The reality is that group practices are going to continue to grow. Dentists are partnering with each other to “fight corporate dentistry.”

The pressure is on as group practices start adapting to different models. We know there is a lot that goes on in transition as a group practice grows or as they turn to more of a DSO model.

We have been fortunate to gain experience on different levels with different size group practices as they grow and transition. We do view “Dental Group Practices” Differently from “Dental Service (Support) Organizations” We consider group practices to be a single location with several full-time dentists on staff or a dental group with multiple locations. When non-clinical business services are placed in one central location, that’s when we consider them a DSO.

If this is confusing see this article that does a great job explaining what we mean.

As it relates to marketing, the strategies for each of these can vary quite a bit. With group practices, we look more at the individual practice(s) in that group and get very hyperlocal. Each practice will get their own marketing plan and even though it may or may not have the same name, it’s brand will be built based on the patient base in the radius around the practice(s).

For DSOs, it gets a little more involved as we look at the potential patient base at each practice but also look at how we can leverage a larger brand. Each practice will need online marketing that’s specific to their area but now we can target broader mediums such as radio, billboard, direct mail, etc.

Regardless of how your group is functioning, we have strategies to get the most success out of your marketing spend. Whether you need a marketing team to develop and execute your marketing strategies or you have a marketing team in place and need fulfillment services, we can accommodate your needs.

Here are some common group set-ups we encounter:

We have several practices under different names but combine resources to receive discounts and maximize profits.

Read: How group practices of different names can leverage their marketing dollars

Group practices come in a lot of different forms. If you are part of a large group or manage the marketing for a large group, trying to find the best way to leverage your marketing dollars can be difficult if the practice names are all different.

I know on several occasions I have been asked by these practices if it would be better to try and come to an agreement on one name so they can leverage expenses and resources. This might end up being more trouble than it’s worth. In all actuality, there are some significant advantages to being set up independently and managed by a group. Read More

Case Study: Charlotte Dental Group

Estimated Costs: $3900 for a website and $3,000-$6,000 month in advertising per practice.

I work with a group that has 13 practices. All are very different and all have different names. They have all types of practices in this group- cosmetic, general, family, Medicaid, emergency, and one tends to cater more towards busy moms.

They all have their own personalities and all the owning dentists are different. To leverage their marketing dollars we:

  • Manage all the online PPC through one group at a discount.
  • Have an exclusive SEO provider that works solely with this group for less than what it would cost to hire them full time.
  • We can purchase mobile display and retargeting ads directly from the networks so that there are no third-party vendor costs.
  • We purchase direct mail in bulk and get the costs down to 26 cents a piece. We then distribute it to the relevant homes for each practice with their own designs and specials.
  • We can hit the minimums on sources like Pandora so that each practice only has to invest $500/month but gets great exposure.
  • We put together billboard campaigns and leverage the buy between two companies to save over 30 percent in costs.
  • We can provide consulting for the group along with a dedicated project manager so marketing strategy, website updates, graphics changes, and new ads can be produced in a third of the time.

There are numerous solutions and options under this model.

We have numerous practices under the same name.

Related Article: How a Group Practice Can Win Big in Marketing!

Group practices come in a lot of different forms. If you are part of a large group or manage the marketing for a large group, trying to find the best way to leverage your marketing dollars can be difficult if the practice names are all different.

I know on several occasions I have been asked by these practices if it would be better to try and come to an agreement on one name so they can leverage expenses and resources. This might end up being more trouble than it’s worth. In all actuality, there are some significant advantages to being set up independently and managed by a group. Read More

Case Study: NC Pediatric Dentistry

Cost: $5,000 for the website. They average $2500 a month per practice. Down from $3500 on their previous spend.

This group had been with other marketing companies in the past and wanted to get an outside consultant to handle their external marketing.

We put together a website that had all of their locations and use unique SEO strategies to make sure each practice gets the exposure they need to be successful. We write blogs, do videos and solicit testimonials so each potential patient has a great feeling about the practice.

In addition we run an aggressive PPC and Display ad campaign online. With all the practices combined we’re able to get deeper discounts on direct mail, billboards, and promotional sources.

They have seen their website hits triple, their conversions triple, appointments are double what they use to be. They have added three new practices since we have worked with them and with a solid marketing plan they are able to add practices and get all their marketing executed through us.

To learn how to leverage your group practice get on my calendar here for a free no obligation consultation call.