How to Grow
Your Dental Practice the Method pro way
Understanding your target audience is key to properly develop effective marketing strategies that will effectively grow your practice.
Create Patient Avatars
Understand where potential clients hang out online, different demographics for different dental needs/ services, age, gender, geo, financial makeup of the target community. Examine your patient’s demographic information, their habits, their career, and any other information that defines them.
Compile all that information, as well as any preferential characteristics that your current patients might not possess, into a fictionalized character. This is your ideal patient. You can then utilize this data to create a streamlined structure on which you can base your marketing strategy. You will be able to focus your marketing efforts on the people who are not only most likely to become future patients but who you want to become patients.
Know your competition
Researching your competition can further complete the profile of your patient audience. The types of marketing campaigns, blogs, videos, etc will reveal the target audience they are going after.
You might be a pro when it comes to perfecting client’s smiles, but in order to grow your business, you will need a marketing plan that can help you achieve your goals. One of the most important things that dental practice owners forget is that not everyone is interested in using your service initially.
You have to dress up to impress, and in business that means branding. Creating a brand will help distinguish your practice from your competitors. Brand building can start as simply with getting a logo design, and can go as complex as branding your office décor, billboards, signage, brand identity, apparel, and more. The idea is to psychologically train your patients to associate your service quality with visual stimulation. Wherever they see the colors, symbols, or mark, they’ll immediately recognize your brand.
The first step in having an online presence is to set up your website where clients can find all information about your services, pricing, contact information, about me etc. Not only do you need to be upfront about the services you offer, but you need to design a website that is useful to current and prospective patients. Why not offer a new patient portal that allows prospective customers to make their first appointments online or request a phone call or email for more information about your dental practice.
Set up an “about” section to personalize your practice for your dental patients. Each dentist, dental hygienist, and staff member could have a short “getting to know you” section with professional photographs. New patients like to see the people with whom they will be interacting.
Blog writing can be one of the fastest ways to generate organic traffic to your website. Inbound marketing attracts patients through relevant and helpful content. Blogs primarily function as educational tools for your patients. For example, you may write a blog on tooth decay and ways to prevent it. The focus keywords would be “tooth decay prevention.” When that term is searched on a search engine, your blog appear in the search results. Once someone finds and reads your blog, you can direct them to call your practice to schedule an appointment.
Social Media is one of the easiest ways to gain traffic to your company’s website and to grow your company as a whole. Social Media is a great way to reach and engage with your patients and potential patients. You’ll want to engage and inform your social following with helpful information from your blog. There are hundreds of social platforms on the web, it’s important to determine which platforms would be most popular among your current and prospective patients. (Your patient avatars will help you make this determination.) The majority of dental offices utilize Facebook, Twitter, Instagram, LinkedIn and YouTube to help gain these platforms are a good opportunity to target patients. With user numbers in the billions, these platforms are a good opportunity to target patients. As soon as you’re up and running, you can request that your current patients follow you on your chosen social media platform. Another way to grow your followers with the right people is by social advertising. Facebook, in particular, has powerful targeting tools that help put your posts in front of the right people, whether they follow you yet or not. Some examples of good content to post on your social media page are things like pictures of events at your dental practice or exciting renovations. You could share daily or weekly dental hygiene tips, and alert patients to upcoming promotions. Not only is it important to post eye-catching content, but you should also be engaging with your followers, which adds a more personal feel to your account.
Digital marketing involves marketing exposure across digital channels like social media, mobile applications, email, web applications or any new digital channel. Maintaining this exposure across all relevant digital channels for your targeted patient audience is critical for an effective marketing strategy.
To gain more exposure and drive more traffic to your website, Google Ads is the way to go. Every single business aims to be on the front page of Google. Links on the first page of Google enjoy substantially more clicks and traffic compared to results on the second page. Instead of heavily investing time and resources to show up on the first page in the organic results, companies can simply pay to show up first in the search ads. Although competitive, a front page ad on Google’s search results can mean huge returns.
You are already using social media to engage with your followers and alert them that a new blog has been posted. Now it’s time to expand upon that. Advertising on social media allows you to reach prospective patients beyond the followers of your page. Your posts will pop up on the newsfeed of those people in your target audience. Facebook’s advertising tools allows you to target people by location, age, gender, job title, home value, income level, types of interests, kids or no kids, place of employment and dozens of other ways. It is incredibly powerful and is definitely something to look into if you are looking to grow your patient list. You can set a certain budget and Facebook will give you an estimation of how many people will be reached each day with that dollar amount. There is also in-depth tracking data that will help you analyze the effectiveness of your campaign and where you can make improvements. Since Facebook Ads are so customizable it makes it a great advertising tool that can help you increase the return on your advertising investment.
