Why you need a holistic dental marketing strategy

How new patients evaluate you *before* they get in touch

When it comes to marketing, many dentists have a few leaflets printed, perhaps build a website (often very basic) and little else. They then refocus on their clinical activities and hope that they’ve done sufficient to bring in new patients.

Unless they’re very lucky, this simply isn’t enough. At the other end of the scale, marketing astute dentists understand that a much more comprehensive approach is needed, including a high-performing website, SEO to make it prominent in Google, blogging, social media, local advertising and more.

So how do these elements combine to encourage new patients to get in touch when they are seeking new cosmetic treatments, or simply a family dentist for regular dental check-ups? Let’s look at a how a typical patient might find you, evaluate your services and ultimately make contact.

Before I buy your services….

On my way to work I pick up a local newspaper left on the seat of the bus. In there I see a professionally designed advert announcing the services of a new dentist in my local area. This was fortuitous as I was considering changing dentists and also potentially investing in some cosmetic dentistry to improve my smile. So I make a mental note of the name of the new dental practice and go on my way. On the way home after work, I take out my mobile ‘phone and Google the name of the dentist I’d read about earlier.

Encouragingly, I find a professional website which is easy to use on my small screen and presents exactly the information I need in a user-friendly way. I also read excellent patient testimonials and see examples of how the dentist concerned had really made a difference to people’s lives by giving them new smiles and enhancing the function of their mouths. I was particularly impressed by the short videos which which really held my attention and explained everything I need to know. So far, two points of contact with your brand.

But I don’t call then and there as I’m near my stop, so I park my research until I get home. The fact is, I’d like to check some more things before I make that call.

Further research

Later that evening at home, I fire up my laptop to do some further research but unfortunately I’ve forgotten the name of the practice! However, all is not lost and a search for “dentist near me” brings up your website prominently on page one of Google and in the local search results and I instantly recognise the name and lovely logo I’d seen earlier. I also see a good number of excellent reviews alongside your name which gives me further confidence that I may just have found a great new dentist. So three points of contact now.

I take another browse through the website which is equally as impressive on my laptop as on my mobile ‘phone. I also find some really useful downloads all about dental implants and tooth straightening which were kindly made available in exchange for me submitting my email address to the dentist’s mailing list. Apparently there are some good offers to be had periodically and I don’t want to miss out; so I’m more than happy to subscribe.

As a final check, I take a quick look at the practice’s Facebook and Instagram to see what else they get up to. I’m delighted to find a bunch of useful updates about the practice with further useful information and more stories about dental transformations they’ve performed. By now I’m really quite enthused! Before I resolve to switch to the new dentist, I take a quick look back at my old dentist’s website to see if there’s anything new to encourage me to stay. I find an old-fashioned website which looks like a stamp on my laptop and really has nothing to grab my attention at all. I’ve decided – it’s time for pastures new.

First contact

Next day I wait until my lunch-break, easily find the website on my ‘phone again and hit the convenient “click-to-call” number. My call is answered very promptly and professionally and immediately I’m made to feel welcome and an appointment booked. I was really pleased to be able to book in after normal working hours which was super convenient, and my clinical treatment was equally as good as the rest of my experience when moving across. I was so enthused by the whole process that I felt compelled to express my satisfaction by leaving a 5 star review on Google and broadcasting my experience to my friends on Facebook! My old dentist didn’t bother to get back in touch, but then I’m not surprised.

Summary

This is not a real story but it easily could be. Many new dental patients will be going through these same processes every day on their journey to discover new services. The key points here are that the successful business had established a professional brand presence in various forms, from a newspaper advert through to a great, mobile-optimised website and engaging social media content. The new patient interacted with each of these channels on four separate occasions before making contact. The message conveyed at each stage was spot on and ultimately encouraged the sign up.

However, imagine the scenario where one or more of those elements was not in place? A confusing website, minimal reviews, no meaningful social media presence – how would the patient have reacted then? Consumers are fickle and you really do have to go the extra mile to clinch the deal. It really does pay to have all of the marketing components in place and to take time to maintain and nurture them.

If you need any assistance with establishing and deploying any of the marketing mechanisms discussed above, please get in touch with the Dental Media team on 01332 672548 and we’ll be pleased to help.