Tapestry Demographics

Utilize tapestry demographic data in conjunction with dental demographics to properly market your practice

By Susan Tibbles & Jeff Francis

Opening a dental practice from scratch or starting a dental practice after an acquisition can be a daunting task with all the data to analyze. You want to serve the needs of patients in your area, so you need to know more about their distinct lifestyles and behavior patterns. That’s where understanding Psychographic tapestries comes in. A good dental marketing consultant can help in this area, or you can learn how to use this data on your own.

The tapestry profiles typically include information such as preferences toward housing, meals, entertainment, jobs, money management, hobbies, and utilization of technology to name a few. Analyzing the tapestry demographic data can help you create a vision for your marketing strategy by breaking neighborhoods into demographic and socioeconomic segments. This allows you to personalize experiences and develop loyal patients in your patient base by understanding your target market and their needs. These market traits should be in every dentist demographic report.

Learn what makes your patients unique

Psychographics refer to lifestyles, attitudes, beliefs, and aspirations of select populations that typically builds upon demographic data. For example, demographic data informs you of the average age of patients in a community, but psychographic information will tell you if those patients would be interested in paying more money for a premium service based on their values. People have unique needs and understanding the uniqueness of different patients can help you present your services in a more appealing way.

Understand your target markets

Segmenting your market based on summarized behavioral traits can help you target your outreach to attract the type of patients you want for your practice. By understanding the common behaviors within each segmented neighborhood and what people spend money on, you can determine the best way to reach them.  For example, if your target market is an older population looking for crowns and bridges, and the psychographic tapestry profile shows that market segment does not use or trust the internet, you should not concentrate on pay-per-click advertising. Once you understand these factors, you can then map out an effective marketing plan to attract more patients to your practice using the findings as your guide.

How is tapestry demographic data gathered?

The tapestry data combines traditional demographic, psychographic, behavioral, and geographic market segmentations into data that provides deep insight into the lifestyles and behaviors of diverse locations, while offering a comprehensive view of the demographic populations within your market. This system helps with answers to who, what, where, why and can even inform you on how to approach your biggest business challenges.

For example, within the soccer moms tapestry group some of the main characteristics are that they prefer the suburban periphery of metropolitan areas, live in newer single-family homes, and are connected to a host of wireless devices from iPods to tablets. This helps you determine where to locate, what hours would be best to open, and what methods of marketing would be best to reach that group based on their characteristics.

The tapestry demographic data is built using a unique combination of demographic and consumer buying behavior data, and is sometimes enhanced by consumer surveys. paired with clustering methods and the latest data mining techniques. The combination of datasets and geography, gives you a 360-degree view of the consumer down to the community level.

Who uses tapestry information?

Many practices large and small use tapestry data to perform research on their patients. In turn, these practices can market their services to meet patient demand for those services within a specific area around the practice. Additionally, for dental practices looking to develop direct-to-consumer marketing, effective communication strategies, and loyalty programs, tapestries can indicate the characteristics of a neighborhood that will influence the success of a campaign – including buying power, brand interest, and personal values.
Not every person will behave exactly the way the segmentation breaks down, so a well-rounded marketing strategy is still a solid idea. Such as, if people use the internet for a buying decision, having a quality website along with some Pay-Per-Click ads is a necessity but you would still want to hit homes with traditional offline marketing like direct mail. Using tapestry demographic data makes you more knowledgeable about the people around your practice and helps you cater your marketing to them.

View a sample of our dental demographics study and Tapestry demographic data: