Description
Dental practices need to make purchasing decision on a wide variety of products, and have many different options for purchasing – including direct from manufacturers or distributors. This report examines dental professional’s receptivity to different types of marketing efforts, and sales channels, to give better insight on how to reach the dental professional market.
Objectives of this study
- From the perspective of dental professionals, the primary objectives of this report are as follows:
- Determine when and how dentists become aware of brands, and when they decide to use brands in their practice.
- Explore the increased use of video as a communication channel.
- Ascertain customer perceptions of influencer marketing in dentistry—and the willingness to be an influencer.
- Pinpoint the most useful channels for social sharing in dentistry.
- Appreciate the value associated with native advertising.
- Understand the types of experiences—including virtual reality—customers want to have as part of their customer journey with vendors.
- Assess the reach of mobile marketing.
TABLE OF CONTENTS:
Social Marketing
Social media sites used
Advertising preferences
Dentistry-Oriented Social Sites
Social media sites used
Social media differences (Generalists vs. Specialists)
Influencer Marketing
Social following practices
Content preferences
Product marketing credibility
Product endorsements
Paid product endorsement
Visual Content
Experience viewing commercial dental product videos
Livestream events
Devices used for livestream
Advantages of livestream video
Livestream content preferences
Experiential Marketing
Participation in vendor events
Sharing activity
Media for sharing
Virtual reality
Sponsored Content
Supplier-sponsored content usefulness
Supplier-sponsored content believability
Trends in content consumption
Customer Engagement
Sources of product information
Preferred website features
Sources of brand awareness
Brand usage influencers
Brand comparisons
Mobile Marketing
Receptivity to mobile marketing