Whether marketing a product or raising awareness for something, a poster is a succinct way of presenting all the necessary information. Some may favour text; some may favour an image. A great poster can be immortal – who can forget the one for Jaws or fail to recognise a variant of ‘Keep Calm and Carry On’?
For dental practice owners looking to increase awareness on the treatments they offer, a poster can be an invaluable ally. From adorning the waiting room wall to being uploaded on social media, a well-designed poster can give current and future patients the information and incentive to seek out your dental practice.
Designing away
Posters are a long-established format for spreading information. Their images are effective at catching the eye; 94 per cent of people believe that poster imagery is more likely to draw their attention than words. Because of this, posters are designed to give a visual representation of an issue that is eye-catching first and conveys its message second. To achieve this, the colour scheme, the way the information is presented, the readability of the text and the overall design must be carefully selected; it is these aspects that influence how effectively the target audience receives the essential information. But how can dental practices benefit from using posters for promotion?
The many advantages
As a marketing tool, posters can increase awareness for a dental practice and have many advantages over other advertising techniques, such as their affordability. There are many platforms and apps in which images and text can be arranged into a poster, it just takes time to assemble it into a finished, professional product. Printing and putting up posters is also inexpensive and, if the poster has a simple design, can be a fast process.
Posters are a one-time investment that can remain on walls for years, providing their information is not outdated. This makes them more consistent and cost-effective than paying for a TV or radio spot, for instance. A well-placed poster should be clearly visible from a distance, increasing the time for passers-by to notice it.
Extended exposure to a poster further creates a long-lasting impression; this can make it a more memorable marketing technique compared to an advert or social media post, which may be forgotten or lost whilst scrolling on a phone or listening to the radio. Outdoor ads, such as billboards on buildings, are considered to be the best-remembered (34 per cent).
There is also something reliable and traditional about a poster: 24 per cent of consumers rate them as the most trusted medium, the second-highest after TV. In a world of growing cynicism, online scams and influencer fatigue, trust can go a long way in maintaining and growing the patient base.
Going digital
The explosion of digital marketing has led to a transition from static to dynamic, and two-dimensional to multi-dimensional. Where posters were once still, they can now be animated, even interactive. To make these requires greater technical ability and time, but saves on printing costs, with online editing preventing the need for a whole new poster. The possibilities for digital posters are many, from GIFs to videos to small narratives – when screened on waiting rooms TVs they are effective for sustaining interest among younger generations.
However, digitised versions of traditional, static posters can be shared online to social media platforms or websites, promoting consistency in the branding and marketing of a dental practice. Depending on the content, these can be pinned to homepages or set as cover photos for maximum visibility.
Posters in action
To help with promotion and raising awareness, the Association of Dental Implantology (ADI) offers its members free patient information leaflets. These 12-page booklets are entitled ‘Considering Dental Implants?’ and provide an unbiased compilation on the treatment process. They include a breakdown of some of the myths around implants, answers FAQs, and suggests alternative treatments too. With a simple design, the leaflets give patients clarity on all things implant, helping them make the best choice for their smile.
There are many ways to grow a dental practice. For excellent results, embracing print and digital resources can increase engagement and awareness, building a consistent brand image for implant patients to trust.
References available on request.
For more information visit www.adi.org.uk