Most dental practices accept that they need to carry out marketing activities nowadays to attract new patients, but that doesn’t necessarily mean that you should rush in and follow all the digital marketing trends going.
A post for Business2Community recently highlighted the importance of understanding the sector you work in and how consumers want to be talked to and targeted by businesses that operate in your industry.
The news provider noted that, within dental marketing, one of the most important areas to get right is the tone of voice you communicate with. “Many individuals are afraid of dentists – and other healthcare professionals – which means the calm and caring tone helps soothe prospective patients,” it stated.
Within healthcare, there are also legal requirements to consider and these will need to form part of your marketing strategy. You should also make sure you’re aware of these requirements when you’re honing your tone of voice and deciding how best to reach out to new and existing clients.
You should also consider which platforms you are going to advertise on, with the publication noting that pushing your services across every social media platform available is unlikely to be the most effective use of your time and resources.
It explained that businesses of all kinds need to consider firstly which social media platforms their target audience uses, as well as which platforms their competitors are targeting.
“Understanding what platforms make sense in your industry helps you develop a better social strategy,” the news site asserted.
A recent article for Dental Economics pointed out that many dental practices in the US switched their marketing tactics at the onset of the lockdown due to Covid-19. The publication revealed that there was a significant shift in the number of practices promoting emergency dental services during this period.
It also pointed out that dental practices which may be struggling financially at the moment should be wary of “dumping money into any marketing tactic” in a bid to “save” their practice.
Instead, the publication stressed the importance of having, and sticking to, a long-term marketing plan, noting that while new patients are important it’s essential not to forget about your existing client base.
“Growing your practice happens when you attract new patients, preferably via word-of-mouth referrals. To continue to obtain these referrals, you need to nurture your existing patient family,” it asserted.
Another top tip is to consider the type of patient you want to attract, with the publication stating that, just as there is no one-size-fits-all approach for good marketing, there is also no one-size-fits-all dental patient.
People from all walks of life need dental treatment and services, but not everyone will be a good fit for your particular practice. Thinking carefully about who your clients are and what characteristics they share could help you to create more targeted, and therefore more effective, marketing campaigns.
If you’re not sure where to begin with marketing your practice, or you feel as though you need some assistance to get back on track after the disruption caused by the Covid-19 pandemic, you may find working with a dentist marketing agency is beneficial.