The first quarter of 2020 brought us an unprecedented situation with a global pandemic that shut down parts of the country, creating economic uncertainty and record unemployment in the process. For a lot of dental practices, that meant taking a new approach to their marketing roadmap.
Now, the road ahead is clearer than it was. The big questions are: What will practices be doing to get back on track? What will the new normal look like?
Audit Your Marketing Roadmap Plan
The first thing I suggest is a thorough audit of your marketing plan. A lot of practices hit the pause button – or drastically reduced their marketing spending – when the pandemic hit. I suggest creating a short-term plan that takes the current climate into consideration, and then mapping out some long-term plans as the situation evolves.
Evaluate Your SEO
Now is the time to make SEO changes. If there are changes in the way you do business that may impact the way patients search for your practice, you’ll need to incorporate them into your Google Ads and website.
Focus On Patient Retention
It’s always less expensive to retain existing patients than to attract new ones. This may mean revamping your communication strategy, improving the patient service experience, or revising your automation to better reflect the current environment.
Use Your ROI To Adapt
You should be tracking your ROI on every advertising and marketing channel and eliminating those that aren’t delivering results. Doing so will allow you to redistribute funds to the channels that are working.
Invest In Marketing Automation
Using this time as an opportunity to streamline your marketing and set yourself up for future success is the smart thing to do. Marketing automation will save you a ton of time and money in the long run.
