April 21, 2025

How Medical and Dental Practices Can Use TV and Radio to Attract More Patients

By Influence Crafters · 2 minute read

In an industry where trust and reputation are everything, TV and radio advertising remain powerful tools for medical and dental practices looking to attract new patients.

Unlike digital ads, which can be easily ignored or skipped, broadcast media provides credibility, broad reach, and higher patient engagement.

72% of consumers trust TV ads more than digital ads, making TV a strong medium for medical and dental branding (Kantar Media).
Radio listeners perceive live-read endorsements from trusted hosts as 2.5x more credible than scripted ads (Radio Advertising Bureau).
Healthcare professionals featured in TV commercials are seen as more authoritative, increasing the likelihood of patient inquiries (Nielsen Healthcare Report).

Local TV reaches 96% of U.S. households, providing excellent exposure for healthcare brands (Nielsen Total Audience Report).
Radio reaches 90% of adults weekly, making it an effective channel for repetitive messaging that reinforces trust (Edison Research).
Combining TV and radio ads increases brand recall by 35%, proving that multi-channel strategies work best for medical marketing (Marketing Science Institute).

Patients who see a TV ad are 43% more likely to search for the practice online afterward (Google Think Health Study).
Radio ads that mention same-day appointments or free consultations drive 27% more calls than generic ads (BIA Advisory Services).
Healthcare practices using TV and radio together see a 28% increase in patient bookings compared to digital-only campaigns (Marketing Evolution).

Highlight patient testimonials and success stories to build emotional connections.
Use doctor and staff appearances to establish authenticity and credibility.
Offer clear calls-to-action (CTAs) such as “Call today for a free consultation” or “Same-day appointments available.”

TV: Place ads during morning news, prime-time health segments, and local talk shows where patient demographics match.
Radio: Target drive-time slots (6 AM – 10 AM and 3 PM – 7 PM) to catch listeners commuting to and from work.
Local sponsorships: Partner with local health programs and community radio segments to build organic trust.

Urgency works: Phrases like “Book within 48 hours and get a free dental exam” increase response rates.
Preventative care campaigns: Ads focusing on early detection, flu shots, and regular dental checkups drive higher patient inquiries.
Bundled services: TV and radio ads featuring package deals (e.g., “Family dental plans at discounted rates”) generate 20% more interest.

A local dental practice launched a 6-week TV and radio campaign promoting free consultations and a “New Patient Special.”
TV ads aired during local news segments, reinforcing the credibility of their services.
Radio ads featured endorsements from a popular morning show host, leading to a 32% increase in appointment bookings.
The combined strategy resulted in a 19% lift in patient retention rates (Dental Marketing Association).

TV and radio advertising offer medical and dental practices an unparalleled opportunity to build trust, engage patients, and grow their practice. With their broad reach, high credibility, and strong call-to-action impact, these channels should be a core part of any healthcare marketing strategy.

By combining traditional media with digital follow-ups, providers can maximize patient acquisition and retention.

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