Dental marketing is an art which is always evolving. Experts always seem to have a new way of attracting new patients and statistics to back them up. Amidst all this hoopla, everyday dentists have become lost in the mix. While it’s always good to mix things up and offer variety marketing-wise, it’s also crucial to know the basics.
The Two-Step Approach
This approach is one of the oldest marketing tactics in the book. Basically, you get a person interested in your treatments and then you get them call your office or visit your clinic. The entire rationale for this is that individuals who are already interested in a certain service have greater chances of being converted into paying patients once they speak with a representative of your practice. Your representative simply serves to “close” a sale.
Step One. Since the first step is getting your prospects interested, one of the tools you’ll need for this particular marketing strategy is your dental website. You may either rely on website visitors who browse through the list of articles you have on your site or you may also gather leads and start your online email marketing campaign.
Gathering leads for your email marketing campaign is simple enough just as long as you have a steady stream of incoming traffic to your dental site. You need to gather as many email addresses of prospects who visit your dental website. While you can purchase a list of leads, this isn’t advisable not just because the method of procuring these lists is often questionable but because not everyone on this list is genuinely interested in dental services and your newsletters will be sent straight to the spam folder. However, if you gather your own list, no matter how long this might take you, you are assured of the quality of leads on it. Once you have your list, you can start sending out e-newsletters on a weekly, bi-monthly or monthly basis.
Step Two. Compel your prospects to give your office a call or drop by for a visit. This will only happen if you have an effective call-to-action on your website’s sales page or your e-newsletter. When making call-to-actions, it’s always a good thing to make your patients hear what they want to hear. For instance, if you’re offering braces, play on the primary motivation for why individuals get braces and that is to improve their smiles.