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.
At a difficult time for dental practices we thought we could provide extra help with our FREE Smile Advice Helpline. So, just after the ‘lockdown’, we decided to offer guidance and support at this crucial time for dentists and indeed other SMEs.
So what have we been helping with?. Here’s a flavour:
– Patient communications support to help you through the pandemic e.g. ideas, content, social posts, blogs
– Advice on the planning and preparation for when your practice can reopen
– What to avoid in these challenging times
– How to turn the current negatives into positives for the future
– A ‘sounding board’ service on ‘future proofing’ your practice
Just give me a call anytime on 07974 748550.
Do keep safe.
“How much should I be spending on my marketing?” is a question we get asked regularly.
Obviously, it’s a very important question for every practice
– whatever the size or location – and is one that vexes Principals and Practice
Managers up and down the UK.
With many years of experience in the dental sector we recommend that the ideal annual marketing budget should be somewhere between 4% – 8% of your annual turnover.
The reason we give this range is that it really depends on how established your practice is, the local competition, your growth aspirations and many more factors that will be specific to your practice.
All that said, using the 4% – 8% of turnover as a guideline
is a great starting point for most practices.
So, the key question is – how does your planned marketing
budget for 2020 stack up?
If you need advice on setting your budget and help to create a marketing strategy and plan to ensure 2020 is a great year then why not get in touch.
At Smile we also ensure clients get the biggest return for their marketing spend. That includes advising on the ever-changing nature of the marketing world and how to use social media, internal marketing and even TV to generate the best results for your money.
Keeping in touch with your
patients, whether current or lapsed, is one of the best ways to keep your
occupancy levels high and appointment book full.
Sure, breakthrough thinking
and new ideas are the lifeblood of really successful businesses – and dental
practices are no exception. But I talk to numerous practice owners and they are
so busy looking for brand new, ‘out of the box’ ideas that they miss the clear opportunities staring
them in the face – the “in the box” profit opportunities.
Continue reading “How To Win Back Lapsed Patients”
Some people want it to
happen, some wish it would happen, others make it happen.
To make it happen, you first
need a plan, a roadmap if you like. In the same way you don’t get in your
car without knowing where you’re going and how you’re going to get there,
it’s the same for building a business.
Continue reading “Marketing – Making It Happen”
The English have suffered a century of jokes about our ‘terrible’ teeth.
But I can hear dentists all over the country breath a sign of relief when I say it turns out the English will have the last laugh – because our smiles are not as wonky as our US friends would have us believe.
Americans do not have better teeth than the English, researchers have proven. “the research suggests there are consistently wider educational and income inequalities in oral health in the US compared with England.”
This oral health comparison if from the British Medical Journal, read the full press release here.
The Harley Dental Centre of Excellence, based in Harley Street, is launching a new, lower cost dental scheme spanning implants, invisible braces, cosmetic dental treatments and general dental care. To promote this unique service, in-carriage posters are positioned in a large number of trains in the network as part of a multi-media marketing campaign from 19th September.
Patients are invited to text, scan QR code, phone or visit the website: www.discount-dental-treatment.com – to arrange an appointment or for more information on the Scheme. It is anticipated that there will be a high level of interest amongst commuters and people living in Central London and the early signs are excellent with several appointments booked on the first day.
For help in successfully promoting your dental practice, contact us.