We start any Dentist Marketing Campaign with assigning specific goals for the dental practice to function as the key message in the entire Dental Marketing Campaign. In 90% of time, recognition for being a top expert in a specific procedure is the best step.
While many dentists frown on focusing on one or two specialties because they don’t want to leave general dentistry behind, miss out on a great opportunity. Patients WANT specialists… and especially in dentistry, where patients pay out-of-pocket and travel far away for the RIGHT care, many dental practices that focus on their specialty can be extremely profitable.
Unlike in other medical marketing, Dental Practice Marketing largely depends on the design and functionality of the Dental Website. It should have informative content, galleries, and testimonials… why? Because when a patient comes to the Dentist Website he already made an emotional decision to do so. Now he’s looking to make a rational decision based on verification of the information they received from the referring source (which in majority is another patient)
It’s Crucial to understand that a Dental Website that is designed for the Dental Marketing Campaign also serves a great function in Dental Practice Management. The phone number should be visible on every page, patients should be able to write an email and send it safely, a newsletter should be sent out every few weeks, patient forms should be available online… and patient portals are simply a must for 2011 and beyond!
Aside from the dentist website and offering patients the best experience of their lives the only piece missing from Dentist Marketing is the tracking! You MUST track every single initiative, its costs, and results. The entire success on Dental Marketing must be a result of a process of continued improvement, modification, and research.
In future articles we will discuss the best practices of Dental Websites and why every dentist website should be built on a Content Management System that’s easy to manage. Can’t wait? Go to Healthcare Marketing COE’s website on Dental Marketing and contact us. Familiarize yourself with the best practices in Dental Marketing, what makes a dentist website work, and what referring physicians demand from interactions with you. We look forward to hearing from you.
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