Let’s face it, not everyone has a marketing budget the size of the national debt. Yet in a competitive industry such as dentistry, you still need to market, especially if you’re looking to grow. So the question is, how can you market to potential patients without blowing your conservative marketing budget clean out of the water? Here are 9 great ways that you can do exactly that!
Make yourself known
Networking is a great way of getting yourself known in the local community. What’s more, it really doesn’t cost anything bar a slice of your time. Seek out key influencers and make an effort to join their circles. Are there business clubs in your area or networking events that you can join? What about going into schools and chatting to the kids about children’s dental care? All of these things can help to spread the word about your practice and put you firmly on the local map.
Teaming up with local businesses
There will be many businesses in your area that have a distant link to dentistry. Businesses such as fitness clubs, health spas, and hairdressers, for example, are all in the business of helping people to look and feel good. With this in mind, why not talk to them about displaying their promotional material in your practice if they reciprocate with yours. Not only is it a win/win situation, but it’s also zero cost too.
Low-cost incentives
Incentives are frequently used in marketing circles and not without good reason. Studies show that people are more likely to make a purchase or use a service if they know they’re getting value. Incentives help to maximise that value. As a dentist, for example, you might be able to offer to say £20 off a patient’s next treatment when they introduce a new patient to your practice. Alternatively how about giving away a free clean and polish when a new patient registers. The trick with incentives is to think low cost but high-value perception, so be original and make it interesting.
Social media
It seems that everyone’s on Facebook and Twitter these days and dental practices should be no exception. Seek out the person who is most experienced in this field and get them to head your social media activity. The trick is to provide engaging and informative content that people want to share, not just fill it with a load of self-advertising. If done right social media is an incredibly powerful marketing tool for any business.
Patient/Google-friendly website
It’s not enough to simply have a website these days. Instead, it needs to be filled with informative patient-friendly content, but it also needs to be Google friendly too. Did you know for example that more than 75% of new patients make an online search the first port of call when looking for a new dentist in their area? After word of mouth, your website is the most powerful marketing tool you have in your arsenal, so make sure it’s fully maximised. Okay so this mightn’t be low cost, but it is a necessity.
Maintain a great physical presence
Ask yourself this. How visible is your practice for passers-by? As silly as it sounds many practices don’t have sufficient signage so that they can be noticed from the road. Even when they do, it isn’t always clear what their business is. Why not take yourself 100 metres down the road and walk past your practice? Don’t forget to be honest and cast a critical eye.
Flyer dropping
Most towns have a free newspaper that’s delivered to local houses in the area. Why not contact the publisher about placing a promotional flyer or leaflet inside each copy. Make sure it’s customer-focused and contains a time-based incentive (e.g., free first check-up if you register before the end of July). Just like networking it’s a great way to get your name out there, except this time you’re doing it via a leaflet.
Public relations
If you’re a new business in town you’ll have a story to tell so why not contact your local newspaper and ask them if they would do an interview with you. Explain how your dental business stands out from your competition and entice them to give you a try. A little good PR goes a long way.
Hold an open evening
Finally, how about holding an open evening where people can come along to your practice and take a look round, meet the staff, and maybe get some quick advice. You could also include quick demonstrations on how to best to brush, floss, and care for your teeth, plus of course, the obligatory glass of bubbly. It doesn’t have to cost a lot to set up, just a little PR (see above) and a little organisation.
So there you have it, 9 great ways to grow your practice without blowing your marketing budget. Remember if you’re prepared to do what others won’t today, you can achieve what others can’t tomorrow!
