What Makes a Campaign Work (E.329)

“Marketing is about being seen. Your patients need to be seen.” – Sara Hansen

Brief Overview of the Episode

Most practices do not struggle because they lack ideas. They struggle because they mistake activity for strategy.

In this episode, Regan and Sara unpack the difference between announcing something and building a real campaign. Whether a practice is promoting a new service, new technology, a membership plan, or a better patient experience, the message has to do more than inform. It has to connect.

They explain why one email is not enough, why marketing creates the opportunity but does not magically create growth, and why the message matters more than the channel. From a controversial Nike campaign to an emotional pet food commercial, this conversation shows what happens when a campaign either misses the audience or makes people feel deeply seen.

What This Episode Reveals

A campaign is not a single tactic. It is a focused set of messages, activities, and touchpoints that point toward a clear goal.

Marketing does not replace operations. It creates the opportunity for growth, but the patient experience has to support the message.

Brand alignment matters. If your campaign says one thing and your practice experience says another, patients feel the disconnect.

Patients do not connect first with technology. They connect with transformation, emotion, and the feeling that someone understands them.

The best campaigns help patients see themselves in the story before they ever take action.

What You’ll Learn

How to tell the difference between a campaign, a strategy, a plan, and a tactic.

Why one email, one social post, or one ad is not a complete campaign.

How to build a campaign around a clear goal instead of random marketing activity.

Why your message has to match your brand, your team, and your patient experience.

How to think through the touchpoints your ideal patients actually see.

Why dental marketing works best when it shows the patient’s transformation, not just the practice’s technology.

How to use a simple campaign filter: what is the news, what is the story, and where should the message be shared?

If This Sounds Familiar

You sent one email and called it a campaign.

You launched Google Ads without knowing what the patient should hear next.

You promoted same-day crowns, implants, or new technology, but patients did not understand why it mattered.

Your team was not aligned before the campaign went live.

Your marketing sounds polished, but not personal.

You are spending money to get attention, but the message does not make patients feel seen.

Next Steps

Before launching your next campaign, answer three questions:

What is the news we need people to know?

What story makes that news matter to the patient?

Where does our ideal patient need to see or hear this message?

Once those answers are clear, the channels become easier to choose. Email, text, social media, front desk signage, local advertising, website updates, patient conversations, and team scripting all work better when they are tied to one clear message.

 

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TRANSCRIPT

00:03:55:10 – 00:04:13:12
Regan Robertson
So the other day, I had someone come to me outside of dentistry and they and they said, okay, so we got this email that we’re going to send out to our, like our client list and then our, like people who are just prospects. They’re not yet clients. And that’s our that’s our campaign. And I said what’s the campaign.

00:04:13:12 – 00:04:24:23
Regan Robertson
And they said, sending out this email is a campaign. And it was to alert everybody to a new service that they’re offering. And I thought, oh, no.

00:04:25:00 – 00:04:28:12
Sara Hansen
So much more touchpoints than that.

00:04:28:12 – 00:04:49:07
Regan Robertson
Yeah, yeah. But it’s it’s surprising to me. I mean, no, it’s not surprising to me because when you’re running a business, you do not have a marketing degree. So how are you going to know the definition of the terms and what what a campaign means versus a strategy versus a plan. Like if you don’t, you know, if you don’t study up on it, I don’t expect you to know it.

00:04:49:08 – 00:04:55:14
Regan Robertson
Like I don’t understand how many how many dental terms are there, Sara, that obviously I’m not going to understand..

00:04:55:16 – 00:05:10:20
Sara Hansen
Thousands, thousands of dental terms. Yeah, but the reality is campaigns are not magic, right? It’s not a magic trick. Marketing simply creates the opportunity. Right? Do you agree with that? But it’s like.

00:05:10:21 – 00:05:11:14
Regan Robertson
100%.

00:05:11:19 – 00:05:30:20
Sara Hansen
It’s what would we say it. But operationally that that’s where that growth comes in. And that’s where that happens, is through not only the execution of the marketing strategy or the messaging, but then what happens after that? That’s yes. Yes.

00:05:30:22 – 00:05:41:03
Regan Robertson
The I’m curious how let’s let’s break it down for listeners today. What? How do you define a marketing campaign?

