by Peter Vanstrom, DDS, FAGD
For more on this topic, go to www.dentaleconomics.com and search using the following key words: social media, marketing, referrals, new patients, Dr. Peter Vanstrom.
I live in Atlanta, which like most major cities, has speed limits on the freeways ranging from 55 mph to 70 mph. Anytime other than rush hour, the few cars not going 80 mph are left hopelessly negotiating through a blur of traffic moving at breakneck, dizzying speeds.
Today, for dentists, the plethora of social media outlets such as websites, Facebook, emails, Twitter, LinkedIn, company.com, and blogs can make us feel like we can’t possibly find our way through, let alone keep up with the speedy Internet traffic.
Yet, the Internet today is one of the least expensive and most effective internal and external marketing tools that we have. When fully optimized, the social and business media outlets available allow us the opportunity to reach out to hundreds and hundreds of potential new patients.
Most dentists and dental practice-management consultants agree that internally-referred patients are usually the best new patients. Internally-referred patients have an initial appreciation for what we can do for them because a relative, friend, or business associate referred them directly.
And, we know that referred patients are more likely to accept our treatment recommendations. Referral patients are also more likely to become long-term patients due to that initial personal introduction.
A disconcerting trend is happening, though. Fewer and fewer people are directly volunteering their opinion about us. And, fewer and fewer people are directly asking others for their personal referral opinions.
One-third of shopping decisions are made more generically using the Internet. It seems that fewer and fewer people are interacting face-to-face. Indeed, my neighborhood yahoo.groups emails are riddled with neighbors asking neighbors over the (sterile) Internet for recommendations on who is a good plumber, contractor, pediatrician, or dentist.
To top it off, the average consumer is rapidly building a defensive wall against our direct marketing and advertising attempts. More people are turned off today by ads meant to inform them about the services we provide. Discount offers and free consultations net fewer and fewer new patients.
Another old marketing concept that has perhaps reached its peak is managed-care dentistry. The early promise, or selling point, for PPO and fixed-fee dentistry was more patients (higher volume) in exchange for reduced rates for our dental services (lower fees).
Now, so many dentists have signed up for discount plans that the volume of new patients is not always high enough to offset our generous reduction in fees. More and more, managed-care dentists are competing with other managed-care dentists for the same volume of patients.
Today, even dentists on managed-care plans have to find ways to compete for new patients — patients who are either on their plans and/or outside them. And, these dentists need affordable marketing options because their margins are so incredibly tight.
Whether you are a dentist who is strictly fee-for-service, a dentist who accepts traditional indemnity insurance, or a dentist on managed-care plans, you need new patients. More importantly, you need quality new patients who seek the services that you provide.
The marketing concepts that worked so well just a few years ago are dying a quick death. The Internet is not just a marketing highway for the future, but rather a necessity that we all must embrace. We are now on that road and the busy traffic is passing us by.
Social media marketing — when approached in an organized, orderly fashion — is the future of dental marketing. Internal social and business media marketing is the most cost-effective means to reach hundreds of potential long-term, quality new patients who seek your expertise and the services you offer.
So, merge onto the Internet social media marketing highway. Hold on tight to the wheel, bring along a great navigator, and enjoy the ride!
Peter Vanstrom, DDS, FAGD, serves as a dental expert for CNN and has published articles on topics ranging from cosmetics to current dental technologies. He has lectured throughout the United States, Canada, and Great Britain on oral cancer screening technology, periodontal care, stem cell technologies, and dental practice-management systems. He is the founder and CEO of dentalmedialinks.com. His email address is [email protected].
