Business Cards and Building Your Practice
Dental business training would not be complete without touching on the subject of both external and internal marketing for the practice. Most practices are looking for new patients and ways to attract new patients. The focus on designing a great website with search engine optimization and social media optimization so that potential patients can find you is paramount in today’s highly competitive dental market place. Visibility, accessibility and affordability are keys to patient acceptance of the services that you have to offer. It surprises me that so many dentists and their employees do not carry on them one of the most critical branding tools available - the business card.
Whether designed by professional marketing specialists as part of your branding toolbox or designed by yourself, the business card as a powerful marketing tool is often overlooked. Much of your business comes from personal interaction and communication. Many dental practices are solo or small group practices and lend themselves to word-of-mouth or personal referrals for the majority of their growth. Websites, direct mail, brochures and media/print advertising are all part of the marketing arsenal, but none of these offer the one-on-one personal connection of a great business card at the moment you are introduced to someone for the first time.
Fundamentally, you want the following on your business card:
• Readable font of 12-pt type or larger - use restraint with fancy fonts and scripts
This is the first side of the card; do not leave the second side blank. After looking at many business cards for dentists, the following are some ideas for making the best use of the second side:
• A map to the practice
On your professional business card, do not put any information about a charge for broken appointments or about billing or insurance. That information can be available on the website. Your policy for appointment cancellations should be on the appointment card not the business card.
Take a stack of business cards with you wherever you go. Have business cards for all staff that have been with you more than 90 days and encourage them to hand them out. Have some in the glove compartment of your car, briefcase, purse or wallet. Send them out in thank-you cards or post treatment follow-up cards or reports. The following are opportunities to drop a card:
• Out to lunch or dinner
Anywhere people gather or where you are being introduced to someone new is an opportunity to hand people your card. Everyone needs a dentist at some time, and your card is an invitation to call.
I recently attended an event at a friend’s home and was introduced to two women whose husbands were dentists in the area. After a lively conversation about both of them needing to be busier, I asked for their cards. Neither one had their husband’s business cards with them. “The cards are at the office,” was the reply. That is usually where I find them too, sitting in a card holder at the front desk.
McKenzie Management has professional business training courses to teach you how to bring your practice to a new level and attract and keep more new patients. Call today and get started building the practice of your dreams.Forward this article to a friend
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