Modern Dental Practice Marketing

Vocus, a “cloud-based marketing and PR software” company, published a report called “State of the Media Report 2012: Evolving and Merging.” In it, we’re told that while pictures and video are becoming increasingly more important in PR, content that’s clear, concise, and compelling is still very important. And, furthermore, “Now, more than ever, we are seeing a crossover between mediums [digital and social media].”

What does this mean to you, a dentist?

1. Content is king.
   In this order, you need a website, Facebook page, blog, microsites, other social media, articles with backlinks, more microsites, more blogs, more social media interaction.
2. You must engage in social media.
   Every day, post original blurbs, ideas, comments, trivia, recipes, whatever you want on Facebook, and don’t neglect commenting on your fans’ posts. Once Facebook is mastered, add Google+ and Twitter.
3. If you aren’t marketing online, you aren’t marketing.
   More than a few studies tell us, your potential patients are online. They aren’t looking at the Yellow Pages to find a dentist. Besides word-of-mouth referrals, online marketing is your best bet for attracting new patients.

How can you apply this to your marketing plan? Read the rest of this entry →

This post is part two of “Is Your Dental Office Ready for a Patient Newsletter?”

Whether you build your own dental practice newsletter, have your office manager tackle the task, or use a service, these are 10 primary elements you need to consider.

1. Email list: You can’t send an e-newsletter campaign without email addresses! If you subscribe to Demandforce, Smile Reminder, or another patient communication tool, you probably have a list of patient email addresses. Dental offices without a patient email list should start asking for email addresses today. Some patients may not want to provide you with their email address, and that’s fine. Don’t let those few discourage you. Most of your patients will be happy to give you an email address, especially if you explain the purpose: to deliver your dental health newsletter.
2. Distribution Service: You can send e-newsletters through your patient communication tool, or you can sign up with a service like MyEmma.com. Many e-newsletter services exist, so do a little research and find one that’s convenient and user-friendly. You might put the task on your office manager, but if you do, be sure to assign a deadline. She should find a tool, write a synopsis, and send you her findings within a week. If you don’t have time for any of this, MDPM can handle all aspects of your newsletter creation and distribution.
3. Column Designation: Feature 3-5 regular columns in your newsletter. The more personal, the better. Don’t be that dentist who sends out generic newsletters. With Google, people can find information about dental health when they need it. Instead, feature articles about your patients’ successes in the community. Which of your young patients made the A-honor roll? Which of your adult patients volunteers at the food bank? You might include a recipe from a staff member, photos of your team retreat, and testimonials from happy patients. End your newsletter with an article about a special offer, contest, or new service. Read the rest of this entry →

Why have a newsletter?
The last study I read showed that attracting one new dental patient costs an average of $200. Retaining patients costs much less. In addition to personal phone calls, recall reminders, excellent clinical care, and superior customer service, a patient newsletter may help you retain patients—and attract new patients. A newsletter provides a tangible marketing piece that 1) puts your brand in front of your patients; 2) can be passed on to your patients’ friends and associates; 3) gives you an opportunity to stay connected with patients between visits.

Print or Email?
Internet marketing is dramatically outpacing print marketing. If you currently send out patient newsletters or want to start a newsletter project, consider the benefits of e-newsletters. You’ll have no printing, no paper, no collating or folding, no envelopes, no stamps, and no trip to the post office. Furthermore, with an e-newsletter, you can analyze success. Most distribution services provide data to show how many newsletters were received and opened, as well as how many were shared by email or on Facebook or Twitter. Your e-newsletter may reside on a permanent URL, so you can easily create an archive on your website. The biggest benefit to sending a newsletter by email? Cost. E-newsletters are considerably more affordable than print newsletters! Read the rest of this entry →