Marketing is essential for any business, and this includes dental practices. As a dentist, you have excellent skills and a great team, but without effective marketing, you may struggle to attract new patients and grow your practice. With the rise of digital marketing and the changing landscape of the dental industry, it’s important to have a solid marketing plan in place. As chief marketing officer of one of the top digital marketing software companies in the country, I am no stranger to dentist marketing. I want to share 10 tried-and-true methods that can help you grow your practice.
No. 1: Develop a strong brand
Your brand is your identity and how you are perceived by the public. It’s important to have a strong and consistent brand that reflects your practice’s values and services. This includes your logo, website, social media presence, and even the design of your office. A strong brand will help you stand out from your competitors and attract the right patients. In most dental businesses, your brand is the number one driver of patient acquisition and can be your greatest asset from an intellectual property standpoint.
No. 2: Build a professional website
In today’s digital age, having a professional website is a must for any business, including dental practices. Your website is often the first point of contact for potential patients, so it should be visually appealing, easy to navigate, and provide all the necessary information about your practice and its services. Make sure to include patient testimonials, before-and-after photos, and a clear call-to-action for booking appointments.
No. 3: Utilize search engine optimization (SEO)
SEO is crucial for improving your website’s visibility and ranking on search engines like Google. This involves optimizing your website with relevant keywords, creating quality content, and building backlinks from reputable websites. A higher ranking on search engines means more potential patients can find and visit your website.
No. 4: Leverage social media
Social media is a powerful tool for dentists to showcase their expertise and connect with their audience. Create profiles on popular platforms such as Facebook, Instagram, and LinkedIn and regularly share informative and engaging content, including oral health tips, before-and-after photos, and patient reviews. This will help establish your practice as a reputable and trustworthy source for dental care.
No. 5: Engage with your local community
Since you have a local business, being actively involved in your community is crucial. Consider sponsoring local events, participating in health fairs, and partnering with other businesses in your area. By being visible and building relationships within your community, you can build a strong reputation for your practice that will attract new patients.
No. 6: Offer special promotions
Everyone loves a good deal, even when it comes to health care. Offering special promotions can be an effective way to attract new patients and retain existing ones. Consider offering discounts for first-time patients, referral bonuses, and/or seasonal promotions. Be sure to track the success of these promotions to determine their effectiveness. Also, don’t forget to reach out to existing patients as it’s more cost-effective to offer promotions to existing patients than trying to acquire new ones.
No. 7: Utilize email marketing to target your audience
Email marketing is a cost-effective way to stay connected with your patients and keep them informed about your practice. You can use email to share updates, promotions, and helpful oral health tips. Segmenting your email list and personalizing your messages will help ensure they are relevant to each patient. Use an email marketing platform to create automated email journeys that will continue to nurture your existing and prospective patients. This data can be leveraged to build custom audiences on platforms like Google, Facebook, and Bing. Leveraging the entire digital ecosystem helps drive your brand messaging to reach more patients.
No. 8: Encourage online reviews
Online reviews are a powerful tool for attracting new patients. Encourage your satisfied patients to leave reviews on Google, BBB, and Healthgrades, for example. Positive reviews can help improve your online reputation and credibility while also attracting new patients.
No. 9: Invest in video marketing
Video marketing is becoming increasingly popular and for good reason. It’s a great way to showcase your practice, introduce your team, and educate patients about your services. Consider creating short videos to share on your website and social media platforms to engage with your audience and highlight your expertise.
No. 10: Utilize local listings
Local listings such as Google My Business, Healthgrades, and Yellow Pages are essential for local businesses. Make sure your practice is listed on these platforms and that the information is accurate and up-to-date. This will help potential patients find your practice when they search for local dentists.
Marketing is an essential aspect of the success of any dental practice. Following these 10 marketing tips can help dentists attract new patients, retain existing ones, and establish themselves as leaders in the industry. Remember to always keep your target audience in mind and be creative with your marketing strategies. Happy marketing!
Editor's note: This article appeared in the April 2024 print edition of Dental Economics magazine. Dentists in North America are eligible for a complimentary print subscription. Sign up here.
Jerry Kelly is the chief marketing officer/partner at Marketing 360, overseeing all inbound lead-generation strategies and partnerships. Jerry and the Marketing 360 team have extensive experience in dentist marketing and have run many successful campaigns for their clients. For more information, visit marketing360.com/dentist-marketing.
