Dental Relationship Marketing

Posts Tagged ‘dental marketing coaching’

During times of economic hardship, many dental practices turn to marketing for relief. However time and again, some dentists find themselves overwhelmed with their day-to-day tasks and consequently their marketing lags behind.

If you find yourself regularly falling behind with your marketing duties, consider enlisting a “success” team. Enlist a motivated team member or dental marketing consultant to help you. In the book, “The Success Principles,” author Jack Canfield said, “Your goal is to find the top one, two or three activities that best use your core genius, bring you the most money, and produce the greatest level of enjoyment”.

If you don’t have the time or simply don’t wish to maintain your marketing, there is never a need to go it alone. Remember, the most successful marketing is a result of consistent, ongoing action. Do what you need to do- today- to protect your core genius and keep your marketing on track.

Do you need help? Email rita@tangiblemarketing.com or call (303) 807-3827.

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Marketing is much more than advertising and getting new patients in the door. As you launch traditional marketing tactics, consider these timely suggestions as well. Direct from recent hands-on experience… 

1) Remove negative press from your reception area

If you have magazines like Time, Newsweek, Fortune or newspapers in your reception room, get them out now. Most of the headlines and articles today highlight the bad economy. Patients will be less motivated to accept treatment with poor economic images at their fingertips. Replace negative headlines with health oriented magazines, such as Prevention.

2) Take a look at what annoys you in your office

Now is an opportune time to have that discussion with the receptionist who needs to step-up her casual-Friday look, the sour-apple assistant in the team or the treatment coordinator who can’t seem to find the time to make those follow-up calls. Perhaps you have none of these issues and have retained a magnificent staff? If so, congratulations! Even if your team is top-notch, everyone is able to continue to improve in some way, now is the time to recruit new ideas, implement fresh protocols and boost all aspects of practice.

3) Make sure your financial policies are in order

A few practices I work with are noticing slower compensation from insurance companies, slower paying patients, and more than usual defectors. According to a January 2009 Wall Street Journal article, it’s not uncommon for people to postpone paying in recessions. With this in mind, it’s more important than ever to ensure your financial arrangements are clear, in writing and have patient signatures.

4) Build alliances

Dental practices are not the only businesses seeking more clients. Take advantage of the opportunity to approach like-minded businesses who might want to co-market. For example, share the cost of a direct mail piece or newsletter with another referral based business that serves similar clientele. Then offer a special to each others clients. Note, specials do not have to be discounts… think “bundling,” ie: have your teeth cleaned and receive a complimentary something.

5) Try something different

If you are in the habit of listening to the news every morning, stop it. Try listening to something motivating, wait and watch the news after work, or make a no-recession rule at the office. It is easy to commiserate with your team, but many times this only leaves people feeling worse.

What are you and your team doing to beat the economy and doldrums?

Need help with your dental marketing? Email rita@tangiblemarketing.com or call Rita (303) 807-3827.

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The correct answer is both mediums used together is best. Why? You might ask, “With so many marketing companies now offering e-newsletters, isn’t digital the best option?” The answer is no, for several reasons. Digital or e-communication (as much as I love it) cannot yet completely replace all the benefits of hardcopy.

Tangible newsletters allow people to experience news in a much different way than e-communication. Most importantly, hardcopies allow us to get away with longer articles, more photos and richer content than digital formats.

There is just something more sincere and warm about holding a tangible note, card or letter in your hands rather than scanning it on a screen… For similar reasons, highly personalized hardcopy newsletters are still key relationship and trust building tools.

At the end of the day, you want to be sure your patients have seen and absorbed all you have to convey. Ensure your marketing communication is achieving every important objective by including both email and hardcopy news in your 2009 marketing plan.

Need help with dental newsletters for yourself or your practice? Email rita@tangiblemarketing.com or call Rita (303) 807-3827.

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Are you constantly investing in new equipment or treatment training with the hope that this one new technology or skill will attract droves of new patients? Over the years I’ve seen many dentists spend thousands of dollars on technology like Cerec® or months of training to help enhance their already finely honed skills. These investments are certainly worthy in many cases; however they prove to be poor decisions when executed primarily for their marketing benefits. In other words, unfortunately, there is no one thing you can buy to definitively attract droves of new patients in an instant. Wouldn’t that be great, you could run out to the local Office Depot® and pick up a box of that instant “New Patient Marketing” and get results right away.

I’ve seen sales representatives touting the marketing benefits their new equipment or CE will provide… The reality is that patients are not likely to run out and tell ten of their friends that you are the only practice in town that can make a crown in one visit. Likewise, they aren’t likely to shout a declaration about the new implant skills you’ve recently acquired. Patients already expect that you will make their treatment as convenient and high quality as possible.

Are you a fine dentist offering high quality care? Then you should know… when it comes to getting new patients in the door – first and foremost – they need to find you. This is where traditional marketing comes in. Without the basic components: who you are, what is unique about you and where you are located, you cannot be found. In most cases, no piece of technology or enhanced skill can accomplish that for you. If new patient flow is what you need, start with practical traditional marketing. Invest in internal first, then external- it’s what works.

Are you avoiding marketing? Got feedback?

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As consumers we are bombarded each day with thousands of advertising messages. This environment creates mind clutter which makes it hard for patients to remember to refer to you on a regular basis. In addition to providing exceptional service experiences, you can help your request for referrals to stick by making your message tangible.

Experts agree about 60% to 65% of the population are visual learners. These visual learners relate most effectively to written information, diagrams and pictures. Whether you illustrate your referral request in letters, postcards, business cards, CD’s, or emails, the moment you make your message visual or tangible you’ll help cut through the clutter, increase your effectiveness and your new patient referrals.

What makes your referral marketing memorable?

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