00:05:41:05 – 00:06:11:03
Sara Hansen
So I would say first I think we need to identify marketing campaign versus brand. So a good campaign gets attention. Right. Your brand is going to be reputation consistency. That’s probably like when you build trust over time. So brands like for Amazon Amazon’s a really good example. We all know that Amazon brand now simply because of the logo.

00:06:11:04 – 00:06:28:11
Sara Hansen
Not they don’t even have to say Amazon below. We all know that same thing with Nike right? That’s that’s good branding marketing campaigns though. That’s where it comes into, you know. Oh. Did you hear about the controversy from Nike with their marketing campaign at the Boston Marathon this year?

00:06:28:16 – 00:06:50:22
Regan Robertson
Oh, I did, I did. So okay, so so how I define a marketing campaign. And then this will put context around the Nike sniff. And the intersection that they chose with the Boston Marathon is I define a campaign as being a very focused set of messages and activities and tactics that point towards a clear goal.

00:06:50:23 – 00:06:51:15
Sara Hansen
A goal.

00:06:51:16 – 00:07:13:11
Regan Robertson
Yes, a goal. So, for example, the client to announce a new service, that that can be the end goal of a campaign. So Nike and and the Boston Marathon, I don’t I don’t remember what it was, but I remember it was shocking to me. So can you remind me again because I remember thinking, wow, they really messed up there.

00:07:13:15 – 00:07:40:13
Sara Hansen
Yeah. So it was very controversial. Something to the effect that they had a huge not a billboard, but like a window or something, some big sign where all of the runners or participants went to either pick up their packet or pick up, you know, something, but it said something to the effect of, it made a dig at walking.

00:07:40:13 – 00:07:45:03
Sara Hansen
So it was talking about runners achieve goals. We don’t walk.

00:07:45:08 – 00:07:46:16
Regan Robertson
Walking is tolerated.

00:07:46:17 – 00:07:47:18
Sara Hansen
Walking is tolerated.

00:07:47:19 – 00:08:11:00
Regan Robertson
So this tells me. Yes. So the writer did something that was memorable. They created something memorable because after you prompted me. Now I remember right, walking is tolerated. So kudos tolerated. Kudos to the copywriter because you created something somewhat memorable. But oh my word does that go against this is fascinating, Sarah, I didn’t think we were going to take this, like avenue between brand and the campaigns, but you’re right.

00:08:11:01 – 00:08:15:07
Regan Robertson
How far against their brand message of just do it is.

00:08:15:08 – 00:08:42:13
Sara Hansen
Yes. Just do it. Exactly. So so when we think about campaigns, campaigns are about taking action, right? We want our consumer, our patient, our buyer, whatever that is, to take action. But when our brand mis aligns with our campaign, now we got a upsize in our marketing. And that now is where I think within dentistry we have some disconnect, right?

00:08:42:13 – 00:08:54:02
Sara Hansen
Our brand is we show up for the patient, we’re warm, we’re inviting, we do this, but then that’s not the patient experience and that’s where that campaign can go wrong.

00:08:54:07 – 00:09:12:06
Regan Robertson
Oh my gosh. So there’s two sides to a campaign. There’s the logistical side the framework side. And boy I have a doozy for you today. And I don’t know if I should call it out on a public podcast, but I think I will, because I got a letter for a seventh anniversary with a group that I’m a part of.

00:09:12:08 – 00:09:33:10
Regan Robertson
And boy, did they miss the mark on their messaging. So either that or all have our producer edited out, but boy does it fit to this. So there’s the tactical side of what a campaign is. And then there is the brand alignment to the way that the messaging is crafted within that campaign. Yes. Okay. So on the technical side, when you want to we’re going to we’re going to take announcing a new service.

00:09:33:11 – 00:09:55:19
Regan Robertson
We’re just going to use that as our boilerplate here. That is the goal. A campaign should be a series of messages. So your patients and your community don’t all see one message at one intersection and call it a day. And it’s good. It usually takes multiple touches and the data suggests anywhere from 7 to 17 touches. Now that’s for like an external prospect.

00:09:55:19 – 00:10:17:21
Regan Robertson
But be it what it may, it’s going to take multiple touches to help drive in that message and increase the odds of somebody seeing and adopting that particular message in the first place. So for the client that said, I’m sent an email announcing it, isn’t that the campaign in and of itself sort of like you’ve started to but the the tactical delivery isn’t necessarily the campaign.

