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10 Marketing Top Tips - Feb 2019 v2

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Published by Gareth Coxon, 2019-03-04 09:40:51

Smile Marketing

10 Marketing Top Tips - Feb 2019 v2

Dental Practice Growth
10 Top Marketing Tips

1

1. YOU NEED A PRACTICE GROWTH PLAN

 Your roadmap - where you are and where you’re
trying to get to

 Your business objectives and practice vision
 Marketing strategies to develop your brand, find new patients

and build patient retention and loyalty
 What sets your practice apart from the competition
 A 12 month marketing schedule with actions & responsibilities
 A Business Scorecard’ with detailed KPIs

2

2. KNOW YOUR IDEAL

PATIENTS

 You need to have in your mind who your ideal patient is

 This needs to be based on facts, not ‘gut feel’ (see Secret 3)

 Without a clear understanding of your ideal patient how will
you know where to look and what to say to attract them?

 Write it down, be specific – who they are, what they look like,
why they should choose your practice

 Does the way you present yourself make you more or less
attractive to your ideal patients: -

 your brand • the treatments you offer 3

 the ambience of your practice • the words you use
• the patient journey……..
 your website

3. UNDERSTAND YOUR EXISTING PATIENT BASE

 A closer look at your patient list will help you to grow
quicker

 When was the last time you took a close look?

• ‘Active’, ‘dormant’ and ‘lapsed’ patients?

• How many patients only come once?

• What about their annual spend or Lifetime Value?

• Where your patients live (at postcode level) - where you 4
have lots of patients and where under represented?

SOME OF THE ANALYSIS WE USE

Treatment Sales Analysis

Recency / Frequency Analysis

5

..AND MORE

Patient Mapping

New housing

6

4. GET CLOSE TO YOUR COMPETITORS

 How well do you really know your competitors?

 Have you ever considered why patients may choose
them over you?

 You need to do an objective analysis of your
competitors – and do it regularly – annually at the least

 Here’s just some of the things we look at:

Proximity How long established? Website review
Branding critique

Pricing comparison Headline offers

Treatment Mix Analysis 7
Opening Hours
Staff and experience

5. TRY NEW MARKETING CHANNELS

 Don’t just stick to your ‘go to’ marketing channels
 Be brave and test new ones
 Always use a ‘test➞re-test➞roll out’ approach
 Multi-channel marketing compounds the results
 And always ensure you track results

8

PLUS FACEBOOK ADVERTISING OF COURSE

• Connect with people who are most 9
likely to be interested in your services.

• Targeting options available such as
age, interests, demographics &
location

• Need landing page for data collection
and follow up

• ‘Lead ads’ (with integral data
collection) now possible

• Ads with video improve response

• Re-targeting – serve further ads to
leads

YOU’VE PROBABLY NOT CONSIDERED TV…

10

DENTAL PRACTICES ARE ALREADY USING TV

11

6. IT’S NOT ALL ABOUT NEW PATIENTS

 Don’t focus all your attentions on getting new patients

 Hidden income potential there is in your existing patient
list (back to Tip 3)

 Costs x 5 more to attract a new patient than retain one

 Give them an outstanding patient experience,
communicate with them often, make them offers they’ll
find hard to resist and generally make them feel special
and they’ll stay with you longer and spend more

 Plus, ‘word of mouth’ from existing patients is one of 12
your most valuable (and cheapest) forms of new
patients anyway!

7. ALWAYS APPLY SCIENCE WHERE YOU CAN

 As dentists or specialists you pride yourself on your
evidence-based approach, research findings and
harnessing the latest in proven dental treatments

 Running your business should be the same 13

 Apply ‘science’ to your marketing and growth plans

 Taking a more analytical and less ‘gut feel’ approach
will;

 Grow your practice quicker
 Attract more profitable patients
 Make your marketing more effective
 Stop you wasting money

LOTS OF GREAT TECHNOLOGY AND DATA

Socio
Demographic
Data
Household

segmentation

14

8. BUILD A BRAND

 Your brand is one of your greatest assets
 Not just your logo!

 Your brand, and everything that underpins it, is what: 15

 Defines how you act
 Sets you apart from your competitors
 Influences patients choice of practice
 Adds tangible value to the worth of your business
 Engenders loyalty from patients AND staff

 So take it seriously, take time to clearly define what it is,
what it stands for and invest in it wisely

 Be consistent and treat it with care……

CONSISTENCY IS KEY

16

9. KEEP IN TOUCH – DON’T BECOME A STRANGER

 Maintaining meaningful contact with 17
patients is key

 Not just a slick recall process –
although that is vital too!

 Newsletters, emails, open days,
social media posts and birthday
cards are just a few great ways of
building rapport and an ongoing
relationship

 But be sensitive, and not just for
GDPR reasons. Always ask for
permission.

 Make them fun, informative and
don’t always turn it into a ‘sales
pitch’

MAKE IT REGULAR

18

10. RESULTS TRACKING AN ABSOLUTE “MUST DO”

 Over 75% of practices don’t set targets for campaigns AND
50% of those don’t track response anyway!

 Not surprising marketing is seen as a ‘dark art’
 The tracking of results is a ‘must do’ not a ‘nice to have’

 Data capture needs to be built into the work routine and
into the systems e.g. SoE, R4, etc you use

 Every campaign wherever possible needs some form of 19
unique tracking code

 Without tracking there are no results – without results you
can’t prove ROI

Thank you

t. 01626 897 713
m. 07974 748 550
[email protected]
www.smiledentalmarketing.co.uk

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