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Module 2: Advertising for Dentists

Module 2: Advertising for Dentists

Module 2: Advertising for Dentists

Mr Scott McDonald
Mr Scott McDonald

$25.00 $ 25.00 $ 25.00

$25.00 $ 25.00 $ 25.00

$ 25.00 $ 25.00 $ 25.00
$ 25.00 $ 25.00 $ 25.00
Normal Price: $25.00 $25.00


Launch date: 02 Mar 2016
Expiry Date:

Last updated: 03 Nov 2017

Reference: 162132

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Module 2 :Demographics and psychographics (market segmentation and where to put a practice)

It is not possible nor practical to turn doctors into adverting and public relations professionals. Nevertheless, the demands of dental practice require that doctors be familiar with this aspect of their practices in order to make good decisions in order to grow their businesses. These presentations are intended to be used as part of dental practice management instruction (advertising and other aspects of practice promotions are considered a sub-set of practice management in dental school). The term “Practice Promotion” takes into account all aspects of advertising, public relations, marketing, site analysis, and market segmentation. When the term “Practice Promotion” is used, it is a “catch-all” of these aspects of practice.


To understand Demographics and psychographics (market segmentation and where to put a practice), including:
A. The Elaboration Likelihood Model as it relates to Market Segmentation Theory.
B. Definition of “Demographics”
C. Definition of “Psychographics”
D. The Application of Geographics and Market Segmentation
E. Elements of a dental practice “Brand” (Marketing mix reviewed and applied to a dental practice)
F. Defining the Service Area (Market)
G. Health Belief Model relationship to dental practice branding (in the context of psychographics)
H. Elements of Site Selection
Mr Scott McDonald

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Mr Scott McDonald

Scott McDonald is owner and president of Doctor Demographics, LLC, a firm specializing in marketing analysis services and research for professional practices. The company has been serving general and specialty practices for nearly 30 years and is the largest provider of detailed demographic and marketing analysis to healthcare practices in the United States.

Scott also runs Scott McDonald & Associates, Inc. which is the speaking/consulting arm of Doctor Demographics. Programs are offered to study clubs, component and constituent societies of organized medicine and dentistry as well as consulting firms, national vendors, and government organizations.

Scott is the former Marketing Manager for the California Dental Association. He helped start organized dentistry’s first efforts in public relations and advertising shortly after the regulations of professional marketing changed in 1977. Since that time he has worked with healthcare practices and associations across the U.S. and Europe.

During his career, Scott McDonald has set the standard for market research, demographic and psychographic applications for dentistry. He has written many articles for the professions as well as for national and state dental organizations on the topic.

As a lecturer, facilitator and moderator for dental organizations, Scott has helped volunteer leaders in more than 200 societies and associations with strategic planning and organizational communications. In 2015 he was a featured speaker at the American Association of Orthodontics national meeting as well as the American Veterinary Medical Association annual conference. At national and regional meetings he has addressed the topics of site analysis, demographic trends, and referral base promotional activities.

Scott received his Master of Arts degree from Brigham Young University in Mass Communications. His thesis was on the theories and best practices of professional practice advertising, public relations, and site analysis.

He resides with his family in Lehi, Utah. Scott is the father of 5 children (and grandfather of four). He is the Past-President of the National Speaker’s Association, Sacramento Chapter. Other programs include “Healing the Breach: Broken Referral Systems,” “Gripe! Gripe? Gripe! Getting Along With Difficult People,” and “Professional Practice Persuasion Techniques and Theories.”

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