One can always find a reason to not do something. Dental marketing is no different. It takes time and resources and let’s face it, while in school learning to be a dentist, marketing is not at the top of anyone’s “to do” list. When looking for a place to open a new practice, thoughts of marketing might be something to think about, but there is plenty of time to worry about that later.
Now that the dream of a dental practice is almost a reality, bank papers are signed, building rented or built out, equipment bought, phones turned on and staff hired, what’s left? Patients would be something to consider, right?
What makes a dentist wait until the last possible moment to consider dental marketing for their new practice? Who knows; but here are a few marketing myths that have landed in my inbox just recently;
I don’t have time to market – Time is not your enemy in this instance unless of course you choose to put off your dental marketing until it’s too late, then you might have a problem; the time to consider marketing for your new dental practice is when you are still in school and begin making plans to open a dental practice. In fact marketing should be included extensively in your business plan if only to show that there are plans in place to bring in new patients; a continuous flow of new patients equals a continuous cash flow and that looks good to any lending source. If yours is an existing practice; you should already have marketing planned in the budget and a marketing schedule mapped out on a yearly calendar. Of course there will always be more time for dental marketing once you’re open for business and there are no new patients because you thought you didn’t have time for marketing before you opened.
I don’t need it marketing- This is one of my favorite myths to work with because then I get to ask that famous question; “how’s that working for you?” If you own a business then you need marketing. If you’re a dentist and own a dental practice then you need dental marketing. My theory is that it’s not that you don’t think you need marketing; it’s the fear of success that has you shying away from marketing your business. Or maybe it’s fear of spending money on marketing and advertising that you can’t be sure will work. There was no sure bet that your new dental practice would succeed but that didn’t stop you from opening. Or maybe you think that referrals will be enough marketing for your office. “How’s that working for you?”
Marketing doesn’t work – How will you know if you don’t try? Maybe you’re talking to the wrong people. If you’re just taking the word of someone whose business is in the toilet then you’re talking to the wrong source. Always consider the source when listening to opinions about marketing. It would seem logical to speak with someone who has a successful business, dental or otherwise. What worked for them? What type of marketing did they use? How much did they invest? If they are worth their salt they will mentor you, as I would assume someone did for them at one time. Bottom line; don’t believe everything you hear, good or bad. If it sounds too good, then it probably is and if a person is just negative be polite and move on.
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