Modern dental practice marketing has to be well-done. Although dental services are a nothing less than a health necessity, there’s no reason why a potential client couldn’t get the same services you offer from one of your competitors. The only way you can reach new clientele and keep your old patients is to market using various forms of media.
Taking a Multi-Pronged Approach
The secret to the most successful marketing campaigns is that they function well across multiple venues. Although a practice may print a seasonal bargain ad for use in a regional publication, for instance, they’ll usually promote the same type of ad content online simultaneously. In advertising, brand reinforcement is important, and the ability to coordinate different parts of the same campaign is essential to establishing a presence.
A good example of this is the way many dental practices use billboards to promote their services and let locals know about their locations. If they come up with catchy slogans or images to use on these billboards, they’ll most likely reuse the same content online. This doesn’t mean that they’re being lazy, it just reflects the fact that consumers are more likely to recognize them the second time around. Once your practice has distinguished itself from the rest, you have to keep on reinforcing your existence.
Appealing to People’s Tendencies in a Positive Way
Body image is important, but all too often, we see it used in a negative fashion. Magazines and certain popular publications promote images that do little more than reinforce unattainable stereotypes, making normal people feel bad about their appearances. Things don’t have to be this way, and dental practices are making efforts to ensure marketing standards change.
One of the biggest trends in effective dental practice marketing is using un-retouched patient images. Many dental practice websites include pictures of patients prior to and following cosmetic surgeries. These images are effective because they don’t simply present an unrealistic body image. They display the effects of poor dental maintenance and then demonstrate the real medical results of proper care, showing people how they can change their appearances by taking action.
Integrating Advertising and Patient Care
Of course, the best way to improve your patient retention rate and reach out to new people is to show them you care about their health. Mailing appointment reminders out to current patients is a great way to ensure they’ll keep you in mind even when they’re nowhere near your practice.
Of course, the advent of digital media and the Internet makes this kind of communication even easier. Naturally, you don’t want to spam people’s inboxes, but using social media to promote your past successes and demonstrate your presence within the community is a great way to reach out.
The Internet also provides a great forum for consumer education. Many practices use their blogs to share interesting tidbits of knowledge and dental health tips that aren’t known to the general public. This ensures that their blogs are more attractive because they’re actually interesting and it humanizes doctors and staff, making subsequent online marketing much more effective.