- Business and Employment
Attracting Dental Patients in a Negative Market Economy
When used correctly, Internet dental marketing is just the thing that you need in order for prospective dental patients to see you as the "right" dentist for them—the one with the expertise that they find extremely valuable. If you use a connective and distinct strategy for your dental website, your patients will not have to worry about tracking down referrals, walk-in appointments and endless telephone calls in order to make an informed decision about various dental practices.
There is no better time than right now to take a more enlightened approach to your dental web marketing campaign and better promote the value of a healthy smile, as well as your dental business. To create this kind of harmony, you must have a connective dental marketing strategy.
The Power of Dental Marketing in a Tough Economy
There are a few dentists in every state across the country who have managed to harness the power of dental promotion on the Internet by diving in with nothing more than a hope for success, and have managed to harvest some incredible benefits. They may get a few leads off a couple of search engines, sign up to a variety of referral directories and score a few dental practice sales for their efforts. However, the troubled economy of today has put somewhat of a damper on these random and basic dentistry marketing strategies.
How will you attract new dental patients to your practice? How will you connect with potential patients? How will you convince him or her to drive right past all other dental offices just to come to you?
A comprehensive dental practice marketing strategy can make each of these things a definite possibility. An economic downturn does not change patient needs; new patients simply need to know that your services are available and that they meet the expectations that they have for dental practice management and expertise.
Become the Dental Website New Patients Need
How do you ensure that the website for your dental practice is everything that your prospective patients want? It is difficult to know exactly what patients are looking for ahead of time. The one thing that became apparent during the stock market crisis in the fall of 2008 is that altering the spending habits of individuals in this country is not as easy as posting a webpage on the Internet. When you are marketing a dental practice, it is vital to know where potential dental patients are and develop an understanding of what they actually need and want prior to throwing all of your marketing dollars into a general strategy or some other hard-sell solution.
This is not to say that the "fail-proof" systems and the trendy technology will not add to the strategy that you currently use for your dental website and practice marketing. Although technology on the Internet has improved quite a lot over the past few years with on the spot, streaming videos and superior practice/patient interaction, the basics of dentist marketing have not changed.
The Basics of Dental Marketing
The first thing that you should think about is getting the word out there about your dental practice so that dental patients will be aware that your services are available. If you are able to do this effectively, you will gain access to more new dental patients, even when the economy is not at its best.
The next thing that you need to consider when you are marketing a dental practice is the message that you send and the image that you present for your dental business. This will determine the type of dental patient that you attract. Dental patients will not proceed until they are convinced by your dental promotion that you are the "right" dentist for their family. Your dental website is a great way to provide value to prospective patients in order to gain their trust in the value of your dental service.
Additionally, dental practices that not only meet, but also exceed the expectations of new dental patients in regards to treatment, follow-up and overall experience will gain a huge advantage in the market; particularly if they are capable of harnessing this power with testimonials from patients, before and after photographs, videos, etc.
Create a More Comprehensive Dental Marketing Environment
You can take several steps in order to develop a dental practice marketing strategy that is comprehensive and effective. Here are some pointers:
- The image that you present needs to be original and unique.
- Your dentist marketing message needs to be both consistent and persistent.
- Your dental web marketing strategy should be direct and to the point.
- Your strategy for dentistry marketing should convince prospective patients that you are an expert in your industry.
- You should define and locate your target audience in order to market accordingly.
- It is important to effectively utilize connective online networking, search engine optimization, and pay per click marketing.
- Always monitor your practice marketing campaign and make adjustments as needed.
Economy Proof Dental Patients
As you progress with your dental marketing campaign, you will find that some patients are not as affected by the economy; these patients come from both ends of the spectrum—both those who are trying with all their might to avoid you, and those who are freely coming to you with more cosmetic motivations. For example:
- Patients in need of emergency care and looking to escape treatment totally (who may be hoping to find an "out" on your website).
- Patients who are fearful of dental care and need advanced comfort.
- Patients with dental insurance who are willing to go all out if so moved by your Internet dental marketing message.
- Smile makeover patients such as those looking for veneers, dental implants and Invisalign®.
- Patients who are suffering from advanced periodontal disease and cannot wait a full 18 months for service.
When you advertise your dental practice, the person reading, watching or listening to your message only retains a tiny portion of what you are offering. If that person does not prioritize and appreciate the value of your offer, then they will not come to you until such circumstance occurs.
Your dental website is a way for new and prospective dental patients to research your services anonymously. It provides a chance for dental patients to "try before you buy" so to speak. The photos that display your unique talents will attract some and others will be drawn by your logo and design. As long as your dental website and other components of your dental marketing campaign give the patient what they want, you will have no problem keeping your practice up and running in a negative economy.
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