You'd think word of mouth would be enough when it comes to dental marketing, but you'd be very wrong. In such a competitive marketplace, getting ahead of the game requires thinking outside of the box to attract and keep the custom that your practice needs to prosper.
Instructions
1. When it comes to dental marketing, you have to forgo thinking like a dentist. After all, who are you trying to attract - the competition or new custom? Instead, think like a patient and think about what the client's you want to attract want from a dental practice. Using paper and pen - and the help of your team - try to imagine who your clients are and what they want from a practice. Are they concerned about costs? Pain? Do they have kids that need treatment too? Record these concerns on paper as they will help you create or update your practice literature.
2. During step one did a mental image of your customer base appear? Are they young or old? Rich or poor? What magazines do they read? Again, record this as it will help you communicate effectively within your dental marketing plan.
3. Determine your budget for marketing. The most effective marketing plans run 365-days a year and recognise that a simple mailshot once or twice a year is not the foundation for overall business success.
4. Draw up a multi-pronged approach to your campaign. This is where understanding your clients is essential. If you have a younger patient base, they'll respond more positively to online dental marketing concepts such as e-mail shots, pay per click advertising and web listings. Likewise, an older client base will react well to a campaign which addresses their needs in an appropriate medium such as the local newspaper. If like many practices your clients are across the board, determine whether you have the resources and time to address both groups at the same time or if you will take a phased approach to marketing.
5. Your campaign's message should reflect the needs of your patients. For example, younger ones will be more drawn by campaigns about cosmetic dentistry while older clientele might benefit from information about dental cancer. Above all your message should reflect that - as a healthcare professional - you truly care about your patients teeth and them!
6. Book appointments with sales advisors from your local radio station, newspaper and cable tv channels for guidance on what is available in your area. You might also consider local area real estate guides as they'll be targeting people who are moving into your area and are looking for a dentist.
7. Nowadays a website is an absolute must - but remember it isn't the be-all and end-all of your practice. Take your time developing it with a website designer if you want your website to grow with you. When coming up with ideas for your website, think of how you can demonstrate your expertise and caring nature to new patients. You might show photos of your clean and up-to-the-minute dental equipment to reinforce that your practice is fully capable of looking after them and keeping them safe. You might also consider patient testimonials or even before and after photos if you deal with cosmetic dentistry. Whatever you decide, simply remember that this website is an investment for the future - so shouldn't be rushed into.
8. Simultaneously running a successful dental practice and marketing campaign can be a tall order. So, consider enlisting help from a company which has experience in dental marketing. Ideally they will not have any other dentists on their books at present who are in direct competition to you.
9. Whether you enlist the help of an agency or not - don't neglect the dental marketing which must happen each and every day for your business to grow. Fortunately it doesn't cost a penny! Good customer service costs nothing but time... but it pays out real financial dividends. Word of mouth referrals should never be neglected for this reason!
Tags: dental marketing, your practice, your clients, also consider, comes dental, comes dental marketing, cosmetic dentistry