1. Your Marketing Firm Should Do ONLY Dental Marketing
There’s an argument to be made for generalists is some industries, but attracting new dental patients isn’t one of those. Successful dentists employ a marketing company that understands the unique needs, wants, hopes, and fears of dental patients.
Not only that, but a dedicated dental marketing firm understands dentistry, at least well enough to explain it comfortably to the general public. If the marketing firm you choose doesn’t “get” dental patients and dentistry, you’ll be paying for their learning curve.
2. Great SEO Isn’t The Same As Getting New Dental Patients
SEO is designed to get prospects to your social media, YouTube page, and website. You’ll have eyes on you and your practice, which is great. You’ll have likes, shares, impressions, clicks, and followers. But what’s necessary is to convert those prospects into leads, and ultimately into appointed new dental patients.
SEO marketing won’t accomplish those necessary final, vital steps. If you’re paying big bucks just for search engine optimization , don’t be surprised if there’s no big uptick in new dental patient appointments.
The world’s best-looking dental website won’t get you a single new patient if nobody sees it. Yes, superior dental website design is necessary, but not sufficient, to put more new patients in your chairs. A company that offers only design services, but doesn’t understand dentistry or dental patients, is a waste of your money.
The design of your dental website is merely the picture frame. The content of your website, your website’s intuitive navigation, and the appropriate calls-to-action in the right places are what get your dental practice phone ringing.
4. Beware The Dental Marketing Firm That Doesn’t Offer Email Marketing
Choosing a dentist is a process. Google says that people consult an average of 10.4 sources of online information before making a buying decision. Your practice has to be most, if not all, of those sources.
The single best way to stay in front of your prospects until they’re ready to choose you is email marketing. Automating the email process ensures that the right prospects get the right information at the right times and in the right order.
5. Content Is Still King, And It’s The Rare Marketing Company That Does Dental Content Well
A marketing company that doesn’t understand dental patients will hype the doctor’s experience, training, memberships, and publications if any. Dental patients don’t care about any of that, dentists do. But you’re not trying to get more dentists in your chairs.
Successful dental content marketing addresses the needs, hopes, and fears of dental patients by emphasizing the potentially life-changing benefits of dental care from your dental practice. If your dental content doesn’t, you’re marketing to impress other dentists.
6. Advertising On Price, Discounts, And Insurance Gets You Low Case Value Patients
It’s the rare marketing company that can separate advertising from marketing. But it’s a distinction that is crucial to your success, unless you’re
happy getting price-shoppers, one-and-dones, and insurance-driven dental patients.
Dentists today are assumed to be competent. When your marketing consists of advertising on price, you’re not giving dental prospects any valid reason to choose you – that doesn’t leave you earning less. A marketing company that wants to advertise dental practices on price is a company you should avoid.
7. Your Current Marketing Company Won’t Get You The Better Dental Patients Out There
Roughly 30% of any given market is composed of dental prospects that have the ability and willingness to pay more for the right dentist. The traditional dental marketing approach doesn’t even give a nod toward positioning you as the right dentist in the minds of those better prospects.