Know the value of your practice ( 469 ) 222-3200 | ADStexas . com
your ideal patient . But how do you know what is important to them ? To answer that question you need to know your ideal patient and their greatest needs .
Step 2 YOUR IDEAL PATIENT PERSONA
Who are they and what do they need ?
The key to making your marketing budget work hard for you is to target the patients who your practice is best for . Trying to connect with everyone dilutes your message and wastes your money . Targeting an ideal patient doesn ’ t mean you won ’ t take other patients , it simply allows you to laser focus your marketing message and budget .
The tool marketers use to understand their target audience is called a Persona . Take some time and develop your Ideal Patient Persona . To do this , you need to consider your positioning and ask yourself these two questions :
Which patients does my practice positioning appeal to ?
So once you know your positioning and ideal patients , it is important to “ walk the talk ” by delivering an experience that will delight them . Does the patient experience at your office support what you claim on your website and marketing materials ?
The last step in building a compelling brand is to ensure you demonstrate specific “ reasons to believe ” that you are what you say . For example , if you claim to be the premier cosmetic dentist in your area , you might back that up with three big reasons :
Expertise . Advanced education , industry recognition , endorsements , patient testimonials and an amazing before and after gallery
Service . High touch , white-glove service from beginning to end that makes them feel like a movie star
Office . Spa-like environment with amenities and the most advanced technology
Now that you understand what your brand should stand for , the next step is to make sure your marketing materials reflect it – most importantly your website . Next issue , we will cover part two of our series on Beating the Corporate Dental Machine – building a website that converts .
Corporate dentistry is threatening the existence of independent dentists . At Bullseye Media , we ’ re committed to helping you fight back and thrive . Since 2006 , we ’ ve helped over 350 independent dental practices become more successful through better digital marketing and websites . Corporate practices aren ’ t unbeatable . For a free resource on brand positioning , ideal patient personas , or a complimentary marketing assessment , give our dental marketing team a call at ( 214 ) 491-6166 , or visit www . OnlineDentalMarketing . com / fightback .
Marc Fowler is President of Bullseye Media and a frequent dental conference and study club speaker .
Let ’ s say you want to position yourself as the leading edge dentist with the best technology , online scheduling , and a super modern office . Who would care most about those attributes ?
What are the needs of my ideal patient ?
The next step is to become an expert in what they need and care about most ? Are you targeting mothers ? Quality care and convenience may be most important . Does your ideal patient need dentures ? Maybe personalized service and one-hour repair is important to them .
Step 3 REASONS TO BELIEVE
Why are you the best choice for them ?
Any dentist can say they are an expert – but why should anyone believe you ? You need specific evidence to back it up . You can ’ t succeed long-term if you “ fool ” patients into coming to you by marketing yourself as something you are not .
FREE PRACTICE
VALUATION
Know the value of your practice ( 469 ) 222-3200 | ADStexas . com
Jeremy Brown JD , Joe Piazza DDS , Terry Watson DDS , & Frank Brown JD
Practice Sales & Appraisals
www . northtexasdentistry . com | NORTH TEXAS DENTISTRY 11