Once you have created a website that will appeal to your target audience, you can concentrate on your search engine optimization (SEO). SEO stands for Search Engine Optimization and is essential for driving more traffic to your website or blog. SEO helps boosts your website in the search engine page rankings (SERPs) by meeting the requirements of the search engine’s algorithm and providing value content that helps solve a problem for your patient avatars.
There are many different types of ways you can use SEO, but YouTube is the second largest search engine tool that can help grow your brand awareness. Given that YouTube is a video search engine, you should approach content creation in a strategic way, as you would when optimizing your website. This means conducting keyword research to find out what your audience is interested in and how they talk about it online. YouTube also adds a personal feel when it comes to viewing videos, and it educates viewers and can help drive traffic through ads.
Yelp is considered the most popular location for determining a practice’s reputation from patient reviews. Managing this platform should be a top priority for your digital marketing strategy. This includes implementing creative methods to motivate patients to leave reviews as well as monitoring and responding to any lower ranked reviews. Maintaining and keeping the look and feel for your profile dynamic and relevant is also important.
Technology has come very far in the last couple years, and with that has come the rise of social media marketing. Teaming up with influencers can help your brand, since influencers tend to have thousands of followers on social media. An influencer’s job is to help promote products for brands to their large follower base. Influencers can come from all different industries, there are many that are solely focused on the dental industry with very large follower bases. Dentists can also use micro influencers like leveraging community leaders or other people with a similarly large following within their own communities
In order to gain more clients, it is important to incorporate monthly or weekly newsletters. Newsletters are essentially an email blast that you can send out to your clients reminding them to come in for their next check up, inform them on new events, and so much more. Keeping in contact with your dental patients is a good way to keep your dental practice in their minds. With e-newsletters, your patients will appreciate the good information you share, and will hopefully practice good oral health.
Offline marketing can often be overlooked in an effective strategy compared with the dynamics of online/digital marketing. However many practices can achieve impressive results with traditional offline marketing platforms such as radio, print, billboards, signs and pamphlets. Sport team sponsorships are always a good focus for offline marketing. All of these options can further reinforce the local community presence of your practic
Proper monitoring of analytics/reporting is imperative to determining the effectiveness of a marketing strategy. The ability to set goals and then determine all relevant metrics such as ppc campaigns, social media engagement, reputation management, etc. Knowing the strengths and weaknesses of your marketing platforms is fundamentally important to consistently grow your practice.
The reputation of your practice is critical – period. Monitoring this on a consistent basis is very necessary. Developing methods to continually get positive reviews maintains your reputation and demonstrates current business activity. Dealing with and being aware of any negative reviews is equally important. Optimizing your profile on all relevant platforms is also a key component of reputation management.
Exposure on the key platforms for reviews and reputation is key. The primary ones in the market now are Yelp and Google. Having a presence on some of the lesser known or more geographic specific like Nextdoor can yield great exposure for your practice.
Patient reviews are an important tool in marketing based since the more positive patient reviews you generate and share with your target audience, the more likely that you’ll see growth in your patient list. Wherever your dental patients review your practice, you can share these reviews on your social media accounts, include them on your website, or include them in monthly newsletters you send out to patients or potential patients. When patients are checking in or checking out, it’s a good time to remind them to review your dental practice.
Since patient referrals are a highly important tool, you should have a system in place to encourage patients to give referrals. Once the referral program is in place, make sure your staff is fully briefed on what it is, how it operates, what their role is, and what the goals are for how many referrals are made. Incentives to entice staff to participate fully could include something as simple as a gift card or setting aside a half day for a fun outing when the referral goal is reached.
Don’t forget about your website. A well-placed banner on your website that takes people to a landing page that explains the referral program benefits is a great way to increase your patient list. Your blog can be pressed into service as well; a post explaining how the referral program works can be a good way to get the message out to your subscribers. Promote the blog on social media to further extend the post’s reach.
Although last on the list, RevenueWell is one of the most important tools that a practice should have. Boost your bottom line, connect with patients, and get more out of your day with RevenueWell’s marketing and communication solutions.
NEW PATIENT ACQUISITION
Encourage patients to leave online reviews, and increase your ability to be found online. RevenueWell helps enhance your practice’s SEO, and makes it easy for patients to refer their favorite dentist to family and friends.
Offload the work that bogs you down. Automate recall and reactivation efforts, enable patients to see their accounts online, and spend less time on the phone by texting appointment reminders. Give yourself more time each day to deliver great patient care.
Automatic Patient Communication
Newletters & Campaigns
Keeping patients educated and engaged with your office can mean a lot of content development, graphic design, vendor management, and guesswork on each project’s effectiveness. Or you could just get RevenueWell.
Stay top of mind and show patients how much you care about their well-being. Send monthly newsletters packed with info, follow up on treatment plans to help patients make informed decisions about their health, and ensure that every patient has post-op instructions before leaving their appointment.