Having a dental marketing strategy is essential to any businessman. But, this isn’t as simple as writing a plan on a piece of paper. You have to carefully understand your market, know who your completion is and what type of strategy appeals to your target audience.
If you are hitting below a 50% Referral Ratio in dental marketing services, then you would list it as one of your strategic objectives to improve over the next 90 days to 12 months. If you are hitting below a 20% Referral Ratio, then it is VITAL! It calls for immediate action!
Your patients love hearing about “new stuff” that can help them keep clean, white teeth and beautiful smiles. So what are you promoting that’s new? What’s new in dentistry? How can you make this stuff fun and fresh? My recommendation is to A.B.P!
5) Position yourself in the mind of your community as a specialist. Being in a niche is easier to promote and sell that a “do-it-all” general dentist. and, once your patients get in and see that you do more than say just cosmetics, then you can obviously offer those services to them. BUT, defining a niche and working hard to fill it is an advisable route to go.
When patients are not happy they leave. There are a lot of things you can do to make your patients feel unhappy and unnecessary to your business. The first is of course being rude or having a rude staff. This is obvious. But making patients wait too long in your office or for an appointment are subtle other ways you disregard your patients.
When seeing my personal physician, and lab work is required, he calls me in the evening and discusses the results. If I have not been to the lab within a reasonable time frame, he calls and prods me to go & get the work done. Our personalities mesh and, even when I am in pain, it’s always a good experience. I’m sure I have sent him more than 25 referrals in the last year or two! He must do this with most of his patients because he has had to add a physicians assistant and nurse practitioners to handle the overflow of new patients and is now looking for a bigger office.
Value your customers. A common marketing rule is to always follow up on your customers. Some people may buy instantly while others need a little more persuasion or time. The problem is that most salesmen do not follow up on their leads and eventually lose any chance of converting some sales.
Advertising, such as the yellow pages, may seem like a reasonable investment, but the cost per new patient is quite high – and there is no way to tell what kind of results you are achieving. Telemarketing, on the other hand, may seem more expensive, but usually provides a much lower cost of acquiring a new patient, with more measurable results.