Top 5 Core Marketing Strategies
Today , dental services or practices can be marketed in a multitude of ways . Most practices or practitioners should focus on the five modalities that are deemed by the industry to be most successful in the present age .
1 Branding
What is a brand ? When dentists think of a “ brand ,” a logo is often envisioned , and while the logo is a critical element of the “ brand ,” it is only one piece of the puzzle . The brand is the core identity of the dental practice – everything from the logo or sign to the way practice interiors , marketing , and advertising are designed for an office . Branding is the way the telephone is answered as well as the level of trust and value built when patients sit in the dental chair . Directly and indirectly , everything the dental practice does is branding . As such , it is important to strategically plan branding for an office and work to ensure that every detail is in alignment with the brand you intend to build .
2 Relationships and Referrals
While it may not seem obvious , even the original roots in dentistry were based on relationships and referrals . Hesy-Re , Paul Revere , the barber dentist , etc . – all were integral parts of the community and landed their part in dentistry due to the relationships and “ referrals ” within that people group . Of course , modern dentistry looks much different from ancient dentistry and requires formal education , but the principle is the same : relationships and community involvement are key components to building a successful , healthy practice full of patients seeking honest and skilled care .
One of my clients once said that it is scary to get out in the community . To some extent , that is true . But it doesn ’ t have to be so . Remember , community relationships inside and outside of the practice are quite simple : be kind and honest , deliver the best possible care to the patient and when and however possible , engage in activities that support and engage with the community ( establish and share frequently on social media accounts , sponsor local school events or health fairs , volunteer time to serve those in need , offer a “ free dentistry day ,” etc .) Remember , your service and communication to the community must be sincere to be effective – patients know when your social media post or volunteer day is meant to “ sell ” instead of engaging in healthy community connection . Be genuine , always .
Internal marketing is another important aspect of building relationships – dental practice interior décor that is comfortable and in alignment with your brand , business and referral cards ( put a QR code on your cards that sends the patients straight to your website ) and other print items , branded bags and other promotional items for patients to take into their daily lives , etc . All these internal pieces connect you to the patient and encourage the patient to feel connected to your office .
When healthy relationships are developed with your patients , referrals often happen organically , but that doesn ’ t mean you shouldn ’ t ask for referrals , too . Many patients may wonder if the office is accepting new patients , or perhaps there is another mental barrier to the referral taking place – the referral request answers these questions ! There are many opportunities to ask for a referral . One of the best times is when the patient compliments the practice – “ Thank you , Mr . Smith , for your kind words . We ’ d truly appreciate the referral of your friends and family .”
3
Online Reviews
The phrase “ word of mouth referral ” is commonplace in dentistry , but the manner in which that word of mouth referral is occurring has changed . The modern “ word of mouth ” is the online review . Be mindful to give patients opportunities to offer online reviews and monitor the reviews so the dental practice team members can respond accordingly ( especially
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