Digital Marketing.
As 2020 winds down this month there are still a lot of questions that we can’t answer.
How soon until a vaccine for COVID-19 is distributed?
When will the pandemic end?
When will we return to business as usual?
For dental clinic owners, that last question looms large. With COVID cases spiking across the country and the probability that very soon only essential businesses will be allowed to keep their doors open to the public, it’s crucial to take a long view of the marketing landscape.
Because there are so many unanswered questions, the marketing trends for 2021 have a slightly different focus than might be the case in a typical year. Here’s what’s on the horizon.
Focus On Patient Retention
I’ve talked a lot before about how much less it costs to retain existing patients than to win new patients. In 2021, it’s going to make a lot of sense to put your marketing budget into patient retention. Holding steady in a global crisis qualifies as a win.
Social media and email are the best tools you have available to drive patient retention. By encouraging existing patients to follow you on Facebook or subscribe to your list, you’re gaining the ability to stay in touch with them. You can offer special promotions, keep them informed, and remind them of why they chose your dental clinic in the first place.
Service Availability As A Priority
We’ve all experienced issues with availability as well as delays due to the pandemic. The key to patient retention is ensuring that your patients have access to your services. And, if they don’t, letting them know why.
For dental clinics providing services, you may need to think about alternative or extended hours and other adaptations to meet your patients’ existing needs. At the same time, you’ll need to communicate clearly about delays to minimize the risk that patients will abandon you for a competitor.
Marketing Automation
Marketing automation has been a trend in digital marketing for years now and that’s not going to change. 51% of companies were already using marketing automation as of the end of 2019 with a slight edge to B2C companies. However, 58% of all B2B companies said they planned to add automation.
Automation can include everything from simple fixes such as email autoresponders, to complex solutions such as chatbots and digital assistants. Chatbot technology is within reach thanks to free chatbot builder tools like Chatfuel and MobileMonkey. You don’t need to pay a programmer to build an effective bot.
Interactive Content
There’s no doubt that there’s still room for static content, meaning content that your followers read, watch, or listen to on their own. That said, one of the biggest content trends for 2021 is the rise of interactive content as a way of engaging patients and providing value at the same time.
Interactive content can take many forms, including:
- Calculators
- Quizzes
- Questionnaires
- Games
- Polls
- Interactive Videos
The reason for the rise is two-fold. First, interactive content is fun for your followers and can make them feel more engaged with your clinic and brand. Second, the data you collect – whether it’s in the form of quiz responses or information entered in a calculator – will help you learn about your audience. You can use the information you collect to fine-tune your digital marketing and increase new patient acquisition and patient retention.
List Segmentation
Another key element of patient retention is list segmentation. With marketing budgets shrinking, it is far more cost-effective to segment your list than it is to send the same emails to everyone expecting to get a high conversion rate.
Segmentation can be done using any factors you choose, including:
- Previous bookings
- Service preferences
- Location
- Industry
You have the option of segmenting your list based on the data you’ve collected from your subscribers, or asking them to self-segment by sending out a survey or email where they can opt into and out of your content. Either way, the result is better targeting and a higher return on your investment.
Automated Bidding For Google Ads
In-house automation isn’t the only way to streamline your digital marketing in 2021. While automated bidding for Google Ads isn’t new – it was first introduced four years ago – it has been greatly improved in the past year.
The benefits of automated bidding are clear. By taking advantage of automation and letting it handle bidding adjustments, you can dedicate your valuable time to improving your PPC ads and increasing your marketing ROI.
Optimizing For Voice Search
Voice search optimization isn’t an option anymore – it’s a must. 40% of all internet users in the United States have used voice search and those numbers are only going up. If you’re ignoring voice search in your optimization efforts, you’re making a mistake.
You can optimize for voice search by making the content on your website conversational and accessible. Keep in mind that conversational still needs to apply to your audience. If you own a B2B tech company, for example, your audience’s conversation may include jargon.
Instead of focusing on short keywords, try building your content around common questions and responses. Using questions in your blog headings and other content – and having a robust FAQ section on your website – will make it easy for potential patients to find you using voice search.
Non-Linear Patient Journeys
The rise of digital has undoubtedly shaken up traditional marketing. When you consider the many ways that a potential patient can learn about a clinic or service, it’s hardly surprising that you can’t count on a linear patient journey to be the result.
How to respond? The trend is toward an omni-channel digital marketing strategy that includes:
- Website content
- Social media
- Advertising
- Mobile apps
- Chatbots
Your goal should be to provide any patient or potential patient with a seamless experience across channels. Patients should get the same tone and information on Facebook that they do from a chatbot on your website, your mobile app, or your landing page.
Overall, agility is going to be the name of the game in digital marketing in 2021. We can’t know yet what the new year will hold, but dental clinics that remain flexible and adaptable have the best chance of continued growth and success.
We know everyone is struggling right now. But we know the dental industry, and if you would like to talk with our Dental Marketing Heroes experts about upping your digital marketing game for 2021, simply connect with us here.
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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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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