Dental Marketing – Basic Principles Lay a Foundation For Results

Marketing is vital to building a successful dental practice. By clearly defining its services and reaching out to the community in targeted ways, a dental practice can create and keep a stable customer base and ensure long-term profitability.

Like all business marketing, dental marketing requires a coherent strategy that will communicate the practice’s mission and services to potential clients. A strategy provides the framework within which the practice can carry out its marketing plan. A goal-oriented plan provides the specific action steps that connect customers and services.

For example: A dental practice sets the goal of increasing its customer base by 20 percent in one year. The marketing strategy is to contact potential clients through referrals, the Internet and direct-mailing. The plan involves establishing incentives for referrals, building a website and creating an effective postcard for mailings. Having goals and a plan to reach them allows the practice to measure its results and respond effectively to a changing marketplace.

The overall marketing mission can be divided into five stages:

Define your goals.
Do your research.
Develop your strategy.
Implement your plan.
Measure your results.
This process allows a dental practice to use its time and money in the most effective ways possible.
SMART principles are useful tools for building a marketing plan. This easy-to-remember acronym refers to goals that are specific, measurable, achievable, realistic and time-based. Applying these principles throughout the five-stage process can keep a plan on track and increase its probability for success.

o Be specific in all aspects of your planning and execution. For example: Your goal is to increase the total customer base by 20 percent in one year. Your overall marketing budget is $50,000 and will be spent in three distinct ways: improving referrals, a website upgrade and direct mail.

o Establish measurable goals and measure your results. Vague goals and loose plans can sink your marketing efforts. Being specific when goal-setting allows you to measure your progress. The goal to build the customer base means little without knowing how much you want to build it. A starting point and a goal allow you to assess the effectiveness of your marketing plan and make meaningful adjustments along the way.

o Your goals should be achievable. Market research will assist you in establishing objectives you can reasonably hope to meet. By understanding the competitive landscape and the best methods for reaching out to your community you can establish reasonable expectations for growth. Shooting for goals that cannot be met – doubling your client base in two months, for example – can waste your money and your time.

o Be realistic. An effective dental marketing plan begins with the honest assessment of your services, skills, budget and competition. A dental practice must fit with the needs and demographics of its community; a marketing plan must operate within a budget; and the marketing methods you choose must have the potential to succeed.

o A time-based plan keeps you on track. Specific, achievable and realistic marketing goals should be laid out in a time frame that allows you to measure their effectiveness. Some marketing methods may produce results faster than others. You want to give an approach enough time to produce results, but not so much time that you waste resources on a dead end. For example, a direct-mailing may yield a surge of business, while building a website may build business slowly over a period of time.

These basic principles can set the foundation for a profitable dental marketing strategy and allow the practice to respond quickly and effectively to changing market conditions.

Dental Practice Marketing – 3 Approaches to Grow Your Business

Marketing methods that focus on building relationships can help dental practices attract new customers. Because trust underlies a good experience at the dentist’s office, confidence in the dentist’s skills and a personal bond with the staff can keep people coming back.

Three dental practice marketing techniques that can highlight relationships are:

Referrals.
Website outreach.
Direct-mailing.
Referrals
Personal referrals from existing clients may be the most effective low-cost approach to marketing. A personal recommendation from a client is the kind of endorsement nearly impossible to recreate through other forms of advertising.

From direct experience, a client can convey trust in the dentist’s skill and confidence in the dentist’s ability to provide quality care. If a client has a good experience, he or she is likely to talk about it in detail: from the atmosphere in the office waiting room, to the staff’s caring attention, to the dentist’s competence, to the visible results. This kind of recommendation can begin a new relationship with the dental practice before the potential client walks through the door.

To promote personal referrals a dental practice can offer incentives such as discounts on office visits for referring a new client or gifts for a successful referral. This recognition not only rewards a client for making a referral, it builds on an already good relationship.

A second kind of referral is a business-to-business recommendation. Dental practices of various types can refer clients to each other. If a client has a good relationship with his dentist, he is likely to accept his dentist’s recommendation of an orthodontist or periodontist, for example.

Website outreach

Reaching out to prospective and existing clients through the Internet is another avenue for building personal relationships with customers.

Through its website, a dental practice can do more than explain the office’s services and qualifications in detail. The dentist and staff members can introduce themselves personally through either written statements or video clips. Clients can be invited to post comments about their experiences or appear in video clips talking about their care and even showing the results. Other interactive possibilities include directly answering customer questions or holding an online drawing for discounted services or prizes.

In these ways the website can be used to build personal relationships between the dental practice and clients. The confidence and trust that come through building personal relationships will allow the dental practice to establish the stable client base that is crucial to long-term success.

Direct-mailing

Advertising through the mail is another opportunity for connecting with clients. The postcard advertisement can remind clients to schedule their next appointment, can announce new services or discounts, and can provide customer testimonials.

Because of its limited size, a postcard mailing must be eye-catching and concise. While a creative design may get a client to look at the card, the message must be clear and simple: 20% off a replacement crown; time for your six-month cleaning; provide a referral and get a free cleaning.

A brief customer testimonial can fit on a card, too. A photograph of a client and a sentence or two is all it takes to re-enforce that crucial personal relationship.

As you know, quality dental care can change people’s lives, and effective dental practice marketing can secure the healthy, long life of your business.

How to Develop an Internet Network Marketing Recruiting System

This article is part 4 of 5 in a short series, which has been put together to show you how build massive amounts of leverage into your Network Marketing campaign, regardless of whether you are building your Network Marketing business Online, or using traditional techniques. As any successful Entrepreneur will tell you, the key to achieving financial freedom in any business is by leveraging your personal time and efforts, putting systems or people to work for you.

In this fourth article you will begin to learn how to take your Network Marketing business global using nothing but the Internet! You have probably heard the hype about using the Internet to build your Network Marketing business, but maybe you are unsure where to begin. If so, keep reading:

In 2007 more than 475, 000 people joined the direct sales industry each and every month, resulting in almost 6 million people becoming involved in the industry in that year alone. Current Internet usage statistics suggest that more than 70% of North Americans and 25% of the world’s total population now have access to the Internet. This means 2 things: Firstly, Network Marketing is becoming a massive trend in industry today and secondly, a huge proportion of people around the world are turning to the Internet to simplify everyday activities such as shopping, conducting research, as well as networking and socialising. This is all good news for Internet Network Marketers!

Knowing this, what better place to build your Network Marketing business than on the Internet? Also, Network Marketing is primarily a business of sharing information, both about products and home business opportunities, and the Internet was created for the purpose of sharing information (The Information Super-highway!).

An additional benefit of harnessing the Internet to build your Network Marketing business is that you can leverage your own personal time and efforts. Websites and blogs can be accessed 24 hours per day, 7 days per week by anyone around the world and auto responders can be used to stay in regular contact with your site visitors via email.

With this in mind, I recommend setting up a website or blog where you can post generic information about your company’s line of products, or alternatively to discuss the benefits of owning a home business. As long as you keep your website or blog generic, you will not be infringing any of your company’s compliance regulations. You can then direct your visitors to your company website to learn specifics about your products and opportunity.

The next development that I recommend is to incorporate an opt-in page, where your visitors can register to receive an information pack. Again, keep the information pack fairly generic and use it to direct your subscribers to areas of interest on your own site and your company’s site. This enables you to drip feed information to your prospects and gradually creates intrigue and interest, as well as building trust.

There are a number of strategies that you can employ to generate your own free leads and there are also methods that will enable you to earn an income stream from leads who do not decide to join you in your business. One approach used by many successful Network Marketers is the funded proposal system, which is definitely worth researching if you are looking to build a successful business online.

The best part about learning how to build your Network Marketing business Online is that you will not need to start from scratch. Learn from others who have already been where you are now. Aim to follow people who have already made the mistakes and, as a result, have been able to find what really works!