00:10:17:21 – 00:10:36:13
Regan Robertson
So once you define what your goal is now, what avenues I like to think of marketing, Sarah. Like, like for a campaign is like an octopus. Yeah. The core message is in the center. And then where do we share it? Okay. So we’ll share that new service on at the front desk and a little, you know, form core display.

00:10:36:15 – 00:11:00:07
Regan Robertson
We will definitely send out the email. If it’s really exciting we might send a text message. We might put it on a reader board. We might take out a local advertisement. We might announce it on social media. Like what are all the areas where your ideal patients things? And then let’s put that message there. That is the yes, logistical side and architecture of a campaign.

00:11:00:07 – 00:11:02:23
Regan Robertson
Is there anything you want to add to that piece of it?

00:11:02:24 – 00:11:26:13
Sara Hansen
No, I think oftentimes that’s the missing component within marketing is we forget that. I mean, Reagan, we’ve had this conversation about Google ads before, right? Google ads are not your end all, be all. And in fact, you know, oftentimes we now know that patients and even society is using ChatGPT clod to search for things they’re not using Google.

00:11:26:14 – 00:12:00:18
Sara Hansen
My husband does not use Google because he knows the marketing game. And so he uses. Right. So again, it’s about being aware of how your demographic consumes media. And then those are the different avenues that you can take based on what you know about. Which I think going back to the Boston Marathon, like hello your consumers are runners slash walker slash, you know, active people competing in what really is one of the top tier races in the world.

00:12:00:18 – 00:12:06:01
Sara Hansen
Right. And yet, you know, we’re we’re throwing slight shade to the walkers like yeah.

00:12:06:02 – 00:12:27:24
Regan Robertson
Let’s go. Those are your people. Yeah. Well Sarah, I mean, if you’re in a wheelchair, you’re still going to wear shoes, right. So they’re so they’re runners, they’re walkers. They’re rollers. Like they if you’re a human and you have a desire, I when I think of all of the years of brand equity poured into just do it, it’s just do it to the best of your ability, like just get up and move.

00:12:27:24 – 00:12:31:12
Regan Robertson
And that’s to me the the heartbeat of Nike.

00:12:31:18 – 00:12:42:05
Sara Hansen
Yes, exactly. Exactly. And that’s just it is. You know, speed walking now is an Olympic sport, right? Which is crazy. So it doesn’t matter how you show up that.

00:12:42:05 – 00:12:52:21
Regan Robertson
It wasn’t work. George Carlin made a joke about the magazine called walking years ago. I remember it still walking on the cover. Put one foot in front of the other.

00:12:53:01 – 00:13:20:15
Sara Hansen
Yeah, yeah. But you know, at the end of the day, if your whole platform is exactly what you said or your brand, you’re messaging how you show up. And again, they don’t just make running shoes, right. Nike I mean their brand is extensive. So you know when, when that that heartbeat as you say, or really how you’ve shown up for decades now is now like tilted on its head of, well, wait a second.

00:13:20:17 – 00:13:55:24
Sara Hansen
You know, I’m a huge supporter of Nike because I’m a walker and I love their shoes and I love, you know, and now you’re like, wait a second. I’m slightly offended, you know that. But how often does that happen in marketing? It happens all the time. And so this is where, again, understanding who you are marketing to. And I think in dentistry we often forget that because we get really excited about technology, we get really excited about maybe new procedures that we’re doing, but our patients have no idea what that is.

00:13:55:24 – 00:14:20:09
Sara Hansen
So when we understand our consumers, our patients, how they emotionally connect to things, that is that ticket. You know, once we understand how they consume media, what’s the emotions that are tied to that? You know, now we can start to create a campaign on different platforms that tell that same story.

00:14:20:11 – 00:14:37:08
Regan Robertson
That is just beautiful. When I think of you, you inspire me. When I look at crafting campaigns myself, because I can hear you in my head and I see your smile and and you’re like, you pause it to me in my brain, like, how are we going to share the news? How are we going to share with other people?

