Dentistry can be a challenging profession for many reasons. The last ten years in dentistry have included a seismic shift in how we think about, and execute, so much of the profession. This can be seen not only in the many ways we have innovated dental technique, but also in the other parts of dentistry. Many dental and oral surgery practices now use software to help them charge insurance companies, connect with patients, and more – including help them manage dentistry marketing.
In this blog, we will dive into a snapshot of dentistry marketing, and what you need to know in the age of dental digital marketing.
Dentistry Marketing News from the Field
In a recent Dental Town poll (page 18 and 19 of this issue), respondents were asked multiple questions about how dentistry marketing happens at their practice. Some key findings in this poll were:
- 49% of respondents spent less than 5% of their budget on marketing
- 73% of respondents answered no when asked if they had been working from a specific marketing strategy or campaign
- 53% of respondents said that their best marketing advice had come from research/trial and error
What can we understand from numbers like these? Mainly, that marketing is not a priority for many dentists. This is not sustainable for your practice, because marketing is a key way to grow your patient base and bring returning patients back to your practice.
What we also can understand from these numbers is that dental and oral surgery practices are often struggling to create a game plan for marketing on their own. Especially in this age of dental digital marketing, it can be hard to know where to begin or how to strategize. Often, the marketing strategy is the last thing anyone is thinking about when there are reminders to do and procedures to carry out.
What is Dentistry Marketing, Anyway?
A Definition
Forbes defines marketing as “the process of creating and delivering value-based arguments for your offerings”. Where dentistry marketing can be powerful is that good oral health is incredibly valuable to patients. It has profound contributions to overall health and well-being. Identifying and promoting what sets your practice apart is also a key element in dentistry marketing.
Why Marketing Matters
Ultimately, a dental or oral surgery practice is both a healthcare provider and a business. Of course, the most important function of practices is delivering great oral healthcare outcomes.
However, this is impossible if the practice itself cannot be sustained. Meeting your bottom line is essential, so that you can continue to deliver those healthcare outcomes.
This is what makes dentistry marketing so important. Communicating your value and your services – to both current and prospective patients – supports that sustainability. And not just sustainability: marketing is key to the growth of your practice.
Recently, Intiveo created a guide to 6 Marketing Strategies to Grow Your Dental Practice, which outlines some action-oriented ways that you can create and work from strategies for your practice. Let’s tease out some of those strategies now! (Or you can jump straight to downloading the guide).
Patient Education and Engagement
Effective marketing can educate patients about dental health, treatments, and preventive care, leading to better patient engagement and loyalty. Consider these strategies:
- Email Newsletters: Share dental tips, promote oral health awareness campaigns, and establish your authority in the field.
- Blogs and Social Media Posts: Use these platforms to regularly communicate with your patients, keeping them informed and engaged.
Dig Into Online Presence and Reputation Management
A robust online presence is crucial for any dental practice. Here’s why:
- Professional Website: Ensure your website is professional and user-friendly.
- Active Social Media Profiles: Engage with patients on platforms where they’re most active.
- Positive Online Reviews: Encourage satisfied patients to leave reviews and address any negative feedback promptly.
Leverage Appointment Reminders and Patient Retention
Email marketing plays a significant role in patient retention. Here’s how:
- Personalized Appointment Reminders: Send customized reminders to ensure patients never miss an appointment.
- Follow-Up Messages: Keep in touch with patients post-appointment to enhance their experience.
- Special Offers: Offer exclusive deals to encourage repeat visits.
Promotion of Services and Special Offers
Use email marketing to promote your services and special offers effectively:
- Campaigns: Promote new services like teeth whitening, dental implants, or orthodontic procedures.
- Targeted Emails: Reach specific patient segments based on their dental needs and preferences.
Build Your Brand Through Community Involvement
Community involvement is key to brand building. Here’s how to leverage it:
- Local Events and Sponsorships: Participate in community events and charity drives.
- Email Updates: Share updates about your community initiatives and showcase patient testimonials.
Foster Professional Growth
Ongoing marketing efforts can support continuing education for dental professionals:
- Courses and Workshops: Promote upcoming events and seminars through email marketing.
- Industry News: Share relevant news and trends to foster a sense of community among dental professionals.
Track Data Analytics and Performance
Data-driven marketing strategies are essential for tracking and optimizing your efforts:
- Campaign Performance: Use email marketing platforms to track open rates, click-through rates, and patient engagement.
- Patient Demographics: Analyze patient data to make informed decisions about your marketing strategies.
By incorporating these themes into your dentistry marketing and dental digital marketing campaigns, you can effectively demonstrate the importance of strategic marketing efforts and contribute to the success and growth of your dental practice.
How Intiveo Can Help
Intiveo offers several resources to support dental and oral surgery practices across Canada and the United States, including a podcast and blogs like this one. If you’d like our resources delivered directly to your inbox, you can subscribe at the link at the top right.
Curious to learn a little more about our patient engagement platform? Let’s chat.
