Effective Marketing Tips for Your Dental Office

Any successful dental advertising campaign begins with research. Before layouts are drafted, headlines are written or artwork is chosen, the savvy marketer learns everything they can about the target customer. It is important to research patients and also think like them. What are their pain points? What’s the number one thing they look for in a practice? What would keep them coming back to the same dentist?

Discovering current demographics is part of this research. Demographic information should include age, gender, household income, number of household members and physical location. There are many ways this data can help inform marketing decisions. For example, Patient News’s research, data analysis and years of experience show that women make more than 80 percent of all healthcare decisions, so most dental correspondence is addressed to the female head of house.

The next step is taking an honest look at your strengths and weaknesses as a practice. Once these are identified, marketing messages should highlight strengths and turn weaknesses into positives. If your practice excels at customer service, focus on the personal and friendly experience a patient will have at your office. If customer service is identified as a weakness because your front desk is understaffed, turn this into a positive point by telling customers you keep overhead low and pass those savings on to them.

Determining a budget is a critical part of any dental marketing campaign. Break down projected costs to determine the overall budget and then look at how often you can contact customers within that budget. Whether it is big or small, sticking to the projected costs and using them as a guideline for decision making will help your campaign be a success.

Once these pieces are in place, a marketing strategy can be developed. This strategy will outline clear goals, action items and measures of success. This is also the point at which the direct mail campaign is developed. This includes creating collateral, a mail calendar and mailing lists. The overall marketing plan and the direct mail campaign should be integrated and combined to complement and support one another. For example, if an advertisement for your practice runs in the local paper, send an acquisition mailing to new prospects at the same time.

Whatever the medium for the messages, they should be meaningful and resonate with the target demographic. Sending a direct mail piece about denture services to young families is a waste of time and money, as is sending a postcard about children’s dental care to a zip code with many retirement homes. You also need to determine if you are trying to attract new customers or retain existing ones. The messaging for these two audiences should be very different.

Throughout the dental marketing campaign it is important to remain focused on the strategy and goals. If a new dental advertising opportunity arises during the campaign, hold it up against your current goals and budget to see if it complements them, and take a pass if it doesn’t. A marketing schedule or calendar is an important tool to stay focused on the bigger picture. Gathering data and response to the campaign should occur throughout the process. Measurement systems can include response rates for direct mail, new patient acquisition, lapsed patient renewal, or many other performance indicators.

Email Marketing – From the Beginning

A hard day of work and returning home just to find a mess of leaflets left by the direct marketing companies was just obnoxious. You would find your doorstep piled up with envelopes and leaflets which by looking at the lot, you would not even feel like picking it up. That was the era when Direct mail marketing was used as a tool for marketing products of which the results eventually ended up in the bin.

The next era moved on to be a bit more effective with the use of graphical billboards, which were very attractive to by passers, but alas, in this busy world, no one eventually had the time to stop by and have a look. The Digital Sign boards were also very costly and did not provide the expected results. This resulted in the End of the era of Digital Boards.

Marketers’ during that period noticed that consumers were very attracted to graphics and wanted to implement something as such, that the consumer could read it while working or at leisure. This was the time when the internet was rising as the most ideal tool for communicating and everyone was switching from letters to Email as the most cost effective and time saving tool.

This fantastic opportunity gave birth to the marketing strategy known today as Email Marketing. This was the only solution to grab the attention of the customer’s eye while the customer was busy at work or enjoying his holiday. High end graphics with catchy headlines would make any person feel like just having a look No matter how busy the person.

Today the Internet Marketing Industry is now running in millions of dollars and booming to such an extent that customers are also keen in looking out for offers and discounts through their inbox. This has proven to be the ideal marketing tool for business to reach their customers directly without any hindrance.
This is the generation where every Human no matter where ever they are, the first thing they do, is that they check their Emails. This has become a part of daily life and that is what gives the upper hand to Email Marketer’s to promote their product in an international platform directly in front their eyes.

Till Date E mail Marketing has proven to be the most cost effective, most efficient and the most outstanding tool to promote your product or service to any customer, anywhere in the World. This is the tool that will promote your product among millions of people in just a day. It took years to promote a brand internationally and today with the help of email marketing it’s just a matter of days and your product is world famous.

SMS Text Marketing VS Traditional Methods Of Marketing

As an expert marketing specialist with almost two decades under my belt, allow me to say – “I’m thankful for the good old marketing secrets that paved the way for us today.” Many of the old strategies shared with us by such greats as Mike Ferry, Tony Robbins, Napoleon Hill, and Zig Ziglar just to name a few, are still effective today, however they work better in some niche markets than they do in others. Traditional methods are only being used out of repetition, and lack of knowledge. This article is going to briefly explore, SMS Text Marketing VS Traditional Marketing and allow you to interactively take part by casting your vote.Back To The Future With Traditional MethodsTraditionally methods such as, cold calling, radio advertising, direct mailing, as well as newspaper advertisements are all considered to be strategies which fall under the category of old school marketing. Each of the listed techniques are still in use today, however they have lost their effectiveness. Cold Calling has suffered drastic shifts in the laws that govern it, and has all but handicapped this method of marketing. Direct Mailing cost an arm and leg to mail to your prospect, just to have your advertising piece tossed in the trash. Not to mention that the cost of sending mail continues to go up on a yearly basis. Radio and Newspaper advertisements are just about a thing of the pass. If you look closely it is the major chains that still utilize these forms of marketing.Standard types of selling still have their place in the world of marketing. The difficulty is that advertising companies are still wanting to charge top dollar rates, for subpar results. It all comes down to supply and demand. As long as people are willing to pay ridiculous rates advertising agencies will continue to rip off business owners…. and I have digressed.Welcome To The Digital AgeRadio killed theater, TV snuffed out radio, and the Internet slaughtered TV. I make those statements to prove to you that times do change, and so does the technology that we use. The same applies in the world of marketing. At the end of the day all of your promotional efforts should come down to generating leads and/or building up a list. Ask any successful sales person about a list and they can quote, “The Money Is In The List.”SMS Text Marketing is nothing more than new technology based on old principals. For example – with cold calling the objective is to generate leads. With direct mailing the goal is the same as it is with all the various forms of traditional marketing. With SMS technology the goal for the business owner is to build up a list of subscribers that he or she can market to over and over again. The best part is with this technology you know for sure, that 90% of your advertising efforts will be read by your target audience.When The Past Meets The Present Every successful business owner knows that business is 90% marketing and 10% innovation. If your not leveraging the power of SMS marketing in your business your missing the boat my friend. Now imagine if you merge this technology with traditional forms of advertising. For example what if you put a QR code on your business card that triggered your SMS campaign? WOW, how cool would that be?Are you starting to understand this amazing technology and how it can serve not only your customers, but generate huge profits for your business. SMS technology has done for marketing what the electric guitar has done for music. Now go and rock the vote!