Why does multi-medium tandem marketing produce dramatically better dental case results than any single channel alone? Because each medium reaches the same prospect at different moments and in different contexts, with the cumulative repetition building familiarity and credibility that no single channel can match. The principle has been validated in advertising research for decades. Prospects who encounter the same practice through a newspaper ad, a direct mail piece, an internet ad, a voice message, and a video on a screen during their evaluation process form a stronger impression than prospects who encountered the practice through any single channel multiple times. The [...]