Successfully Market Your Dental Business

How to Successfully Market Your Dental Business

What is the definition of marketing and why does it matter?

Marketing is the process of promoting products and services to create awareness, interest, and desire. The phrase “marketing” derives from the Old French “marchander,” which is a combination of “march” or “marcher” (to go back and forth) with “ander,” which means to trade.

Marketing is an important part of any business’s daily operations because it allows businesses to reach their target audience so that they can effectively advertise their products. Marketing is important for any business because it increases the revenue of a company through the sales of their products.

This can be done through various traditional marketing channels as well as through digital marketing techniques such as social media campaigns, SEO optimisation, and email marketing among others.

The Importance of Marketing for Your Dental Practice

Marketing is important because it is the way to reach out to potential patients that are either looking for a dentist or have never been to the dentist before. Marketing is also important because it tells patients about what your practice has on offer.  While there is some overlap among services that dental practices offer, each practice usually has some unique elements of what they offer.

-Marketing can be done in different ways such as advertising, social media, word of mouth, creating a website, and more.

-Marketing can be used to tell people about what your practice has available on offer, such as specialised services or even payment plans – which for some patients is a real game-changer

-Marketing is important because it allows your practice to show up where patients are looking for you. Eg. if they go onto Google, are you easy to find in your local area.

-Marketing also educates patients so they know what you can do for them and as part of the process, give them a reason to choose your practice over a competitor.

The Components of Marketing

Ideally, marketing is a structured web of interconnected components.  These components need to work individually while also building a result in aggregate. The first step in any marketing campaign is to think about what the goals of the campaign are.

If your goal is to increase awareness, you might want to focus on things like branding and lead generation. If your goal is to get conversions, you should focus on content creation and optimisation and try to create a call-to-action that leads people right into your conversion funnel.

For most dental practices, the call to action is either to call the practice or book an online appointment.  This may sound obvious but it is surprising how much dental marketing doesn’t actually guide the potential client with what to do next.

How to Create Marketing Materials for Your Dental Practice – Flyers – Brochures – Postcards – Website and Blog Design (etc.)

Marketing materials are an essential part of a dental practice. They help make marketing efforts more effective by reaching new patients and also by revisiting previous ones.

For some dentists, marketing materials may seem like a daunting task, but it doesn’t need to be.  The range of marketing materials available (known as ‘tactics’) are far reaching and multi-faceted.  However, before you start, it is important to establish an overall theme for your efforts.

How do you want your practice to be known? Is there anything unique about what you offer?  What’s your style, what the vibe of the practice, what will it be like for patients visiting you for the first time?

Once you’ve decided your big-picture theme, then it’s a matter of crafting each marketing element to fit with the theme, while promoting the practice in its own right.  Producing each of the marketing elements for your practice is a mix of content and design.  The content is the messaging – the design is the look and feel.  In reality, for most practices, at this point it’s time to engage a professional.

How to Use Social Media in your Marketing Campaigns?

More and more businesses are expanding their marketing efforts to social media. It’s a cost-effective way to reach your target audience. It is a great way to engage with prospects, build credibility, get feedback, and generate leads. But how do you know which social media platform to use? Which ones will work best for your business?

Here are two tips that will help you decide which platforms are best for your business:

1) Understand the type of audience your business attracts.  Every practice has ideal clients – you can check your data to see which demographics you are attracting best.  From there, it’s a matter of determining where these ideal clients hang out the different social media channels.  For example, Facebook attracts an older demographic whereas Snap Chat attracts a younger group.

2) Determine the level of engagement- When using social media as part of your campaign it is important to understand what level of engagement each platform offers.  In many cases, all you can really seek to achieve in social media is boosting awareness of your business.  This can be achieved by getting people to interact with your content which some platforms are more conducive to than others.

Summary

While most dental courses do not include any training on marketing, this does not mean that marketing is unimportant.  On the contrary, the success of your business in a competitive marketplace will be heavily dependant on the effectiveness of your marketing activities.

Ultimately, in most parts of Australia, it is not the best dentists that have the best businesses but the best-marketed dentists who grab the lion’s share of new patients.  The choice is yours.

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