00:14:37:08 – 00:15:04:22
Regan Robertson
And I think, you know, when we use these traditional terms like marketing campaign or strategy, it feels impersonal to me. It feels like it could even be pushy at times or salesy at times. And so putting a human face on it, I think is also really, really helpful in far as like motivating us to craft compelling campaigns and then, you know, and treating it as that individual message that’s going out to a person and how they’re going to feel about it.

00:15:04:22 – 00:15:22:08
Regan Robertson
So we’re not going to get it right every time. Controversially, if you want me to play devil’s advocate, all news can be good news. And and so perhaps, you know, Nike hasn’t been present like they wanted to be present. I don’t think it was intentional, but it certainly could be because think of how viral they probably went off of that.

00:15:22:10 – 00:15:23:02
Sara Hansen
And so.

00:15:23:02 – 00:15:43:02
Regan Robertson
True stimulated conversation. It gives them an opportunity to say, whoa, we messed up. But now they are mentioned how many times, I don’t know, I don’t look at their stock. I didn’t see if it impacted them one way or another. I didn’t look at any of that. But but sometimes that’s you know, that’s a tactic as well. We don’t I wouldn’t recommend it for a dental practice.

00:15:43:04 – 00:15:44:22
Regan Robertson
No negative route.

00:15:44:24 – 00:16:00:12
Sara Hansen
Yeah. And here’s the thing. When we want patients to really take action, or even from a marketer, right? When we I mean, I can I don’t think I really have told this story. I’ve told it from the stage. But the story about Izzy and our dog. Right.

00:16:00:14 – 00:16:02:02
Regan Robertson
What in the dog story?

00:16:02:03 – 00:16:21:23
Sara Hansen
Okay. So all quickly tell the story for those listeners who don’t know. So all right, everybody, my two girls begging for a dog. I kept repeatedly saying, no, we’re not getting a dog. You know, I don’t want to have to take care of it, mom, I promise, I promise, right? Listeners are, like, shaking their heads. Yes, I get you.

00:16:22:00 – 00:16:44:11
Sara Hansen
Well, we’re watching the Super Bowl, and this was several years ago, and there was a commercial from the farmer’s dog, and the commercial was this little girl who gets a puppy and she says, I’m going to always love you. And this commercial proceeds to show this little girl in all these everyday, life changing experiences. So teaching the dog when he was being naughty, right?

00:16:44:13 – 00:17:04:17
Sara Hansen
And him for walks, you know, feeding him. Then she goes to college and she’s getting married and the dog’s by her side and the dog is with her through all these life experiences, and at the very end, the dog is laying with her in bed. She’s now pregnant, has heads on her belly and the dog. So it goes to the dog’s perspective and it’s his whole life with her all.

00:17:04:17 – 00:17:40:06
Sara Hansen
So it’s like the dog is remembering all these life experiences. Anyways, I look over and my youngest, my little Izzy, is sobbing and she says to me, mom, that’s me and my dog one day. And so I share. I share this story because that is the power of marketing is my daughter saw herself in that little girl with her dog going through those life experiences, and it caused emotion in her, so much so that I could no longer say no.

00:17:40:06 – 00:17:49:17
Sara Hansen
And then the next day, I received a letter that said all the reasons why she needed a dog, and she signed it. The girl with no dog. But so now we.

00:17:49:17 – 00:17:50:16
Regan Robertson
Have out Sarah.

00:17:50:17 – 00:18:11:02
Sara Hansen
I know, right? I know I’m like, how do you say no to that? Now we have a dog and the dog’s my dog. However, I use that story as an example of marketing because that is what our patients need to see. They need to hear themselves in other patients experiences. They need to hear themselves in you and the team.

00:18:11:04 – 00:18:31:15
Sara Hansen
Talking about how you transform patient’s life like that is the power of marketing. And I love to share that story because I’m always looking for marketing opportunities, right? As a marketer, I like love to see different campaigns that launch for new businesses or things like that. But that one, I mean, was like a kick in the gut for me.

00:18:31:15 – 00:18:56:02
Sara Hansen
I didn’t see coming with my daughter actually seeing herself in the life of that girl with her dog. And so that is the difference between a full marketing campaign, like you say, Reagan, of just sending an email, but actually creating emotion and a story behind what we’re trying to get the people to do. Right. We want them to take action.

00:18:56:02 – 00:19:00:08
Sara Hansen
And so that is the true funnel of a marketing campaign.

