Marketing is an essential aspect of owning a dental practice – yet it’s not a skill we’re taught in our clinical training.
We need to be able to effectively market our practice in order to attract patients, fill our appointment books, retain our patient base, and create a brand that distinguishes us from the competition.
But in their efforts to be the most attractive option, many dental practices make this #1 marketing sin…
They try to market to everyone, and haven’t found their niche.
The golden rule of marketing is to understand your ideal patient avatar, then hone your attention and messages to them.
It’s the difference between sniper vs. shotgun marketing.
You don’t want to just throw stuff out there and see what sticks, you want your actions to be laser focused and effective.
In order to focus your marketing efforts, here are the fundamental steps you need to follow.
1. Identify your market
The very first step is to identify your ideal patient avatar. Who do you want to work with? What are their identifying characteristics? What do they want in a dental practice? What do they want to avoid? What conversations, thoughts, and beliefs are they holding internally that you need to speak to?
2. Craft an effective message
Once you know who you’re talking to, it’s much easier to know how to speak to them. It’s important to meet people where they’re at and speak in their terms and language.
Consider the information they might find interesting, the problems you can help solve, the desires you can help fulfil – that’s what they’re going to want to hear. You can even work with an agency or copywriter if advertising isn’t your forte! There’s no shame in leaving it to the experts.
3. Choose your medium
The good news here is that in today’s day and age, we’re spoilt for choice when it comes to channels to communicate with our desired audience.
You can run digital advertising campaigns, create organic social media traction, organise signage and sponsorship within your community, there are more options than ever.
But what’s important is to meet your prospects where they’re at.
There’s no sense in advertising in a place where your patients will never see it. Consider their habits, actions, and behaviours, and then place your message in a place that will reach them.
So, if you’re guilty of committing the insidious marketing sin of “trying to market to everyone”, these three golden rules will help set you straight.
Remember – do less, but do it right!
P.S Want to scale your dental practice and take your profits to 7 figure success?
Me and my team can work with you directly to get you there! Simply book in your FREE 1:1
strategy session, and we can get started on a game plan for you and your practice.