For some dental practices, having a marketing budget can be too limiting. Whilst business planning and close financial control are vital, dispensing with the idea of a fixed marketing budget represents a fundamental change of thinking. Firstly, it starts with seeing marketing as an investment, not a cost. That’s a mindset change.
So, what is the alternative to setting a fixed marketing budget each year?
Start by calculating the average value of an “ideal patient”. That may be a multiple implant patient or it may be a new Invisalign patient. Then it’s simply a case of working out, based on the margin you need to achieve, what you can afford to spend to acquire each new patient, by treatment type.
Smile PayPerLead is a service that enables dental owners to allocate a fixed amount of money each month that guarantees the new leads and cases they require to grow their businesses. So for example, in planning 2021, instead of setting an annual marketing budget, principals can plan how many new cases they want and this translates into how many quality leads they need each month (at a fixed price for each) and how many need to turn into fee paying patients, to achieve the target .
For alternative ways to look at marketing planning and filling surgeries with “ideal patients”, contact us.