Growth inside of a practice is inevitable if you have been successful with your current patients. Now you’re ready to make the decision of adding an associate. This can create great opportunities but will also create unique challenges. The biggest of these is how to bring in new patients.
In most cases the associate is either right out of school or at least new to the area so it’s not very likely they will be bringing in many new patients of their own. So how do you go about getting them new patients and getting a great return on this new colleague?
Market like you mean it!
You don’t have to spend a ton of money in marketing to be successful but make sure you’re doing enough so your new associate feels like you’re making the best effort to get them busy.
Here are the top marketing sources needed.
A well developed, responsive website that is set-up to convert new patient leads and phone calls. This should be rich in content, have significant reviews, and has information about the staff including the new dentist
A Solid Online Presence
I don’t have to remind you that most younger professionals these days are concerned about their company’s online presence. The same will be said about your practice. They will notice if you don’t have SEO, PPC, Display Ads, and Social Media Ads. It will be very important to them. This also is a great way to get them engaged by having them do some videos of their own. They are easier then you think and even professionally done it’s not that expensive.
Find Local Traditional Media Sources
You need to create attention for the practice. Direct Mail is a great way to promote: “We’re growing! Please welcome Dr. Smith.” “We now provide convenient early morning appointments!” Do what you have to with the budget you have. It can be shopping carts, cinema ads, mall advertising, church bulletins, or billboards but keep a presence in your community.
One Final Tip
When executing your marketing, be careful that you aren’t always using your name or being the practice spokesperson. I’ve seen this backfire on practice owners before because people only want to schedule with you. Let the new associate be a part of your marketing efforts.
Ben Shaver is a dental marketing consultant for Dental Inbound. He works with practices of all sizes.
His main focus is to develop strategies that provide congruency between traditional media sources and new media platforms.
You can email him at firstname.lastname@example.org