what they need and want!

• SURVEY: to ask (many people) a question or a series of questions in order to gather information about what most people do or think about something

Example of a Dental Survey

Tabulation of Surveys

• Once you have plenty of surveys done, then you have to TABULATE the results.

• Tabulate means to arrange into “tables.”

• Remember “Times Tables” in school? A “table” in this case is an orderly arrangement of data.

• Question 1. Before you started treatment with us, what situation with your teeth and gums bothered you the most?

• Pain teeth and gums(infection) (Swollen)///////• Cavities//• Nothing//• Plaque build up/• Lost a crown, crown was bothering her• Bleeding• Last dds told to go to oral surgeon for expensive procedure• Sensitivity//////• Grinding• Unclean• Deep pockets• Cosmetic part of front teeth• Crooked teeth• Hadn’t has a cleaning in years/• Regular check-up• Missing teeth• Maintenance

• Question 2. Is there anything about your teeth or smile that you would most like to improve?

• No///////////• White teeth//////• Chipped teeth• Health of my gums//• Not girnd them• Replaced missing teeth///• Handling fillings• Healthy teeth/• Straighten it//• Cosmetic front teeth• Gum sensitivity, gums better

• Question 3. Why is it important for you to maintain healthy teeth and gums?

• Good smile, Appearance, So I can have nice teeth + Gums///////• To keep natural teeth /////////• For my health, They are an important part of your

body/////////////////• For proper chewing of food/• Affects the bone• Have type 2 diabetes• Makes me feel better/• Don’t want bad breath

• Question 4. What important qualities do you look for in a dentist?• Experience, Professional///////• Patience• Respectful, nice(Friendly,kind, caring), Takes care of patience, Chair-side

manner, making the person at ease,relaxed, Outstanding customer service///////////////////

• Honesty,Giving all possibilities not just what makes the most money(trust)/////

• Fairness• Information I can understand, straightforward////• Intelligent• Flexible hours/• No pain• Up-to-date technology//• Cost///• Trust• Forearms and size of wrist to elbows, small hands• Clean office/• Listens to me• Works out treatment options with you• On time• Location• Covered by insurance

How to interpret results

• Count up similar responses, and put a slash next to duplicate answers

• When one answer has many more responses than the others, that is the button for that question

• If you get no clear winner, survey more people until you get an answer with a solid majority

• Take the winning response and craft a marketing message using that phrase

Examples of Buttons

• Look better and restore your self-confidence

• Friendly, caring and knowledgeable Doctor and Staff • A secret to overall health… healthy teeth and gums

• Keep your teeth and gums healthy and strong for life • Have a beautiful white smile

Important!

• Survey Buttons establish agreement with the reader so that you can then DELIVER YOUR MESSAGE!

• So what is your marketing message?

There are consequences to not surveying!

Is this the Message you want to convey?

Nice…but is it surveyed?

Your Marketing Must Be Addressed to the Viewpoint of Your Audience

Will these images elicit an emotional response from the viewer?

With correct survey data a light will dawn on your marketing and you will really communicate with your target audience!!

What emotion does this create?

What Questions Do You Have?

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