00:19:00:10 – 00:19:21:15
Regan Robertson
Well, once you get that beautiful message locked into, it would be a disservice for you to not want to share that out and turn it into a true campaign. So make sure that the that the absolute highest chance of your community seeing that message. So we know that you know, your daughter saw it on television and and we live in a very smart, omnichannel connected world.

00:19:21:15 – 00:19:44:10
Regan Robertson
So yeah. So they know they’re playing that to you. They they say they don’t hear us on our phones. They do. I’m sure they do. I can’t scientifically prove it, but I think they do. So then you start seeing farmers dog ads pop up in your social media feeds. Yes. And and then, you know, if you’re in a big urban area, chances are you might see farmer’s dog sponsoring a day at a pet store.

00:19:44:11 – 00:20:03:17
Regan Robertson
Like, you’ll start to see those touched, spaced repetition messages going out underneath that same message, that core message, the memories you’re making with your dog. So the campaign would be memories you’re making with your dog, and then the octopus goes into effect. We hit it in the television, we hit it in our digital media. We hit it in our physical.

00:20:03:17 – 00:20:27:21
Regan Robertson
We see it at the vet clinic, like all of the areas where we’ve chosen to advertise and share this message. I think that is so beautiful and I will. I’m going to keep it anonymous, but I’m going to share the myths because it really made me sad yesterday, and I even wrote a letter to the organization expressing my sadness because it was specifically around the message itself.

00:20:27:22 – 00:20:50:17
Regan Robertson
So I’m part of an organization, and every year I get an anniversary acknowledgment and gift. It is been. So this is my seventh and being so excited as I was like, my family knows when the box arrives, I am going to be really excited about it. And the box arrived. Usually it’s branded on the outside and that gets me even more excited.

00:20:50:18 – 00:21:07:01
Regan Robertson
This year it wasn’t, which was not a big deal, but it still said who it was from I dancer, I dance around the box, I’m like, I get so excited. I can’t wait to see what they’re going to surprise me with. It’s such a generous gift every single year. But the gift doesn’t matter. It’s not the gift. It’s the letter that I get.

00:21:07:02 – 00:21:31:24
Regan Robertson
It is a personalized letter stating the mission of the organization and how how much they value my participation and all of that. So and the founder has a very distinct voice, very distinct voice. So I get this letter and I have it in front of me. It starts out and it says, hey there, you just did something most people won’t do.

00:21:32:00 – 00:21:53:15
Regan Robertson
You said yes again. And I was like, are most people not joining the organization or rejoining the organization every year? Is that why am I? And I immediately had a little bit of doubt in my head. It goes on to say not because it was easy, not because you figured it all out, but because you’re the kind of leader who understands that growth is an accidental.

00:21:53:15 – 00:22:12:20
Regan Robertson
It’s intentional. Now, I know you need context around this, and I’m going to keep it anonymous as I can, because I love this organization and I’m not going to throw them under the bus. Yes. What I will say is, as AI enters the world of copywriting, I am seeing more and more and more copy. That sounds the same.

00:22:12:20 – 00:22:35:21
Regan Robertson
Even when a founder’s tone is entered into the AI agent. It doesn’t matter if it’s ChatGPT, if it’s Claude, or if it’s another AI platform. I just keep seeing it. So much so that I edit a lot. I edit a lot of team copy. I edit friends copy. Like the line in here that particularly got me is a little bit down.

00:22:35:21 – 00:23:03:17
Regan Robertson
And again it says it’s so many polarity statements meaning not not, not. And it says this isn’t theory, this isn’t motivational fluff. Fluff is a big word that AI loves to use. It took me two tries to even get through this letter. One because I could tell right away it was just generically crafted from AI. Yeah, and secondly, I had to go through it because I was trying to figure out what it was actually telling me.

00:23:03:19 – 00:23:08:14
Sara Hansen
So what what was it telling you.

00:23:08:16 – 00:23:34:19
Regan Robertson
It says, you know, let’s make everything that you’ve learned and turn it into momentum. I k I mean I appreciate that it doesn’t tie to the gift that was the gift was very nice. It doesn’t tie the context of the gift or why I received it. Pair this with two years ago when I received a personal video from the founder of the organization that called me out by name and delighted me.

