How To Craft Your Dental Practice Marketing Strategy
- Understand your unique value proposition
- Identify Your Target Audience
- Craft a Message That Resonates With That Audience
- Use the Right Marketing Channels In Your Dental Practice Marketing Strategy
- Make Life Easier for Potential Dental Patients
When your dental practice’s patient growth starts to slow, it can be worrying. Of course, it’s a trend that you can’t allow to continue for too long because if it does, it’ll have a detrimental impact on the practice and its ability to remain sustainable. The best way to address those problems is to go back to the drawing board regarding your marketing strategy. Every dental practice needs a good one if it’s going to keep attracting more patients.
With so many dental practices competing for patients, it’s vital to find ways to make yours stand out from the crowd. If you’re not making your voice heard online or targeting the right people with the right messages, it’s no surprise that your patient growth is stagnating or even declining. Turning things around needn’t be as difficult as you might fear though.
We’re going to discuss the important steps you need to take if you want to overhaul your dental practice’s approach to marketing. A good strategy will yield the results you’re looking for in no time at all. But many people don’t know what a good dental practice marketing strategy looks like. Well, you’re about to find out, so keep reading.
Understand Your Unique Proposition
First of all, you need to think about what makes your dental practice different from the rest. That’s how you get people’s attention and how you get them to take an interest in what you’re doing and saying. Why would people choose your practice over the one they’ve already been attending recently? You need to give people a reason to make that switch. Otherwise, they won’t.
Understanding what you’re offering to people and why that’s something they should be interested in is the very first step towards building a more productive and sustainable marketing strategy. Good marketing all starts with getting together with your team and brainstorming ideas. There must be certain things that you do whereas other practices simply don’t.
It’s about what differentiates you from the other dental practices that you’re directly competing against. Do some market research and find out exactly what your competitors are doing. That way, you can exploit the things that they're not doing by placing an emphasis on the fact that your practice is doing those things. When doing this and formulating your unique selling proposition, try to think outside the box.
Identify Your Target Audience
Next, you need to identify your target audience. You’ll never have success attracting more patients to your dental practice if you don’t even know exactly who you’re trying to target with your dental marketing strategy. It’s not a sustainable way to approach this subject. There are many different ways of going about this and it’ll differ from practice to practice.
If you want to target people successfully, you should try to target people based on their communities and where they live. That’s important because most dental practices serve a particular local area and you should focus on tapping into that local market and dominating it before you move onto other areas of focus. Local media can be a good vehicle for producing these kinds of successes
You should also target your audience in segments. This is known as segmentation. You’ll probably be offering different services to different types of patients. So, segmenting the audience allows you to deliver targeted marketing messages to different demographics depending on what their most likely needs are from you and your dental practice. There’s nothing with pumping out different messages.
Craft a Message That Resonates with That Audience
Speaking of messages, the next thing you’ll need to do is craft those particular messages, with a focus on making sure they’re able to resonate with particular audiences. This is about bringing the two points we’ve already discussed above together. Your message need to be tailored to your target audience or audiences, while also highlighting the things that make your dental practice really stand out.
Your message should also include a call to action. Your audience needs to know what you want them to do. If they don’t, they simply won’t take action and that defeats the purpose of your marketing efforts entirely. Your marketing messages needs to grab the audience’s attention and be interesting and relevant to them. That’s the only way to truly engage people.
It’s about choosing the right focuses for the right audience. If you’re looking to target young urban professionals, you’re not going to talk about the child-friendly services you offer and other family-related talking points. That’s not what that audience cares about and it’s not relevant to them in any way. Make sure you remember that. Make your services appealing to the right people.
Use the Right Marketing Channels In Your Dental Practice Marketing Strategy
As well as having a great message, you need to make sure that you get it out there on the right marketing channels. There are many different options to consider these days. You can use Google Adwords to make sure that your business is easy to find via search engines for your target audience when they search for the services you offer in your area.
But there are plenty of other ways of going about this. Facebook ads, Twitter and even Instagram can be great ways of connecting with particular audiences. If you want to engage with young adults, marketing on a platform like Instagram is definitely the way to go because the audience there tends to skew younger. If you want to tap into the middle-aged online audience, you’re more likely to find them on Facebook.
For there are so many channels out there that can be used to engage your audience, so make the most of them. Take advantage of the authentic ways to build bridges between your dental practice and the people you want to target with your marketing methods, so be sure to put together a plan for how to do that.
Make Life Easier for Potential Dental Patients
Finally, you need to think about how you’re going to make life easier for your patients. One of the things that might hold people back from switching to your dental practice from their existing one is the hassle of switching over. You should make it easier for them to do this if you want them to use your services. They should be able to book appointments 24/7.
People have busy lives and strange schedules, that’s why having a 24/7 online booking service matters. It can also help if you have a mobile-friendly website so people can make these bookings on their smartphones when they’re on the go. That kind of flexibility makes life easier for your potential patients and makes them more likely to book that first appointment with you.
The easier it is for patients to use your services and to sign up for an appointment or regular appointments, the more likely they’ll be to do that. It really is as simple as that. It sounds like a very easy and obvious thing, but it’s something that many dental practices overlook, so make sure yours doesn’t.
If your dental practice has been struggling to grow its patient base, you need to take action. If you allow things to stagnate for too long, you’ll eventually find your business in trouble and that’s the last thing you want. The steps discussed above will help you to formulate the kind of marketing strategy that produces results and exposes a greater number of your target audience’s members to your dental practice and its core, carefully-crafted message. So, make the most of these tips and move forward.