Bestselling Dental Office Practice in 2020
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Dental Marketing: The Basics
What aspects of marketing absolutely must be present for it to be effective? A few of them are mentioned here...
1. Good Communication: Whatever marketing techniques you are using must communicate well to the audience that receives it. That doesn't mean just putting out a message, it means putting out a message that will be received well. For example when handing out referral cards to patients, if they are attractive and have a pronounced message they will likely be handed out to others who will in turn pay attention to them and you will see many of those people walk into the office. If not, you might be spending time and effort on a marketing strategy that is not working as well as it should be.
2. Any Marketing is Better Than None: Generally speaking, no matter how professional an office or a practice is, if there is no marketing happening then it's quite likely that there will be very few patients for you to care for. An attractive and comfortable office and great care for the patients are very helpful to the maintenance of a practice but do not substitute for "speaking out" and letting other people know you are there. Unfortunately a beautiful and professional practice may as well be invisible if no one knows of it's existence.
3. Volume: In order for marketing to be really effective in any type of industry (including Dental) marketing must be done in volume. The amount of new patients received will always be proportional to the amount of marketing-type communication being sent out. The bottom line is this: If just a little bit of marketing is occurring then you will just get a percentage of that back in terms of new patients. (It's very helpful to have some sort of marketing system set up in any type of dental practice that generates lots of "outflow" to the public and continues to do so. It doesn't necessarily have to take a lot of time to do this.)
4. Repetition: Often it takes several repetitions of a communication in order for it to go through. It boils down to this fact: It's often necessary to repeat whatever communication is being sent out in order for it to really go through. Don't be too discouraged if one type of marketing doesn't send in a flood of new patients right away. Try repeating what you did several times - only then if it is not working switch to something else.
5. Sincerity: People know when they're being told the truth or when someone is trying to be "slick" or just a bit too "smooth". If you communicate to your potential and existing patients with sincerity they will respond much more readily than if you're trying to "talk them into" something. Be honest, give them information that they need, answer their questions. (This goes back to #1 above regarding good communication.)
An example of this (not in dental industry, but a good example nonetheless): I recently received a call from a mortgage company regarding the possibility of refinancing my current mortgage. The woman that I spoke with asked me some questions about my current loan, the home, etc., and at the end of the questions she told me honestly that I already have a good situation and it would not be beneficial for me to change. So, despite the fact that she could have possibly made some money if she had talked me out of what I already have, she was honest. So when I actually am ready to refinance guess which company I will go to? That's right.
Marketing for a dental practice is a rather unique "art form" and there certain types of marketing strategies that work far better than others. However these dental marketing basics will likely help no matter what type of marketing is occurring.