The marketing of your practice is all-encompassing. It’s not just having a website, posting to social media, or running online paid advertising campaigns.
Your marketing is everything about your practice that causes someone new to contact you or keeps your patients loyal to you. Marketing should begin as a strategy and work into systems that contain tactics.
There are three marketing areas to consider for every dental practice.
The degree to which you activate all three depends on your practice goals, your current situation, where your practice is located, and the competition it faces.
With every practice being unique, “one-size-fits-all marketing” or “one-off marketing” is usually not the solution. To get the best outcome, a marketing strategy customized to your individual situation is the answer.
To give an example, you could invest $30,000 a year in a “one-off” direct mail campaign but, if your online presence is non-existent or weak, you are unlikely to get the results you would if you had a strong online presence. Most people who get your mailer will proceed to check you out online. Having a website that works, an abundance of 5-star reviews, and consistent messaging across other online platforms will work to convert more prospects into patients.
The same would be true if your internal systems for handling new patients, recalling and reactivating patients, and getting referrals from patients are weak or non-existent. You may be able to bring the new patient in but are they staying? Do they give you referrals? Were they “wowed” at their first visit so they are telling others?
Your internal marketing is foundational and can provide exponential practice growth. This is what will make all other marketing work better.
Here are five internal marketing areas to focus on.
You want to create systems for each one of these for your team to learn, follow, and be held accountable for.
- New Patient System: A system to “WOW” them on their first visit so they will spread the word about your practice and stay loyal to you.
- Referral System: A system your team follows to get more patient referrals. Most practices have referral programs in place but most patients are not made aware of them in a systematic way.
- Recall/Reactivation System: There is typically a huge opportunity here to add additional methods of communication, more frequent communication, and more pointed messaging.
- Communication System: It’s important to maintain on-going communication with your patients to strengthen your relationship with them. A monthly email works great for this.
- On-going Phone Training: Most of your marketing comes down to your team being able to convert callers into appointments. Phone training gives your team the tools they need to be successful and lowers your patient acquisition cost.
Have questions or need help with any of these focus areas? Schedule a free 15-minute chat with our marketing team.
Got these down? Let’s move on to step 2!