{"id":8450,"date":"2016-07-18T14:42:33","date_gmt":"2016-07-18T04:42:33","guid":{"rendered":"https:\/\/www.bitemagazine.com.au\/?p=8450"},"modified":"2016-07-14T14:45:41","modified_gmt":"2016-07-14T04:45:41","slug":"deals-discounts-dentistry-coupons-dental-practices","status":"publish","type":"post","link":"https:\/\/www.bitemagazine.com.au\/deals-discounts-dentistry-coupons-dental-practices\/","title":{"rendered":"Deals, discounts and dentistry \u2014 coupons for dental practices"},"content":{"rendered":"<h2 class=\"p1\"><span class=\"s1\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-8451 lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Dental-discount.jpg\" alt=\"Dental-discount\" width=\"1024\" height=\"384\" data-srcset=\"https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Dental-discount.jpg 1024w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Dental-discount-300x113.jpg 300w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Dental-discount-768x288.jpg 768w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Dental-discount-696x261.jpg 696w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Dental-discount-150x56.jpg 150w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Dental-discount-310x116.jpg 310w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><noscript><img decoding=\"async\" class=\"aligncenter size-full wp-image-8451 lazyload\" src=\"https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Dental-discount.jpg\" alt=\"Dental-discount\" width=\"1024\" height=\"384\" srcset=\"https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Dental-discount.jpg 1024w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Dental-discount-300x113.jpg 300w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Dental-discount-768x288.jpg 768w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Dental-discount-696x261.jpg 696w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Dental-discount-150x56.jpg 150w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Dental-discount-310x116.jpg 310w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript>Dentistry has traditionally demured from loud marketing. So why the sudden enthusiasm for the Shop A Docket?\u00a0<\/span><span class=\"s1\">By<\/span> <span class=\"s1\">Meg Crawford<\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\">T<\/span><span class=\"s1\">raditionally, dentists shied away from the concept of selling dentistry\u2014no one wanted to be branded a used car salesman or ambulance chaser. Plus, Aussies tend to be skeptical when it comes to an upsell in the chair, often thinking it\u2019s a pitch to line the dentist\u2019s pocket rather one than one promoting a necessary procedure.<\/span>Shop A Docket is a marketing technique that neatly dodges these issues.<\/p>\n<p class=\"p3\">The Shop A Docket business started in 1986 with its best-known platform, the printed coupon, offering discounts and offers on the back of receipts at all large supermarkets (Coles, Woolworths, Safeway\u2019s, Kmart, Target and Big W) and some independents. It\u2019s the sole provider of this type of advertising in Australia, promoting more than 5,000 businesses in more than 2,500 supermarkets nationally.<\/p>\n<p class=\"p3\">These days, Shop A Docket also has a firm foothold in the digital market. It has more than half a million email subscribers receiving special offers, relevant deals, competitions and product launches in their area. It also has a mobile app with 75,000-plus downloads and 128,000-plus followers on Facebook, which means that it can offer offer geo-targeted messaging to a massive audience.<span class=\"Apple-converted-space\">\u00a0 \u00a0<\/span><\/p><div class=\"bitem-article-desktop-720x300-in-text\" id=\"bitem-3509273749\"><!-- Bite 720x300 [async] -->\r\n<script type=\"text\/javascript\">if (!window.AdButler){(function(){var s = document.createElement(\"script\"); s.async = true; s.type = \"text\/javascript\";s.src = 'https:\/\/servedby.engagemedia.com.au\/app.js';var n = document.getElementsByTagName(\"script\")[0]; n.parentNode.insertBefore(s, n);}());}<\/script>\r\n<script type=\"text\/javascript\">\r\nvar AdButler = AdButler || {}; AdButler.ads = AdButler.ads || [];\r\nvar abkw = window.abkw || '';\r\nvar plc705185 = window.plc705185 || 0;\r\ndocument.write('<'+'div id=\"placement_705185_'+plc705185+'\"><\\\/'+'div>');\r\nAdButler.ads.push({handler: function(opt){ AdButler.register(165450, 705185, [720,300], 'placement_705185_'+opt.place, opt); }, opt: { place: