When considering the niche you want to target , ask yourself these questions : Is it enjoyable ? Do I and my team enjoy providing that service to that type of patient ? Is it valuable ? Does it have a high actual and perceived value to patients ? Is it profitable ? Does it make financial sense to focus on this segment ? The more narrow your niche , the more effective your marketing will be .
Identify the ideal patient . Once you ’ ve identified the niche , next you want to determine the ideal patient for that service . Clarify what makes them ideal . Then know as much as you can about them . Go beyond age and gender . Brainstorm with your staff and come up with as many characteristics , needs , fears , etc . as you can to describe your ideal patient .
Craft a targeted message that speaks their language . Now that you have a clear profile of that person in mind , craft your messaging to speak their language . Professional copywriters call this “ joining the conversation that ’ s going on in the prospect ’ s mind ”.
Everyone has a continual internal conversation going on in their mind . That conversation is very different for a recent retiree than an expectant mother . An emotional hot button for one falls on deaf ears for the other .
Find a narrow niche with a deep market
l Know your ideal patient and speak to them
If you implement this strategy , your marketing budget will go further and you ’ ll see a nice improvement in your return on investment .
If you ’ d like someone to brainstorm this concept with , schedule a complimentary 30-minute strategy session with me by visiting BullseyeDental . com / call .
Marc Fowler is President of Bullseye Media and a frequent dental conference and study club speaker . Since 2006 , Bullseye has helped over 350 dental practices across the U . S . and Canada achieve their practice growth goals .
When that ideal patient sees your ad , receives your postcard , lands on your website , you want them saying “ that ’ s me ”, “ that ’ s exactly how I feel ” and “ that ’ s what I was thinking ”.
Rather than a “ spray and pray ” marketing campaign , you ’ ll have a laser-focused message targeted to a very specific audience . These potential patients are much more likely to call and schedule .
Customer Focus Dedicated to Quality One Stop Shopping
To clarify – I am not saying that once they are in your chair you don ’ t offer the full range of services they need . I am saying that your marketing should target a very specific audience with a message that speaks their language . |
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