Dental Marketing Techniques for Your Practice
Posted on: Monday, September 11th, 2017
As a dentist, you need to market your practice in an effective way but you also need to make sure you are reaching the right potential patients. Dental marketing can be a challenge because you are wanting local traffic. It isn’t very helpful if people halfway across the country are finding your practice; you want to market to individuals in your area so that your marketing efforts are not wasted.
In this article we will focus on marketing techniques which will specifically help dental practices to gain more patients through beneficial marketing habits.
1. Have a Great Dental Website
We cannot stress how important it is this day and age to have a great website. It is important to understand what that means–it isn’t just a pretty design. It also has to be functional.
One of the major factors that has become a must since 2015 is having a responsive website. But what exactly does this mean? It means that your website has special code built into it that allows your website to viewed on any device–even tablets and mobile phones.
Have you ever visited a page and found that the text was very small or even impossible to read? That is because that site was not responsive or “mobile ready.” Make sure that when you get your website redesigned, your web developer incorporates a responsive website design.
Another factor which is key in having a great dental website is ensuring that your site content is optimized for users and for search engines. Top search engines are looking for natural, user-friendly text to index in their databases. Do not try to add “spammy” text to your website like “Dentist in California, Dental Crowns in California” and expect for people to find you. Instead, focus on content that is easy-to-read and helps your users find what they came to your site in search of. Additionally, make it a point not to overuse these phrases in your pages or else the search engines may think you are trying to manipulate your ranking.
2. Ensure Your Social Media Presence Is Solid
Many businesses do not take social media seriously or think that it isn’t important. However, they fail to realize that their patients practically live on social media.
If you do not take the time to keep your practice update-to-date on social media sites you are missing out on a major amount of business that could mean the difference between a flourishing dental practice and a mediocre, struggling one.
What exactly is social media? It is the collection of websites and other platforms where individuals interact to share news, interesting content, business information, or just to stay in touch with one another. Dental practices can benefit from social media by staying in touch with their patients and even offering special discounts and news, all on an instant basis. It is a direct line to your existing and potential customer base.
Some important social media sites you should be using include but are not limited to:
There are many others but these tend to be the most popular.
One of the best benefits of social media? It is totally free. Of course, you can pay websites like Facebook and Twitter to advertise but by simply creating an account and sharing your news and updates with your patients, you can gain enough repeat business and referrals that they will be flowing in through your door!
You can also provide an offer when your patients check out. For example, have them sign up to your social media page in exchange for a small gift card or discount on their next visit.
3. Handle Your Web PR Wisely
Very often, we find that some businesses don’t take the time to interact with their patients, especially when there is negative feedback. One of the downsides to social media is that users can often leave negative reviews about your practice. You have to know how to deal with this feedback or else it can destroy your business.
The wrong thing to do when you get a negative review is to reply in a challenging, rude or defensive manner. Always take the time to get in touch with your dissatisfied patient and find a way to make things right; and do so in a private message or via some medium outside of public view. But do respond to the negative comment publicly and address the issue as best as you can for others to see. Let us demonstrate an example of this.
It was an awful experience! The waiting area was dirty and I had to wait 30 minutes even though I had a scheduled appointment. On my way out, I was forced to buy a procedure I didn’t need. I wouldn’t recommend this place.
Here is an example of how not to respond:
You had to wait 30 minutes because we were very full. You should understand that you sometimes have to wait in a dental office; there is nothing we can do about that. Regarding the cleanliness of our office, this is not true. We clean our practice daily.
Here is the correct way to respond:
Thank you for your feedback. We are very sorry to hear about your experience! We make it a point to clean our offices daily and we are correcting this matter to ensure it does not happen again. We are very sorry you had to wait; sometimes our patients can take a little longer on certain procedures and we try to accommodate all our patients as best as we can because we understand their schedules can be very busy. We would like to offer you a 15% discount on your next visit. Please send us a private message and our receptionist can get in touch with you so you may receive your offer.
4. Add A Human Touch To Your Marketing
It is a really nice gesture when you market to your patients with a personal touch. For example, sending out birthday or holiday cards can be very helpful to your business. Adding a special offer such as a discount on their next visit or some other similar gesture can also improve repeat business.
Make sure to check your state or country’s regulations however, as some regions dictate what your marketing can or cannot do.
5. Have A Promotional Video For Your Dental Practice
Video is fantastic. It is fast, visually more interesting than reading plain text, and it can be used everywhere. You can use it on social media sites, on your website and in your dental practice such as in a waiting room or somewhere else.
Make sure to get a high quality video made that promotes you in a professional manner. Many people try to save money by hiring the relative of a friend expecting to spend a few hundred bucks and they get what they pay for.
Remember that you are promoting your practice and your image is more important than anything else. Spending money on advertising is a smart investment if you are going to get a high quality product.
As you can see, the beauty of digital marketing is that once you get the initial work out of the way, it is free and it keeps on giving.
If you need help with your dental marketing, contact Gravity Media today and let us show you how we can help build your practice, increase patient reach and develop steady repeat business.