Demographic Marketing

How to use demographic data to improve your practice marketing strategy

Demographic Marketing Podcast Transcript:

Hello and welcome to another episode of The Perfect Place to Put a Practice podcast. I'm your host, Mike Green, from Dr. Demographics. Today, we’re discussing something vitally important for the long-term success of your practice: demographic marketing. More specifically, we'll explore how to use demographic data to create a winning strategy for your practice.

As a marketer with 30 years of experience—15 of those as a demographic marketer with Scott McDonald at Doctor Demographics—I’ve had countless conversations with practice owners where the light bulb suddenly turns on. They realize how demographic data can be leveraged for their personal success. Over the years, I’ve seen firsthand how this data can mean the difference between a failing practice and a thriving one, or simply taking a good practice to the next level. My goal is to ensure that our podcast listeners—our friends and clients—understand how to use demographic data to maximize their success. In this episode, we’ll cover practical strategies and case studies to help you implement these ideas immediately.

Before diving in, a quick note to those listening on their commute: thank you for tuning in! I hope you find this content valuable. If you want to take it a step further, we also offer a video version of this podcast where you can see my smiling face. You can find it on our website at www.doctordemographics.com/podcast where we have a complete archive of our episodes. We’ve revamped the page to make navigation easier and are continually adding older episodes, including those featuring Scott McDonald. Additionally, if you're following us on YouTube, please note that we've moved our content to a new channel, Doctor Demographics Live, where all new podcast episodes will be posted. Please like and subscribe—it helps us tremendously.

Hope Is Not a Marketing Strategy

If you’ve ever spoken with me about marketing, you’ve likely heard me say: Hope is not a marketing strategy. I use this phrase often because it’s crucial for doctors and dentists to understand. The idea came to me years ago during an on-site consultation with a struggling practice in Washington. The doctor and his staff were in dire straits—no patients were coming in, the phone wasn’t ringing, and they were simply waiting, hoping their latest marketing campaign would work. As I observed their desperation, it struck me: relying on hope alone is not a viable strategy.

Marketing must be approached scientifically. It requires data, analysis, and a structured plan, not just a hopeful wish that a mailer, Facebook ad, or new treatment will somehow work. Hope-based marketing is simply marketing laziness. Instead, we need to take a data-driven approach where outcomes are predictable. The goal is to get to a point where you put in a nickel and get back a dime, ensuring that marketing efforts yield measurable results.

Demographics vs. Psychographics

At Doctor Demographics, we often discuss the difference between demographics and psychographics. Understanding these concepts is critical to effective marketing.

Demographics refer to measurable, quantifiable data, such as age, race, gender, income, education level, household data, and geographic location. For example, targeting women aged 25–35 with children and a college degree is a demographic strategy.

Psychographics involve qualitative data—lifestyle choices, values, and internal motivations. For example, targeting health-conscious mothers who prioritize their children’s expenses over their own adds a psychographic layer to your marketing strategy.

Most marketing plans we see for doctors and dentists focus only on demographics—if they use any data at all. However, a powerful marketing strategy combines both demographics and psychographics. While today’s episode focuses on demographics, next week we’ll dive deeper into psychographics.

Four Key Demographic Factors for Marketing

Understanding these four key demographic factors will enhance your marketing strategy:

1. Age and Life Stage – Are your patients pediatric-aged children, growing families, empty nesters, or seniors? Each stage of life has different needs and spending habits, affecting how you market your services.

2. Income and Insurance Trends – Are your patients cash-paying or insurance-dependent? White-collar areas often come with strong insurance benefits, whereas blue-collar areas may have higher cash-paying patients, sometimes earning even more than white-collar workers.

3. Geographic Location and Barriers – Are your patients concentrated in one area or spread out? Do cultural or language barriers exist in your market? Understanding these factors helps you tailor your outreach effectively.

4. Cultural and Language Considerations – If you serve a high Hispanic population, having Spanish-speaking staff is essential. Similarly, if a particular cultural group dominates your area, marketing in their preferred language and style can significantly improve patient acquisition.

Collecting and Applying Demographic Data

How do you gather this valuable demographic data?

• Doctor Demographics Reports – Our Site Viability Report and Marketing Report provide precise data analysis tailored to your location.

• Patient Data & Surveys – Your practice’s intake forms should collect essential demographic information. If you're missing key data, consider conducting a patient survey.

• Time-Based Trends – Demographic shifts occur over time. If your practice has been around for over a decade, you likely need updated data to stay competitive.

Once you have the data, how do you apply it to your marketing?

• Branding & Messaging – Are you positioned as high-end, low-end, or both? Do you cater to a tech-savvy audience or those resistant to digital communication?

• Advertising Strategy – Should you focus on digital ads (Facebook, Google) or traditional methods (TV, newspapers, local sponsorships)? Understanding your market’s media consumption habits is key.

• Referral Strategies – Are your referrals coming from other professionals or directly from consumers? Specialists must engage general practitioners, whereas generalists may need to market directly to patients.

• Adjusting Services & Patient Experience – Your business hours, emergency services, and multilingual support should align with your market’s needs.

Case Studies

Here are three real-world examples of doctors who successfully leveraged demographic insights:

• Nashville, TN – A doctor focused on cosmetic dentistry was located in a high-Medicaid area. After reviewing demographic data, he shifted his focus to Medicaid patients and significantly increased his production and revenue.

• Laguna Niguel, CA – A dentist who took over a long-established practice modernized marketing efforts with digital strategies, including Google reviews and social media ads, to great success.

• Raleigh, NC – A practice initially targeted upscale socialites but was actually situated in a neighborhood filled with busy soccer moms. By tailoring their marketing to this audience, they saw dramatic improvements.

Conclusion

Thank you for joining me today! If you have questions or need help with demographic analysis, visit www.doctordemographics.com or call us at (844) 704-0499. You can also email me at [email protected].

Tune in next week, when we’ll discuss psychographics—the secret sauce in marketing success. See you then!