00:23:34:19 – 00:24:03:17
Regan Robertson
So much so that I wrote an email thanking them for taking the time to do that and how much I appreciated it. Again, it’s not the gift, it’s the message. So for a marketing campaign, the message and the brand is is so unbelievably important. It’s going to be the difference, I think, whether or not you’re successful, the channels you choose absolutely matter, obviously, because you want to be where people see it, but it’s the message behind it that is that is different.

00:24:03:17 – 00:24:23:02
Regan Robertson
So when I think of your farmers dog story, I think about how it was a masterclass in connecting with their audience, their desired audience. So much so that a woman bought a dog. Oh, a dog food commercial like that is. Yes.

00:24:23:04 – 00:24:40:21
Sara Hansen
Yeah. Like you guys don’t even understand when I say I mean, I would tell my husband, like, I hope our girls accept the fact we’re never going to have an animal. Like, I hope they don’t need therapy over this because we I was a non dog mom. Period.

00:24:40:23 – 00:24:45:03
Regan Robertson
And now the dog is your dog. You know how dogs bond to people. So I love that.

00:24:45:04 – 00:25:14:23
Sara Hansen
Oh I am her person. She is my person. But yes I mean that’s but again that emotion was so powerful that as a mom sitting next to my baby girl, I mean literally tears running down her face like that is the emotion that she felt watching that commercial. I mean, again, that’s it’s powerful. But that is the type of transformation that patients need to see with dental marketing.

00:25:14:23 – 00:25:41:16
Sara Hansen
And what kills me, Reagan is our dental teams do that every single day. And yet so many marketing campaigns are latest technology, you know, same day crowns. And that’s all that they market. And it’s like, no, what else? Like where is the transformation story? Because we hear about patients saying all the time, they changed my life. I’m now able to get a job.

00:25:41:16 – 00:26:02:03
Sara Hansen
I’m so excited that I can go and have a steak dinner with everybody. I mean, those are those powerful moments that I think we just take for granted in the dental industry that make a huge impact on patients lives. And that right there is the story that we need to be telling and marketing. I mean, yes, you know, technology is great, but that’s not it.

00:26:02:03 – 00:26:07:08
Sara Hansen
That’s not the hook, right? That’s a subcategory to everything else.

00:26:07:10 – 00:26:28:15
Regan Robertson
Do we want our audience to cry happy tears or sad tears? That should be the title of today I, I know I was so disappointed. I was disappointed through the night. My family made note of it, in fact, and said, you just looked melancholy. And I said, I think I’m just disappointed. I think I feel seen and I felt like they phoned it in and it made me sad.

00:26:28:17 – 00:26:50:03
Sara Hansen
That’s what it is. Reagan marketing is about being seen. It’s about being seen. Your patients need to be seen. Is he that day felt seen like someone gets me. My mom is saying, no dog, no dog, and you’re the farmer’s dog. They they got me right I that’s it. We want to feel seen. Yeah.

00:26:50:05 – 00:27:17:14
Regan Robertson
So okay so I’m going to break it down easy. You let’s weigh in here together. So so doctor, if you’re thinking about your next marketing campaign, you have something that you want to share with people. So I would just write this down. One, two three. What’s the news that you want to share with people? Number one. Number two, what story can you express to your team and perhaps the market that can illustrate, you know, the why, the emotion behind this announcement that you have.

00:27:17:14 – 00:27:41:11
Regan Robertson
And then three, right. Just grab a piece of paper or do a little Google Excel document or use AI in this matter too. Where can we share the news? So where can we share that message? But you’ve really underscored for me, Sarah, that before any of the tactics are decided upon any of the delivery channels, what you want to say and how you want to say it matters more than anything, one.

00:27:41:12 – 00:27:45:07
Sara Hansen
Hundred percent. Yeah. Yep, I love this.

00:27:45:08 – 00:28:08:24
Regan Robertson
Thanks, Sarah. We hope you guys found value from this episode. Drop us a note. You can email Sarah Sara at Productive Dentist. You can leave us a review on iTunes. I think maybe Spotify. Also, we would love it to hear your feedback on if you’re receiving value and what kind of value that we’re providing for you. And until another episode, thanks for listening.

00:28:09:05 – 00:28:10:14
Sara Hansen
Thanks, everyone.