At Dental Hub 360, we’ve said it before and we’ll say it again: marketing is what makes or breaks any business—dental practice or not. If any business has a good marketing strategy, their marketing campaigns will be more effective in turning prospects into patients.
For a dental practice, a good marketing plan enables us to get people to become aware of our practice, interested in our practice, and then come to our practice in a steady influx. Getting that steady influx of patients is really important. When we’re not getting a steady influx of patients, we’re not being as productive as we can be and, subsequently, we’re not growing as much as we should.
If you’re interested in how to develop your own marketing plan, you’ll need to know what to include in it. That’s why, for this week’s blog post, we’ve outlined three parts of a good dental marketing plan for you to make sure you have in place when creating yours.
1. Specific, measurable goals.
Every practice owner is a visionary, and every team member plays a crucial role in making their vision come to fruition. That’s why it’s important for leaders to come up with tangible goals they can present to their team. That way, everyone on the staff knows what to do in order to help build the practice in the direction of that vision.
But having a general goal and having a specific, measurable goal are two different things. Having a general goal without any concrete numbers to work toward makes it hard to gauge your progress. So be specific. Numbers are important; don’t just put up a general objective. By having specific, measurable goals, your progress isn’t just easy to measure but also easier to track.
2. Timely strategies that help to achieve those goals.
If you run a dental practice, you’ve surely done some form of marketing in the past. Maybe you made some simple posters to spread through the town, created an online newsletter, or sponsored a local charity event. It’s a rarity if a business hasn’t employed some type of marketing strategies in their past. Most business owners have learned the hard way about which marketing strategies work best for their business.
So, analyze past strategies you’ve used. Develop new ones based on the successes and failures of those strategies. Then repurpose them to work towards those specific, measurable goals you’ve come up with.
Keep adjusting these strategies, too. As times change, so does their efficiency and effectiveness. Businesses constantly need to evolve with the times. For example, during Covid-19, a marketing plan that focuses on bringing in patients for teeth whitenings is going to bring in fewer patients than it normally would. You might have a specific, measurable goal about how many patients you want to see for teeth whitening and develop a brilliant strategy to bring patients in for that service. But with times requiring social distancing and quarantining, patients usually only come in for more urgent treatment. With different times calling for different measures, it would be better to think of an alternative strategy. Now would be a prime time to make a marketing plan that focuses on bringing in more urgent-care patients or touting your practice's social responsibility by highlighting efforts your practice has taken to provide aid in the pandemic.
3. An awareness of your competitive market.
Go on social media. See if the practice down the street has an active page on Facebook. Do they have a live, online chat? Are they responsive? Visit their website. How good is it? What discounts do they offer that you can one-up?
Or, conversely, see if the social media realm for dental practices in your area hasn’t been tapped into extensively. Can you be the first to create a good social media presence in the local dentistry market?
Getting an awareness of your local market and competitive landscape can help you to identify strategies to help you capitalize on your piece of the market.
Craft your own marketing plan!
Without having good marketing, we’ll end up treating fewer patients. We’ll change fewer lives. That’s why it’s important to always try and improve our marketing, so we can ensure we’re improving the lives of as many patients as we can.
If you want to connect with other dental professionals and discuss marketing tactics, then join the Trapped in an OP Facebook community where dental professionals are working together to support each other in business and in life.