I’ve had numerous conversations over the years with dentists looking to take a step further and grow their practice. Most have been working in a practice that has an aging patient base and need an influx of a new type of patient to help them grow.
In most cases these practices have very little experience with marketing. This makes it a challenge to start thinking about it as an investment. The journey usually leads to finding low cost dental marketing providers that provide scaled services and conversion promises that don’t bring much value to the practice. After having limited success and months of frustrations this is when I usually come in. I don’t give the six dollar haircuts. I’m brought in to fix them.
To keep yourself from wasting money on marketing that doesn’t fit your practice let’s dive into what’s important before you even begin to think about spending that first dollar.
Step 1: Who Is Around Me?
This seems like an easy question and you probably had a demographic profile done before you purchased your practice but is it accurate now? Let’s say you want to promote Invisalign or implants to bring in new patients. You need to find out if the average household income in your area would support higher end cosmetic dentistry.
Same goes for families. Does your area have an influx of younger families? You need to know what’s available to you before you start spending on advertising.
We have this information for free: Get your free demographic profile
Step 2: Website is key
I know you probably have a website but most likely you have been using it as an online brochure. If that’s the case be sure to invest in a new one. It is key that your website is interactive, Google compliant, and makes it easy for people to contact and find you.
Even word of mouth referrals will look at your website first so don’t go cheap on this. To find out more about how your website should be structured and costs click here
Step 3: Build an Online Presence
Search Engine Optimization and Search Engine Marketing are key in getting the right patients to your practice. Through content and targeted ads, you will help build your personal equity online. It’s still inexpensive to advertise online so take advantage of this before prices become too much. To learn more about online marketing for your practice click here
Step 4: Draw Attention to Yourself
Ten years ago, people needed to see an advertisement three time before they would make an action. Now it’s over ten. They also know that when they are ready to make a decision about a dentist they can search online and find one.
Using traditional mediums like radio, direct mail, billboard, and numerous others will help introduce people to your practice and keep their attention. If you really do have limited budgets then look at mediums that are less expensive such as neighborhood papers, church bulletins, and local sponsorships.
Regardless of the advertising purchased you need to plan your marketing before executing it. I have helped numerous practices have success with this and can help you too.
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