Anyone who owns a dental practice knows how important marketing is in helping to maintain a good patient base and enabling the business to grow. The trick is to get the marketing right, so that current patients are retained, and new patients are attracted to the practice.
There is no one golden strategy to market a dental practice that is guaranteed to make great things happen on its own. A good dental marketing strategy is one which combines different solutions that can be used in conjunction with each other, to create the best possible results. Here are some of those solutions, to provide you with the inspiration you need to make sure your dental marketing is successful.
Interact with the community
The patients who attend your practice are part of the local community, so it makes sense that you should ensure that your practice is known and respected locally. Community involvement can be of huge benefit to any business that is so closely involved with people in the local area. The type of involvement that you can consider includes attending local fêtes, contributing to local charities and sponsoring junior sports teams. You may even be able to attend local schools, to talk about the importance of good dental care or about the pros and cons of a career as a dentist.
There is no doubt that social media plays a larger than ever role in dental marketing. Using social media gives you the opportunity to interact with people in the local community who are patients or potential patients. You can post updates about the practice, including details of your community work and of any new treatments that are being provided.
You can also interact with your patients, by encouraging them to provide reviews of your practice, or ask questions. Do not forget that it is not sufficient to simply set up social media accounts; you need to make sure that they are managed effectively and regularly updated.
Pay-per-click (PPC) advertising can be one of the most effective way of getting your adverts seen by potential patients. By using platforms such as Google Ads and Facebook Ads, businesses can pay to have their adverts shown to the exact audiences they want. With PPC, you pay every time a user clicks on your advert.
Google and Facebook both allow you to use narrowly defined target audiences, meaning you are not paying for your adverts to be shown to audiences with no intention of becoming a patient. With Google and Facebook by far being the largest search engine and social media platform, the advertising potential with these two services are enormous.
Make sure that your website works
Your website is a way for people to see what you have to offer, so it needs to be effective. When you are creating a website there are certain factors that you need to concentrate on.
- Clear, accurate and informative content.
- Local SEO that is focused to ensure your wed address appears when people in the surrounding area search for a dentist online.
- Easy navigation that makes use of relevant links and menus.
- Images and video content that helps to create improved greater overall awareness of your practice.
- Mobile compatibility.
Once you have designed a website, do not forget that you need to update it as appropriate, and measure how well it’s working, so that you can make any necessary changes.
Use postcards and flyers
It’s important to remember that not all of your dental marketing efforts need to be based online. Your practice is located physically close to patients and prospective patients, so you are in an ideal position to make use of non-digital marketing solutions, such as postcards and flyers. Make sure that your postcards and flyers are relevant and have something important to say. Remember that people get a lot of advertising materials posted through their front door, so your content needs to stand out.
Make use of appointment reminders
It’s not all about attracting new patients, when it comes to dental marketing. You also need to retain the patient base that you already have. For many people, life gets in the way, so you need to make sure that they remember when their dental check-up is due. These days, it’s common for texts to be used for this purpose. Texts have the advantage of remaining on a patient’s phone so they can be read when it’s convenient to do so. Sending a text also means that you do not need to waste time trying to get through to people on the phone.
You also have the option to write to people, or send them an email, but texts are easier to send and manage, and they are more likely to be read and acted upon.
Dental marketing is not something that you can afford to neglect, if you want to grow your dental practice. Investing time, effort and financial resources is important. Of course, you need to ensure that you plan your marketing effectively, in order to get the best possible results and the best possible return on your investment.
More on How to Market a Dental Practice
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