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Data Driven Dental Marketing

 

You’re paid for your opinions inside the practice… but when it comes to marketing, you should let data take the wheel.

There are a lot of misconceptions when it comes to dental marketing, because a large percentage of the crowd just doesn’t know what they’re doing.

Here are a few common problem areas:

“What’s the point of a Facebook page…? My patients don’t want to connect with their dentist.”

Wrong. You need a Facebook (and other social media) page because your patients DO want to connect with you. Trust, is one of the largest selling factors these days. You need you gain patients trust and loyalty in order to get referrals and keep them coming back year after year. This is part of the reason review websites like Yelp have grown so quickly.

People want to know who you are behind the business. It’s hard enough to find a reliable, affordable, and quality dentist… finding one you enjoy spending time around is just icing on the cake. Get personal with your patients in order to thrive in a world where the internet puts your competition merely two clicks away.

“Why should I force my patients to give me their emails? They just get annoyed at me for asking.”

Email marketing isn’t the future.. it’s the present. Get with the times.. because it’s getting harder and harder to keep the attention of patients. Even if you aren’t using email marketing for your marketing… it’s a necessity when it comes to staying in contact with your current patients. Unless you have their cell-phone number to send SMS, or their email, your messages are going to fall on deaf ears (figuratively, of course) for the majority of the day.

Phone calls are seen as intrusive, and lots of people won’t pick up because they don’t want to be bothered by a non-friend. On the other hand, people go everywhere with their smart-phones, and a text-message or email is MUCH less intrusive. Re-frame the situation into a positive. 

The key to asking (and getting) an email from a patient is framing the situation in a positive way. You aren’t collecting their email to send spam… you are “collecting their email so you don’t need to bother them with a phone-call.. and they can read it at their convenience.”

“Can’t I just run my practice offline, like the good ol’ days?”

Sorry… it just doesn’t work like that. It’s not that patient loyalty has fallen in recent years… it’s that information has become more plentiful. With the rise of social media, review websites, and in-depth local search queries rising… dental practices (along with all small businesses) are realizing that the “local” advantage is getting smaller and smaller each year.

So what does this mean? Don’t worry just yet. This just means you need to adapt to stay at the top of your game. Learn how to connect with your patients in the exact same way you normally do… but now translate that into the online marketing world. If you provide a quality service at your dental practice, you have nothing to worry about. Those other guys, on the other hand… have a LOT to think about.

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