Last week I had a couple of conversations with Invisalign dentists who were looking to switch their marketing partner due to treatment bookings falling away quite considerably. Following detailed discussions and analysis of data from their failing campaigns, it was clear that several factors were in play.<\/p>\n
In today\u2019s blog we\u2019ll take a look at why orthodontics campaigns of this type can often succeed but then progressively begin to fail – and what you can do about it.<\/p>\n
This is perhaps the biggest factor and one that will dilute the efforts of even the best social media marketing agency<\/a>. Quite simply, more and more practices are jumping on the Invisalign bandwagon as the promise of lucrative treatment revenues prove difficult to resist.<\/p>\n To put this into context, we are aware of one dentist in the NW who is training all eleven of his team to deliver \u201cInvisalign Go\u201d across two practices. We believe that the initiative is questionable as even with a high-profile marketing campaign, delivering sufficient new Invisalign patients to keep eleven dentists happy is quite some challenge! Perhaps a couple of trained dentists at each location and then ramp up may have been more realistic and sustainable.<\/p>\n The majority of our clients are now offering Invisalign or an alternative clear aligner, but there are only so many patients within a given area who are looking for treatment at any given time. Competition has increased significantly and it looks like this will continue.<\/p>\n As the number of dentists offering Invisalign has increased significantly, so have the number of marketing agencies offering ‘magical’ solutions to deliver patients. We are seeing more extreme methods being employed by some agencies to try to keep their ads most prominent. For example using multiple ads and switching ad copy twice a week to keep the content fresh. Regular ad maintenance has always been important but \u201cblanket bombing\u201d of this nature has only started to appear more recently as agencies struggle to remain relevant.<\/p>\n Of course this additional intervention has resulted in increased costs to the dentist with some agencies now charging in excess of \u00a32.5k + vat per month to manage campaigns \u2013 this is without the click costs! Increased maintenance costs coupled with reduced number of cases means significant margin erosion.<\/p>\n <\/p>\n As noted above, on one hand you have a few agencies who are trying to maintain their promised delivery rates by upping their game. On the other you have many more agencies that are resting on their laurels and doing little or nothing to try to compete in the overheated Invisalign landscape.<\/p>\n Here we see tired ad campaigns which are not being updated, poor demographic and regional targeting and lack of transparency with reporting. It\u2019s surprising just how many dentists allow poor performance like this to go unchallenged.<\/p>\n We have quite a lot of evidence to suggest that the general public is becoming increasingly savvy when it comes to shopping around for Invisalign. They can see the significant proliferation of dentists who have been on short-courses to offer \u201clite\u201d versions of orthodontic treatment and they appear to be seeking out more experienced practitioners who have years of experience in the discipline. This is understandable and you should be under no illusion that it will be a challenge to attract new cases if you only recently qualified; particularly when the orthodontist just down the road is also offering Invisalign at competitive prices (hint \u2013 lots of them are!)<\/p>\n Here are the key elements you need to manage to ensure that your Invisalign case load grows and subsequently does not start to slip away:<\/p>\n We are receiving more and more enquiries from Invisalign dentists who are becoming disenchanted with their orthodontics marketing<\/a> and diminishing returns. Reports vary from a fall off in enquiries to increased costs and often both.<\/p>\n Above we\u2019ve discussed some of the reasons why Invisalign marketing can go stale, how agencies need to be tasked to maintain performance and what you can do at the practice to help.<\/p>\n If you would like to discuss in more detail or would like your current campaigns audited, please get in touch with the Dental Media Invisalign marketing team on 01332 672548<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":" What\u2019s happening and what can you do about it? Last week I had a couple of conversations with Invisalign dentists who were looking to switch their marketing partner due to treatment bookings falling away quite considerably. Following detailed discussions and …<\/p>\nAgency saturation<\/h3>\n
Agency mismanagement<\/h3>\n
Patients are becoming increasingly selective<\/h3>\n
What can you do to grow and maintain Invisalign case load?<\/h3>\n
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Summary<\/h3>\n