Your Next 30 Days Of Dental Marketing Plan…
COVID hit dental clinics hard, but now that things are starting to reopen, you need a plan – a plan that prepares Your Next 30 Days In Dental Marketing.
Marketing in a time of economic crisis is no joke. But you already know that.
Let’s face it: it’s difficult, at best, to know how to handle your marketing when unemployment numbers are high, spending is low, and uncertainty is everywhere you look.
And yet, for all that, marketing is a must if you want your business to stay afloat.
For your business to survive, it’s a must to come up with a marketing plan that’s:
- Practical
- Affordable
- Achievable
- Effective
If you can’t do that, then you may find yourself struggling.
The good news is that we’ve done some of the work for you. Here’s your 30-day marketing plan to reopen your business.
Week 1 – Preparing to Reopen Dental Marketing Plan
Reopening your business should be guided by recommendations from the CDC and local officials. You may have specific guidelines to follow and safety measures to implement. You should put those in place first before you do anything else.
Once you’ve selected a reopening date, here’s what you should do in the week before you announce your reopening.
- Review your competitors’ websites to see how they’re handling reopening – and don’t be afraid to use their ideas in your own marketing!
- Prepare a written reopening policy and distribute it to employees.
- Update your website with a statement about COVID-19 if you have not already done so. Make sure to include details about the steps you’ll be taking to make your business space safe for employees and patients.
- Highlight any changes to your business, including changes in your hours of operation, occupancy limits, and delivery service, to make it easy for visitors to learn what’s new.
- Craft a public announcement about your reopening. Highlight the most important details about your reopening policy and include a link to your full statement.
- Create custom graphics to go with your written announcement.
- Post your announcement on social media and email it to your list.
- If you can, spend a little money to boost your announcement post to make sure your target audience and the broader community sees it.
- If your business hours have changed, make sure to update your listings on Google and crowd review sites such as Yelp, so that people who are looking for businesses like yours will have up-to-date information.
Assuming it’s legal to reopen in your area, you may still have some work to do to make sure that your patients trust you to prioritize their safety. Bottom line: know who your patients are and do what you need to do to make them feel confident they can trust you.
These steps will help you reopen safely while communicating the most important information about reopening with the public.
Week 2 – Reopening Marketing Plan
When you reopen, you’ll need to take some steps to get people to come into your dental clinic. Here are some of the things you should consider during week two of your plan.
- Add some signs and notices outside of your store to let passers-by know that your business is open. This is the kind of low-key and inexpensive marketing that can make a big difference in your foot traffic.
- If necessary, include written guidelines and signs explaining the terms of your reopening. These may include:
- Occupancy limitations
- Customer requirements (wearing masks, in-car check-ins, maintaining social distancing)
- Employee requirements (not working while sick)
- Devise a marketing campaign that will incentivize your patients to come back to your business.
Here are some examples of the type of campaign you might consider:
- Creating urgency around the speed with which appointment spots are being booked up.
- A limited-time offer on a specific product or service – like teeth whitening or electric toothbrushes.
- A reopening event with prizes and games (socially distanced of course).
- Free product or service demos and training.
The option you choose should be designed to appeal to your customer base. By offering clear value and addressing their needs, you’ll be more likely to have a successful reopening.
Week 3 – Campaigning Marketing Plan
Once you have had a successful reopening, it’s time to devise an ongoing marketing campaign to help you bring former customers into the fold and attract new customers at the same time.
Marketing during a pandemic must address ongoing concerns about health and safety. You may want to create social media posts and ads to let customers know about:
- Contactless payment options
- New products or services related to the pandemic
- Mailing lists and text notifications
- In-car check-ins and new safety procedures
During this time, you should also think about putting some money into a video message thanking your customers who have come back. Remember, video marketing doesn’t need to be expensive. Even a simple Facebook Live video or a video you shoot on your phone can help you connect with patients.
Week 4 – Expanding Your Base Dental Marketing Plan
As you move into the last week of your 30-day plan, it’s time to think about what you’ll do for the next 30 days. Here are some of the things you should prioritize.
- Ramp up your social media presence. Even after you reopen, the chances are good that your customers (and potential customers) will be spending more time on social media than usual. You can build trust and brand recognition with them by creating and sticking to a social media posting schedule.
- Share relevant information about your business as it relates to the pandemic. You may discover that you need to change certain elements of your plans (for example, altering hours or adding new precautions) as you see your plans put into action. Everything should be clearly communicated to your customers.
- Solicit opinions. As you get back to business, it’s likely that your patients will have thoughts, ideas, and requests about how you’re operating and what you could do better. You may want to consider creating a customer survey and posting it on social media or emailing it to your list. This is a good way to connect with customers and let them know you care about their opinions.
