In large cities dental marketing is done much differently than it is done in the small towns and suburbs. Dental marketing in the larger towns involves the dentist taking out an advertisement in the local telephone directory and possibly on local television stations. Sometimes in the larger towns the dental marketing strategy will include hanging posters at the local community centers in the neighborhood the office is in. In small towns things are a little different.
Strategy means the skill in management or planning. It is also a military term that has to do with the science of planning and directing military operations. A the dental marketing guy strategy or strategic marketing plan is an overall plan of marketing actions you intend to take in order to accomplish a specific goal for your practice. Think of it like winning a war. You have to strategize how you are going to defeat your opponent, or pay off your school loans, or buy that new building or whatever “war” you want to win – and marketing has e-v-e-r-y-t-h-i-n-g with how you go about getting there!
I’ll heed to the point that a dental website is a new media, but hardly a new idea. In fact, many dentists rushed to put all of their old brochure information on a website. This is about as far as anyone can get from new.
These people do have money to make this their perfect day. They also want to have the best wedding pictures known in the land. Every bride wants to be better and more beautiful than the last. This is a market you need to tap into.
So here’s my cheesecake adventure. You see, as a dental marketing plan consultant, I get to travel around the world to hold seminars and meet with dentists to help them create dental advertising campaigns in order to bring in new customers. My last trip took me to New South Wales in Australia, and after the convention was over, I visited a nearby sheep station located outside the city, owned by the son of one of my dental colleagues. To make a long story short, as I toured the grounds, I somehow got bit by a non-poisonous snake. But it HURT. The grazier’s wife invited me inside the house for a glass of tea and a slice of her homemade Passion Fruit Cheesecake. I am so glad that snake bit me; otherwise I might not have been introduced to this slice of refreshing delight. Enjoy; ingredients below!
One extra tip – when considering marketing programs for dentists, the cost of acquiring a new patient is, by far, the most important factor to consider.
People tend to read more of free standing inserts. When an advertisement or direct mail piece doesn’t work, most people tend to immediately look at the sales copy on the ad or direct mail piece. However, you should always remember that the #1 key factor to any advertisement or direct mail piece working is NOT the copy, but it’s the READERSHIP of the piece! This means the value lies on the attention span that people give in reading your piece.
One way or another, video is the key to a successful Internet marketing campaign. Venture outside your comfort zone and deliver your own PR message to consumers in your demographic. Do it today to improve the health of your practice or die.