I often get asked by practice principals what the value of a facial aesthetics business can be for their dental practice. There are of course lots of factors to consider, including the premises and capacity, whether the use of an existing dental surgery stacks up financially, the recruitment or training of qualified and dedicated practitioners, front of house staff training as well as the local market and how to position the practice to set it apart from competitors.
It’s important to look at it as a separate business, with a separate profit centre, with clear objectives and milestones and a carefully thought-through Business Plan is of course a ‘must’.
To Facial Aesthetics and beyond!
Many practices launch a Facial Aesthetics successfully to include wrinkle reduction and fillers and then extend into offering a wider range of treatments spanning beauty treatments such as facial rejuvenation and treating skin conditions such as acne, redness and pigmentation. Some clients focus solely on being skin and facial aesthetics specialists.
Finding and keeping patients for a Facial Aesthetics or MediSpa businsss does present its own unique set of challenges. Is the target audience the very different to the dental patient audience in your specific catchment area? How does the treatment mix break down in terms of demographic? How price sensitive is this market? Can a membership scheme work in the same way as it does for dental patients who sign up for monthly payment plans for their routine care and hygiene appointments?
We’ve helped an award winning clinic to plan and launch a VIP membership scheme for their clientele and it’s success to date is allowing the owner to put even firmer foundations in place and paving the way for even greater success.
Taking your blogs up a notch into vlogs is a great way to get your message across online.
With such a face to face (or face to teeth!) profession it’s a great way to let patients get to know you, without having to spend lots of time with them individually.
Not sure what to blog about, let alone vlog?
Here are a few ideas:
Your practice New Years Resolutions
Tooth Whitening take home kits – show the procedure and emphasise how easy it is
A tour of the practice – for nervous patients this can make all the difference
Meet the team – make sure everyone has their best smiles on!
You don’t need a professional camera or videographer to take your videos, if you have a tech savvy member of staff they should be able to get a good quality video on their phone – remember you’re not shooting the new Star Wars, just a friendly practice vlog!
If you need help with ideas, implementation or posting of your vlogs then get in touch.
N.B. You will need written consent from patients for them to appear in any of your videos!
A blog is a ‘web log’ – effectively an online diary about your business. There are some very good reasons for your practice to have a blog:
It’s a great way to keep your patients up to date on details of your practice that are too long to tweet
It helps your websites SEO as you’ll be updating your website every time you write a blog
You can write detailed articles on hygiene, how to floss or anything that you feel would benefit patients
To keep your patients up to date with the practice, staff and new treatments
If you are going to create a blog for your practice you need to do the following:
Host the blog on your own domain. (For example – www.YourBusiness.com/blog). Whoever set up your website can easily add a blog for you to use. Alternatively you can open a WordPress blog and have a link in your site navigation that directs people there.
Thinking of something interesting to say each time you blog is the tricky bit. You need to be able to write good content that will be interesting for your patients. They won’t read a long sales pitch.
Keep it up! Posting on a blog once is pointless, you may as well have just created a webpage for that post. You can write about anything related to dentistry, your practice or your local area, for example:
Jenny our dental nurse is going on maternity leave and will be replaced by Kim
Did you know? (you should brush for 2 mins, you need a pea size amount of toothpaste)
A coffee morning for charity will take place on 26th May at 10am – there will be cake!
How to floss like a pro
Our new implantologist
If you like the idea of a blog but need more direction and assistance in the set up and management then get in touch.
From the very start of my marketing career it became apparent that direct response marketing was a crucial component of business; that is to test, measure and ensure that your marketing activities are judged in terms of ROI.
Also, SEO, Pay Per Click (Google AdWords) and Blogs (like this one!) are tried and tested ways to drive traffic to your website but some techniques are even more targeted.
Re-Marketing allows you to keep communicating with the people who visit your website but leave without using your contact form. 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, who are perhaps researching a specialist treatment they are considering, for example 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.