The key to a successful reopening is communication at every level. Your 30-day marketing plan should make your patients aware of how your business has and will continue to address concerns related to the pandemic.
This Next 30 Days of Dental Marketing Plan will help you take the first steps, but for many practice owners you won’t have a lot of time to implement the plan. That’s where Dental Marketing Heroes comes in. Not only do we create marketing plans that deliver, but we also implement those plans on a daily basis so you don’t have to worry about the details. Talk to a Dental Marketing Hero today to learn how.
About the author
Ian Cantle is passionate about helping dental practice owners achieve their dreams by helping them systematically grow their practices, beat out the competition, and give back to their community.
Ian is an author and expert in the fields of strategic marketing for local businesses, SEO (Search Engine Optimization), and Web Design.
Want to discover the Dental Marketing Heroes difference, book a free discovery call or call us at 905-251-8178.
Ian Cantle is passionate about helping dental practice owners achieve their dreams by helping them systematically grow their practices, beat out the competition, and give back to their community.Ian is an author and expert in the fields of strategic marketing for local businesses, SEO (Search Engine Optimization), and Web Design.Want to discover the Dental Marketing Heroes difference, book a free discovery call or call us at 905-251-8178.
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Tips for Creating an Effective Direct Mail Campaign
When planning your direct mail campaign as part of your dental marketing plan, it's important to consider your target audience and create personalized, engaging content. Utilize eye-catching visuals and compelling calls to action to encourage recipients to take action, whether it's scheduling an appointment or visiting your website for more information. Additionally, make sure to track the success of your campaign by monitoring response rates and ROI to make informed decisions for future marketing strategies.
Another key tip for creating an effective direct mail campaign is to integrate it with your overall marketing efforts. Coordinate your messaging across different channels, such as social media and email marketing, to reinforce your brand and reach a wider audience. By leveraging the power of direct mail alongside digital marketing tactics, you can maximize the impact of your campaigns and attract more patients to your dental practice.
The Importance of Building and Maintaining Good Online Reviews
Positive reviews from satisfied patients can have a significant impact on your dental practice's reputation and attract new clients. Encourage your patients to leave reviews on platforms like Google My Business, Yelp, and Facebook to showcase the quality of your services and build trust with potential customers. Responding promptly to both positive and negative reviews shows that you value feedback and are committed to providing excellent patient care.
To generate great dentist reviews, consider implementing a review generation strategy that includes incentives for patients, such as discounts or freebies, for leaving feedback. Highlighting your best reviews on your website and social media profiles can also help build credibility and establish your practice as a trusted choice for dental care. By nurturing a positive online reputation, you can differentiate your practice from competitors and attract more patients seeking quality dental services.
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Frequently Asked Questions
How do I assess a consultant's effectiveness?
To assess a consultant's effectiveness, focus on tangible results, alignment with your goals, clear communication, and the consultant's ability to adapt to your changing needs.
What are common dental practice marketing strategies?
Some common dental practice marketing strategies include search engine optimization (SEO), content marketing, social media marketing, email marketing, direct mail, and patient referral programs. These tactics can help attract new patients and retain existing ones.
How can a dental clinic increase patient acquisition?
A dental clinic can increase patient acquisition by implementing effective marketing strategies, such as improving their online presence, leveraging social media, and offering promotions or incentives to attract new patients.
What roles does a marketing consultant fulfill?
A marketing consultant helps develop and implement effective marketing strategies, analyze data, identify growth opportunities, and provide guidance to improve a business's marketing efforts and overall performance.
Can consultants improve online marketing efforts?
Yes, consultants can improve online marketing efforts by providing strategic guidance, analyzing data, and implementing proven tactics to enhance a business's digital presence and drive measurable results.
What metrics measure marketing success for dentists?
The key metrics for measuring marketing success for dentists include new patient acquisition, patient retention, average revenue per patient, patient referrals, and return on investment (ROI) from marketing campaigns.
How often should marketing strategies be revised?
Marketing strategies should be reviewed and revised on a regular basis, typically every 6-12 months, to ensure they remain relevant and effective in responding to changing market conditions, competitor actions, and customer needs.
What digital marketing trends impact dental clinics?
Digital marketing trends impacting dental clinics include increased focus on patient experience, rise of telemedicine, growth of social media marketing, and optimization for mobile devices.
How to balance traditional and digital marketing?
Balancing traditional and digital marketing involves strategically combining both channels to maximize reach and engagement. Integrate print, broadcast, and direct mail with a robust online presence, social media, and targeted digital campaigns for a comprehensive marketing strategy.
How to choose the right marketing agency?
Look for an agency with proven dental marketing expertise, transparent reporting, and a focus on delivering measurable results that align with your practice's objectives. Ensure clear communication and a collaborative partnership for long-term success.
