By Ginger Bratzel, DDS
Regardless of the type of business you have, you need customers, clients, or in the case of dentists patients to grow your office and be profitable.
Any practice that has a marketing plan can increase its results and returns on investment by including the following six items in every marketing piece …
- Headline The headline is usually in the largest font on the advertisement. Consider this your title. It should be emotion-based for the patient and can be posed as a question to begin patient interaction. Are you embarrassed by your smile or Are you frustrated by loose-fitting dentures This headline question does the heavy lifting for the advertisement and can stand alone. It should not be the name of the practice or the doctor's name.
- Benefits Don't list features or names of dental procedures. Give prospects potential outcomes, in terms they can understand. Let them know what they could experience (for instance: "smile with confidence", "chew again with the similar force of your natural teeth", or "the beauty of no one knowing you had dental work.")
- Testimonials The best marketing is an endorsement from a satisfied person who had a similar dental situation openly sharing his or her personal story. Word-of-mouth referrals are not the only place where this concept applies, and it’s relevant to all of your external marketing as well.
- Offers Offers are something of value to the prospect. It doesn’t necessarily have to be a discount on your services; it can be information about the patient’s dental situation and options to resolve it in nontechnical, patient-friendly terms. Offers can also be added-value services bundles that are not normally included or even non-dental items that appeal to prospects.
- Call to action Tell your prospects what to do! Don't leave it up to them to assume they need to call the office for an appointment or visit your website. They need clues to direct them along the path of becoming a patient. Please call now to schedule an appointment is a good, simple sentence to start the process.
- Deadline Without deadlines, nothing will happen. You want prospects to take action now, so by giving them a deadline to receive your special offer, you are gently directing them to take the first steps in the process.
By using this checklist and tweaking your current marketing materials, you will increase your outcome and attract more prospective patients to your practice.