What happens to a dental practice that pulls its mass media spend to save money? The cases dry up faster than expected. Marketing creates a continuous awareness curve. Stopping spend does not stop the awareness immediately. It just stops adding to it. Within a few months, the existing awareness has decayed, your competitors have filled the gap, and the phone goes quiet. The dentists who make this mistake almost always blame the campaign rather than the cut. They say marketing did not work. The truth is they stopped before it worked, or stopped after it was working and were surprised when [...]

What happens to a dental practice that pulls its mass media spend to save money? The cases dry up faster than expected. Marketing creates a continuous awareness curve. Stopping spend does not stop the awareness immediately. It just stops adding to it. Within a few months, the existing awareness has decayed, your competitors have filled the gap, and the phone goes quiet. The dentists who make this mistake almost always blame the campaign rather than the cut. They say marketing did not work. The truth is they stopped before it worked, or stopped after it was working and were surprised when [...]

What happens to a dental practice that pulls its mass media spend to save money? The cases dry up faster than expected. Marketing creates a continuous awareness curve. Stopping spend does not stop the awareness immediately. It just stops adding to it. Within a few months, the existing awareness has decayed, your competitors have filled the gap, and the phone goes quiet. The dentists who make this mistake almost always blame the campaign rather than the cut. They say marketing did not work. The truth is they stopped before it worked, or stopped after it was working and were surprised when [...]