Content Dam De En Articles Print Volume 108 Issue 2 Practice How To Win The Game Of Dental Marketing Leftcolumn Article Thumbnailimage File

Play Dentopoly! How to win the game of dental marketing

Feb. 14, 2018
The objective of Dentolopy is simple—collect the most money! Learn how to play from Joy Gendusa, CEO of PostcardMania.
Joy Gendusa, Founder and CEO, PostcardMania

Let’s play a game— let’s grow your dental practice!

In 2018, I’ll be sharing strategies on how to win the game of dental marketing. Instead of laying it out in black and white, I’ll be taking some of America's favorite games and adding a dental marketing spin. Play along!

Rules of the game

The objective of Dentopoly is simple—collect the most money. Every square is a marketing opportunity, and you can buy in if you land on an available space and have the capital to invest. Others pay you if they land on a square you own. The higher the cost, the bigger the payoff.

Tips to win

  • Buy in! Try every type of marketing you land on, as long as you have the moola. Be sure to track where new patients come from to know what works—and ditch what doesn't!

  • Be flexible. Once you know what works, you can let go of marketing techniques that aren't producing. Then, focus on building up strategies that work by increasing your investment.

  • Buy smart. There are a lot of marketing options on the board. Some are better than others, which is why they might be more expensive up front, but they pay off in the long run.

Bonus section

Cut out the practices below and place them on the board where your practice is marketing. Then, send a pic to DE Managing Editor Zac Kulsrud at [email protected]. We’ll put them on DE social media, and every submission is good for 5,000 free postcards from PostcardMania!

RED SPACES - Spending dedicated time training your staff may not seem necessary, but it is. A client of mine improved appointment conversion 122% in six months after he properly trained his team.

FREE MARKETING CREDIT - Take advantage of freebies! (Hint: Read the “Bonus Section”)

THE ENTIRE LEFT SIDE of this board is a great baseline investment: affordable and proven to work for local dentists.

INTERNAL MARKETING - Think of these spaces as a fast track to profits. Collect them all for bigger results!

PURPLE SPACES - Monopolize these tactics for a big boost in local online presence . . . and leads!

IN JAIL - If you aren’t marketing, you’re losing new patients. Your profits are locked up!

BOTTOM OF BOARD - Here’s the “bargain” side of the board. These spaces are cheap, but you might find the payoff isn’t worth the cost.

RIGHT SIDE BLUE SPACES - Here are a couple game changers. They are large and continuous investments, yes, but they can make all the difference.

RIGHT SIDE GREEN SPACES - Direct mail is a dental marketing mainstay because it works. We have clients who have increased new patient numbers 147%, 156% and 300%. (Yes, really!)

RIGHT SIDE GREEN SPACE (Postcards and Online Marketing Integration) - Use integrated programs for maximum results. This one coordinates postcards, Facebook ads, Google ads, and call tracking.

Joy Gendusa is the founder and CEO of PostcardMania. Using just postcards, a phone, and a computer, Joy built PostcardMania from a one-person start-up into an industry leader. PostcardMania serves 76,438 clients, including 5,537 dentists. Need help promoting your practice? Call one of PostcardMania’s dental marketing consultants at (844) 269-1836, email Joy at [email protected], or visit

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