Archive for September, 2012

Measurable Dental Marketing continues to evolve

When I first embarked on a marketing career 25 years ago, it soon became apparent that direct response marketing was a crucial component of most businesses; that is to test, measure and ensure that your marketing activities are judged in terms of return on investment. Measurable marketing has moved on a lot of course, with the Internet, e-Newsletters and social media all adding to the range of media that can be measured accurately and instantly.

Also, Search Engine Optimisation and Pay Per Click (Google Adwords) are tried and trusted for driving people to your website and Blogs like this help to drive enquiries and traffic to your website but some of these new techniques are even more targeted.

Re-Marketing or Re-Targeting as it is often known, allows you to keep communicating to the people who visit your website but who leave without calling you or leaving their details. This is used extensively by property search sites and houses you have checked out follow you around the web.  By the same token, for dental practices this is an opportunity to cost effectively win high value patients, those that are perhaps researching on-line a specialist treatment they are considering, whether dental implants, lingual braces or root canal therapy.  It’s a great breakthrough, highly measurable and can be tested by small and large practices alike. For the full range of web-based opportunities, contact us.

In our next Blog, I’ll be talking about targeted banner display advertising which is an incredibly powerful way of attracting people to your website but is little known within the dental profession.

To explore the marketing options for your practice, contact us for a no-obligation chat. 

 

 

 

Getting referrals. It’s not just about CPD!

When trying to build a referral base, the tempation for orthodontists, endodontists, implant clinics and other referral centres is to host an event and have it centred around learning and offering CPD. This can be invaluable of course but there are a multitude of other ‘relationship builders’.

The main consideration is to make sure that any event reflects your practice brand ‘personality’ and is memorable so that those you target want to tell someone about it. In our experience, ideas for events and building rapport with GDPs often stem from patients, local businesses talking about marketing activities that have worked for them or simply your team brainstorming some ideas.

A taste of some ideas that have worked well include:

Get to know your local GDP receptionists. Her power cannot be underestimated and she probably refers as many patients from the practice as the dentists there!  It is important to know your referring staff as they are often giving out the brochures and a little thank you card will always be appreciated. It  may even be sitting behind reception in front of her when the next patient comes out to enquire about orthodontics, implants or whatever your specialism is…..and voila, your brochure handed out.

Not the obvious dentist night out but a new local Swiss trained chocolatier held a tasting quiz and the dental practice supplied a bottle of logo’d champagne as a prize. It was a full house!

Sending something memorable especially if not expected. If your nurses do some training at another practice, why not send a thank you. Maybe a nice card or what about some cakes from a local shop. Yes, goodies again!

For other great marketing initiatives to build referrals, call 0845 287 3051 or contact us.