Would you quit dental school if you failed an exam? No way. You’d look at that exam. Learn from your mistakes. And do better on the next exam. Same goes for your marketing. Look for what you can do to your campaign to turn it into a winner. A great way to do this is to study the elements of successful direct response advertising.
Let me share a multi-million pound dental marketing guy secret with you, if it is the only thing you take from this article it would be worth your while reading it.
6) Sponsor charitable events or start your own non-profit is easy to do. A non-profit corporation is a fantastic way to promote your favorite cause and it’s a great P.R. move. Be sure your causes are worthy or your patient’s and community’s support. Hold events at local landmarks (we just did a birthday party at the local riverfront carousel where we asked that presents not be brought and instead a donation of a winter coat in good condition OR a $5 cash donation. We ended up supplying over 50 coats to local children in need!
Getting new patients is more expensive than selling to existing ones. By regularly developing new products and services to sell to your patients and staying on the cutting edge of technological advances in dentistry, and then offering these new products and services to them, you can expand your practice efficiently and easily.
If you are driving traffic to your website (and you should be!), the most effective way to track your responses is to direct postcard recipients to a custom landing page (a specific web page that your prospects go to that contains the same message as your postcard campaign). This allows you to easily give them the information you want them to see. But more importantly, you can track who is responding to your postcard campaign through the site.
This also goes for your patient newsletter. Put good solid information in there that is easy for the regular person to understand. Then, if one of your patient’s friends has a problem, your patient can say “Oh, Dr. Smith wrote about that in your patient newsletter, you should go see him.” Plus, if a patient is looking for additional services, they can learn from the newsletter which is right for them.
So if a dentist washed his hands whilst I am inside his room, puts on new gloves right before my eyes and opened a fresh set of equipment as I am sat on the chair, that would bring relief to me as it would to millions of others.