Three Marketing Must-Haves for Every Practice
How do new patients come to choose your practice over another? What separates your practice from the one down the street? Until the time in which they need a dentist, new patients aren’t giving you or your practice much thought. But when they do begin their search, will they find you quickly and easily? How will your practice penetrate the noise generated by every other practice in your area?
As you’ve likely discovered, drawing new patients into your practice is a little different than attracting new customers to Best Buy or Walgreens. Traditional marketing approaches, such as a smattering of ads, aren’t effective or economical over the long-term. And, I’m sorry to say, there are no “silver bullets” that will guarantee success if you just “do this” - whatever “this” new trend might be on any given day. Keeping current and prospective patients flocking to your doors requires effort that goes well beyond a one-time ad, a clever pitch, or simply creating a Facebook page. Although there are multiple components to effective new patient marketing, I consider these three to be essential to a solid marketing foundation.
#1 Consider your Brand
#2 Practice Website
#3 Make Marketing Part of your Budget
Marketing can be thought of as an invitation to a party. No matter how great a party is, if no one knows about it, it will be a bust. Successful dentists realize the great return on investment that marketing can yield, and they budget significant funds to invest in marketing. How much is enough? For startup practices or practices wanting to market and grow aggressively, 6-10% of projected production should be allocated for marketing. For established practices, 3-4% for marketing maintenance and 6-10% for growth of projected production should be allocated.
Marketing is an investment in the success of your practice. If you cut the marketing budget or have an insufficient budget, you are cutting the flow of patients to your practice. Without patients there is no practice, plain and simple.
For more information on this topic, visit my blog: The Lighter Side
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