Marketing Campaigns: Does Yours Have the 'Silver Bullet'?
The promises. The hype. The inflated statistics. No, I'm not talking about stump speeches from the 2012 presidential hopefuls; I'm talking about the multitude of marketing gimmicks in today's dental marketplace. "If you just purchase this ad campaign, your profits will skyrocket." "If you just invest in this new website, you'll have all the patients flocking to your door." "Social media is the way to go. All you need is Facebook and email." They all claim to deliver the "silver bullet" - the one quick and easy trick.
The truth: There is NO silver bullet trick to marketing. There is no easy fix. Effective marketing is hard work. It requires diligence. It's more than a zippy ad or charming logo - although those are important. After several years of working with hundreds of practices, virtually all of which have struggled to effectively promote what they do, we've discovered a few marketing realities. First, marketing is not an event, it is a system. Second, everyone on your staff is marketing your practice for better or worse in every patient interaction. Third, effective marketing involves a series of fundamental steps and an ongoing, fully-funded budget.
Let's consider what I view as: The Five Fundamentals of Effective Marketing.
#1 Create Your Brand
Your brand is unique to your practice, and I dare say that it is not the image of an extracted tooth. Rather, your brand should clearly convey a credible and professional image. It is the cornerstone of an effective marketing strategy, which includes everything from letterhead to brochures to advertising.
Speaking of advertising, too often dentists spend thousands of dollars in advertising campaigns that are better described as smattering campaigns. They smatter ads here and there with little thought as to whether the ad is targeted to the market the dentist wants to attract.
#2 Determine Your Market
#3 Advertise in Multiple Media
#4 Create Your Website
#5 It's Not a DIY Job
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