What constitutes a successful marketing campaign?
A successful marketing campaign effectively targets the right audience, delivers a compelling message through the appropriate channels, and produces measurable results aligned with the organization's objectives.
How to gauge patient satisfaction with marketing?
Regularly gather patient feedback through surveys, reviews, and personal interactions to understand their satisfaction with your marketing efforts. Monitor metrics like website traffic, lead generation, and appointment bookings to assess the effectiveness of your marketing.
What should a dental marketing plan include?
A dental marketing plan should include strategies for patient acquisition, retention, and referrals, incorporating tactics such as website optimization, social media engagement, email marketing, and targeted advertising to reach and connect with the desired patient base.
How does a consultant optimize marketing budgets?
A consultant optimizes marketing budgets by analyzing data, identifying high-performing channels, reallocating resources, and implementing cost-effective strategies to maximize return on investment.
Are there specialized marketing tools for dentists?
Yes, there are specialized marketing tools and strategies for dentists, such as dental-specific SEO, social media management, lead generation funnels, and reputation management services to help grow dental practices.
What's crucial for a dental website's success?
A dental website's success hinges on a user-friendly design, compelling content, strong search engine optimization, and a seamless patient booking experience to attract and convert visitors into loyal patients.
How can SEO improve a dentist's online presence?
SEO can improve a dentist's online presence by increasing their website's visibility in search engine results, driving more targeted traffic, and enhancing credibility through higher search rankings.
What's the role of social media in marketing?
Social media plays a crucial role in marketing by allowing businesses to engage directly with their target audience, build brand awareness, generate leads, and drive sales through cost-effective and measurable campaigns.
How to create engaging dental marketing content?
Develop a content strategy focused on providing valuable information to your target audience. Use visuals, storytelling, and thought leadership to create content that resonates and builds trust with potential patients.
What innovative marketing tactics attract new patients?
Innovative marketing tactics that attract new dental patients include targeted social media advertising, creating a strong online presence, offering promotions for new patients, and leveraging patient referrals through loyalty programs.
How to manage patient feedback effectively?
Actively solicit patient feedback, respond promptly to concerns, use feedback to improve processes, and regularly communicate with patients about changes made based on their input.
Can targeted ads increase dental appointment bookings?
Targeted ads can be an effective strategy to increase dental appointment bookings by reaching potential patients who are most likely to need and seek dental services. Careful targeting and ad optimization are key to maximizing the impact on appointment bookings.
How to build a referral network through marketing?
Build a referral network through consistent content marketing, strategic partnerships, and exceptional customer service. Leverage testimonials, rewards programs, and personalized outreach to encourage existing patients to refer new business.
What are the compliance considerations in dental marketing?
Dental marketing must comply with regulations on patient privacy, advertising claims, and professional conduct. Practices should consult legal counsel to ensure marketing activities adhere to relevant laws and industry guidelines.
How to measure ROI from marketing expenditures?
Measuring the ROI from marketing expenditures requires tracking key performance indicators such as website traffic, lead generation, conversions, and revenue generated. Regular analysis of these metrics can help determine the effectiveness of marketing initiatives and guide future investments.
What's the impact of branding on patient loyalty?
Effective branding helps build trust and credibility, which can foster stronger patient-provider relationships and boost patient loyalty. A strong brand identity differentiates a practice, creating a memorable impression that keeps patients returning.
How to navigate competitive analysis in dental marketing?
Conduct thorough research on competitors' marketing strategies, identify their strengths and weaknesses, and use these insights to develop a unique value proposition and differentiate your dental practice in the market.
How can analytics improve marketing decision-making?
Analytics can improve marketing decision-making by providing data-driven insights into customer behavior, campaign performance, and marketing channel effectiveness, enabling more informed and strategic decisions to optimize marketing efforts and drive better business outcomes.
What is the importance of a marketing audit?
A marketing audit provides valuable insights into the effectiveness of a practice's marketing efforts, allowing for data-driven decision-making to improve ROI and better align strategies with business objectives.
How does a consultant streamline marketing operations?
A consultant can streamline marketing operations by evaluating current processes, identifying inefficiencies, and implementing more efficient workflows, automation, and data-driven decision-making to optimize resource allocation and improve overall marketing performance.
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Reopening your business should be guided by recommendations from the CDC and local officials. You may have specific guidelines to follow and safety measures to implement. You should put those in place first before you do anything else.
When you reopen, you’ll need to take some steps to get people to come into your dental clinic. Here are some of the things you should consider during week two of your plan.
Once you have had a successful reopening, it’s time to devise an ongoing marketing campaign to help you bring former customers into the fold and attract new customers at the same time.