Dental practice marketing is an essential component to the success of a particular dental practice when reaching out to potential new patients and retaining existing loyal ones. No matter what channel a practice chooses to pursue for its promotional endeavors - be it through direct mail pieces such as dental postcards or with a comprehensive email marketing campaign - a well-thought-out and carefully crafted marketing effort can make all the difference. To that end, here are some common dental marketing mistakes to avoid while working in conjunction with the right dental practice marketing company.
Not finding the source of new patients
Information is power, and marketing executives armed with as much data and information as possible will be able to make better decisions on the campaign moving forward. One particularly important metric for dental practices to keep track of in order to gain maximum returns from their marketing campaigns is tracking the source of new patients, according to Healthcare Success. Figuring out whether patients are swayed by promotional materials they received from your practice before deciding to visit will let you know if your campaign is effective. Without this information, dental practices could simply be throwing money at an unproductive proposition, without making the necessary changes in strategy.
No email list or follow-up plan
One of the great aspects of email marketing is that it allows practices to keep in regular touch with their patients, creating a sense of customer loyalty. According to The Wealthy Dentist, existing patients are a great source for creating additional revenue for the practice. Email marketing lets both dentists and patients follow up with each other consistently. Through well-constructed emails, dental practices can keep reminding patients of the numerous services offered while letting them know just how valuable they are.
Targeting the wrong neighborhood
Sending dental brochures and other mailers to the inappropriate neighborhood will ultimately be an inefficient use of time, money and resources to the dental practice. One thing to keep in mind is locality. Research has shown that patients prefer visiting a nearby dentist, so outline a radius before embarking on the campaign. Additionally, the wealth of consumer data available to marketing executives allows them to make more informed decisions on specific demographics to target.