A recent survey showed that 71 percent of individuals use online reviews as the first step in finding a new healthcare provider. Finding a good healthcare provider is essential to our well-being and everyday lives, as is finding good patients. What is the best way to match well-meaning individuals with intelligent, skilled, patient-focused dentists? The answer is in implementing a solid marketing strategy. This helps filter the good from the bad and match the right patients with the right providers.
A well-built marketing strategy consists of several components: a story, proper communication, and execution. Let’s explore each of these elements in further detail and how you can mirror these steps in your dental practice.
Finding Your Story
First thing’s first. We need to back up and define what makes you and your practice unique. We are looking for the driving force behind your entire marketing strategy. This includes your personal story, how you came to, and why you are passionate about dentistry.
An excellent example is West Columbia Dental. They are passionate about understanding the unique qualities in each individual and providing personalized care based on their specific wants and needs. This makes them especially attractive to new patients who value building trust and quality relationships with their healthcare providers.
Another example is Perch Dentistry. Founded by Dr. Shivam Patel and Dr. Denise Cua, Perch Dentistry brings a new approach by providing patients with a comfortable, spa-like environment, including special touches, such as pampering and refreshments to make you feel more at home. This is especially good for individuals who are typically anxious for healthcare appointments or find it difficult to relax in a medical setting. Perch Dentistry is an escape for patients to settle in and unwind.
Other angles for telling a story include something more personal, such as joining a family practice, fulfilling a lifelong dream, or discovering your talent in dentistry. Each of these approaches is acceptable, as long as they are unique to you. That is the underlying goal: to find out what makes you, well, you. From there, we can craft the perfect story.
Communicating Your Story
With the perfect story in hand and a vision of your practice, we next need to understand how to communicate it with your particular audience best. We want to see engagement from patients, connecting with you and your practice in a way that feels organic.
We also want to ensure your brand is cohesive. This includes creating a color palette, logo, and aesthetic that match your story, your purpose, and your desired feel. All of these elements need to be housed in one easily accessible location for your audience to visit. We call this your storysite: a website built around your story with the purpose of connecting with potential patients, drawing them in with an emotional connection, and converting leads to booked new patients.
Other important aspects that go into communicating your story are quality photography and videography. Multimedia content is becoming more and more essential to the growth and development of any business. According to a 2018 study, 72 percent of consumers prefer video to traditional written content. Your storysite should include testimonials, your backstory, or the story of your dental practice. This can be shared through the use of photos or videos. “Professional” is key here and well worth the investment, as consumers can easily identify low-quality content.
While the above is accurate, written content still needs to be on par. And the storysite needs to be intuitive, easy to navigate, captivating, and formatted for SEO and optimization. If you have the capacity, consider adding a blog, educational content, or live chat feature. These go a long way with individuals who are considering you as their new dental provider. According to the Lead Generation Institute, “Live chat allows prospects and customers to come into contact with your staff, have direct conversations, and build trust. . . . In fact, over 63% of customers using live chat tend to return to the same brand.”
Once your storysite is built out, you’re ready for the final step in our marketing strategy plan for dentists. This consists of data and analytics, fine-tuning, and increasing your client base and revenue.
Increasing Your Client Base
While the hardest part seems to be behind us, it’s only just begun. While having a stellar story, website, and content is great, it doesn’t matter if no one sees it. We need to ensure that we are on platforms where our audience spends their time. Do some market research, poll your current client base, and begin to absorb as much information as possible to determine where your desired audience spends their free time. There are several ways that patients can find you, so it’s essential to make a splash across multiple platforms and post consistent, high-quality content.
Facebook is the pillar of all current social media, so let’s start there. Ensure you have a page built out for your dental practice, and don’t be afraid to share it with your friends and family. Encourage your patients to follow you online and interact with your content. One great way to get this off the ground is to host a contest. For example, if users like, follow, and share your post, enter them to win a free check and clean. Once your following begins to grow, expand to other outlets such as Instagram, Twitter, and TikTok.
It is essential to remember to have consistency in branding across all platforms. Maintain your color palette, logo, voice, and content. Share videos and images from your website and include a call to action (CTA) such as “Visit us on our site” or “Click here for more information and to get in touch with a member of our team.” This is an ongoing process, as engagement and consistent posting are key to success and conquering the algorithm.
A clear marketing strategy—consisting of a story, proper communication, and execution—is key to success. By understanding yourself, the purpose behind your career and practice, and your audience, you can be sure to position yourself in the best place possible to grow your business and expand your client base. For assistance with communicating your story and building out your website, contact a member of our team here.