How does a dental practice generate its own news when local media won’t cover them?
By creating an advertorial and paying to run it. Local newspapers will rarely cover routine dentistry, so most practices give up. The workaround is paid placement: hire a freelance writer to produce an article about a specific procedure or aspect of the practice, then buy the ad space and run it in interview-style format. Most papers will require an ‘advertisement’ disclaimer at the top. Most readers will not read the disclaimer carefully and will treat the content as news. The piece carries third-party credibility even though you produced it. The same content lives indefinitely as a website page, an in-office display, and a consultation-room handout. Creating your own news is cheaper than waiting for organic coverage.
If the answers you are finding here resonate with you, my team and I work with a small group of clients each year. The next step is a complimentary Discovery Consultation and Practice Review with Dr. McAnally.