plc705185++, keywords: abkw, domain: 'servedby.engagemedia.com.au', click:'CLICK_MACRO_PLACEHOLDER' }});\r\n<\/script><\/div>\n<blockquote>\n<p class=\"p3\">&#8220;We were introducing new clients to the dentists, as well as shortening the purchase cycle of the existing customers by reminding them of the service and the brand,\u201d \u2014 Tim Wingrove<\/p>\n<\/blockquote>\n<p class=\"p3\">Another interesting development in the Shop A Docket story is the expansion of the type of businesses and industries it represents. Its core industries are food, restaurants, entertainment, automotive, hair salons, beauty services and gyms. However, in recent years professional, white-collar services have increasingly availed themselves of the Shop A Docket approach, including GPs, chiropractors and dental practices. Dentists in particular have been one of Shop A Dockets fastest growing advertising categories in the last three years.<\/p>\n<p class=\"p3\">Dentistry was a little slow on the uptake at first. \u201cIt took us a long while to have what is a conservative industry take us seriously,\u201d says Tim Wingrove, Shop A Docket\u2019s national sales manager. However, it didn\u2019t take long before dental practices realised what was on offer was a no-brainer. \u201cAs the dental industry became more competitive, dentists twigged to the fact that the primary audience for Shop A Docket is about 70 per cent female. These are women who are aged between 25 and 54 years of age and they\u2019re the mums. Lightbulbs went on: the primary organisers for healthcare of a family, whether it be the doctor or the dentist, are the mums. So, all of a sudden we were seen as an opportunity for dentists to connect with their target audience at a local level.\u201d<\/p>\n<p class=\"p3\">The proof, of course, was is in the pudding. Wingrove reports that the returns were great, with high exposure and a competitive advantage. \u201cWe were introducing new clients to the dentists, as well as shortening the purchase cycle of the existing customers by reminding them of the service and the brand,\u201d he says.<\/p>\n<p class=\"p3\"><img decoding=\"async\" class=\"alignright size-full wp-image-8452 lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Discount-coupon.jpg\" alt=\"Discount-coupon\" width=\"350\" height=\"199\" data-srcset=\"https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Discount-coupon.jpg 350w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Discount-coupon-300x171.jpg 300w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Discount-coupon-264x150.jpg 264w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Discount-coupon-132x75.jpg 132w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Discount-coupon-310x176.jpg 310w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Discount-coupon-150x85.jpg 150w\" sizes=\"(max-width: 350px) 100vw, 350px\" \/><noscript><img decoding=\"async\" class=\"alignright size-full wp-image-8452 lazyload\" src=\"https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Discount-coupon.jpg\" alt=\"Discount-coupon\" width=\"350\" height=\"199\" srcset=\"https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Discount-coupon.jpg 350w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Discount-coupon-300x171.jpg 300w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Discount-coupon-264x150.jpg 264w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Discount-coupon-132x75.jpg 132w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Discount-coupon-310x176.jpg 310w, https:\/\/www.bitemagazine.com.au\/wp-content\/uploads\/2016\/07\/Discount-coupon-150x85.jpg 150w\" sizes=\"(max-width: 350px) 100vw, 350px\" \/><\/noscript>The other major benefit is exclusivity over a region. \u201cWe only sell 15 advertisers into a particular geography and only one of those spaces is allocated to dentists,\u201d explains Wingrove. \u201cWe offer a channel with an exclusive opportunity for a dental practice to reach a defined audience in the absence of all of their competitors. It\u2019s also high exposure. We\u2019re a high-frequency channel: every consumer averages around four coupons for each of our clients in their area per month. So, say you were Cranbourne Dental and you were on a Shop A Docket advertising in your local area; the average consumer will get four Cranbourne Dental messages each month. It builds competitive advantage, getting exposure and connecting with the right audience. Basically, it\u2019s getting brand awareness at a local level with key influencers in the decision making of a household in a channel where there\u2019s an absence of competitors, all of which can be augmented with email campaigns at a local level, Facebook promotions or a coupon for the app.