Promoting a new dental business to hit the ground running
Perhaps the largest part of setting up a new dental business is to ensure that new patients will come through the doors as soon as they open. To achieve this, a well-considered marketing plan needs to be developed and implemented well in advance.
Over the years the team at Dental Media has helped hundreds of dentists across the UK build their businesses successfully; indeed we are currently developing new websites and marketing campaigns for several dentists who are currently setting up new squats as well as those who are already well-established.
I thought it would be useful to share the main components of a typical marketing programme for a squat practice, albeit each circumstance will have its own specific requirements depending on the business objectives, location, demographic target and so on.
Let’s take a look at the marketing channels you need to consider and how to make them work best for you. I’ll start with the digital techniques and then also touch on more traditional mechanisms which still have value.
Launch an excellent website
Done well, a new practice website will probably be the best marketing investment you make. Properly maintained and updated, it will continue to bring a steady flow of new patients to your practice and also provide a very useful source of information for existing patients.
When setting up a new business, you need to start work on your website at least three to four months in advance to ensure that it’s ready to launch on time. You may also wish to use a holding page on your website domain to notify new patients that the practice is opening and to encourage them to register their interest in advance.
One thing which is very important to understand is that a website alone will not simply work without ongoing optimisation in the search engines. In the UK this is primarily Google and ideally you need your site to be up there amongst the top three positions. So please seek advice on how best to achieve this and also how much you need to budget for your own location.
To give a rough idea for budgeting purposes, a new website will likely cost anything between £3 – £5k and search engine optimisation anything from £300/month upwards. Expert assistance in these areas is not cheap but is well worthwhile.