\u201d<\/p>\n<p class=\"p3\">Wingrove now has many keen dental practices. \u201cThey almost arrange it as \u2018set and forget\u2019 marketing. They book rolling 12-month contracts to protect their space and own their own area,\u201d he says.<\/p>\n<p class=\"p3\">So, what types of offers are common for dentists when it comes to this type of marketing and how does it unfold in practice? \u201cFree initial consultations or a discounted scale and clean are common,\u201d Wingrove says. \u201cOne of the aims is to attract new customers, so it\u2019s often quite an aggressive first offer to get them through the door. It gives the dentist the opportunity to build a relationship with the consumer and once the initial consultation is complete, there\u2019s the opportunity to develop a treatment or care plan if further work is required. The patient may not get all of the work planned, but if the service is good and the relationship develops, they\u2019ll return. Also, it\u2019s often the mums who are the first entry point, and if they are satisfied with the service, it will filter through to the rest of the family. We introduce the dentist to one customer, who may turn into four.\u201d<\/p>\n<p class=\"p3\">Aman Poonia, part-owner and practice manager for DentaGlow Taigum in Queensland, has been using Shop A Dockets for his practice for the last two years. \u201cThere were two reasons for the decision to use them,\u201d he says. \u201cFirst of all, I\u2019m a shopper and I\u2019ve seen them in the shopping bags\u2014it\u2019s a good way to advertise. Secondly, we were a relatively new practice, so we were looking at all relevant avenues to get the word out and this was a great way to get into the printed format.\u201d<\/p>\n<p class=\"p3\">Poonia has learned a few lessons since starting to use Shop A Dockets. \u201cInitially, we were including a few offers on the one coupon,\u201d he says. \u201cBut then we realised it was actually better to put just one\u2014it\u2019s more clear, there\u2019s more space, it\u2019s more readable.\u201d Poonia\u2019s practice has been creative with its offers, including the offer of no gap between the cost of the service and the amount of the rebate from private health cover for the first consultation and then a discount on the gap for subsequent visits.<\/p>\n<p class=\"p3\">Poonia already has ideas for the next round of offers. \u201cI think we\u2019re going to focus on high-end work, like implants,\u201d he says. \u201cWe\u2019d get fewer inquiries, but a higher return on the investment.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dentistry has traditionally demured from loud marketing. So why the sudden enthusiasm for the Shop A Docket?\u00a0By Meg Crawford Traditionally, dentists shied away from the concept of selling dentistry\u2014no one wanted to be branded a used car salesman or ambulance chaser. Plus, Aussies tend to be skeptical when it comes to an upsell in the [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":8451,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[691],"tags":[1456,1045],"class_list":{"0":"post-8450","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-your-business","8":"tag-marketing","9":"tag-social-media"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.9 (Yoast SEO v25.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Deals, discounts and dentistry \u2014 coupons for dental practices - Bite Magazine<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bitemagazine.com.au\/deals-discounts-dentistry-coupons-dental-practices\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Deals, discounts and dentistry \u2014 coupons for dental practices\" \/>\n<meta property=\"og:description\" content=\"Dentistry has traditionally demured from loud marketing. So why the sudden enthusiasm for the Shop A Docket?\u00a0By Meg Crawford Traditionally, dentists shied away from the concept of selling dentistry\u2014no one wanted to be branded a used car salesman or ambulance chaser. 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So why the sudden enthusiasm for the Shop A Docket?\u00a0By Meg Crawford Traditionally, dentists shied away from the concept of selling dentistry\u2014no one wanted to be branded a used car salesman or ambulance chaser. 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