When consumers attend dental appointments, they want the interaction with the dentist and the care that is provided to remain private. Having teeth whitened or undergoing intensive surgeries can be embarrassing for some people, which is why numerous consumers prefer to avoid interacting with dental practices through social media channels and other online outreach platforms. For example, having a dentist communicate with a patient via Facebook to provide him or her with additional information specific to them may be unfavorable. It's important for dental patient marketing to be as sensitive as possible when reaching out to current and potential clients.
Avoid publicly visible online patient education efforts
Garnering a plethora of online followers and "likes" on Facebook or a similar site won't necessarily result in an increase in appointments or profit margins for dentists. It's important for dental advertising to take a more discreet approach and reach out to clients through direct marketing like mail or email.
Instead of posting educational content on patients' walls or sending direct messages to their inboxes, it may be more worthwhile to compile patient newsletters for people to read in the comfort of their own homes, without family and friends watching.
Many businesses believe that the more friends they have on Facebook, the greater their chances of improving profit margins will be. However, as social media has grown, it has faltered under the hype in some instances. Direct mail and email outreach, on the other hand, continue to provide marketers with noticeable results, improving impressions and conversion rates.
Patient newsletters educate patients
Dentists need to engage with clients in order to retain their attention and loyalty. Providing patients with educational content on the latest trends in oral care can present a practice as an authority in the industry. After all, some people don't know the difference between one dentist and the next, so building rapport through newsletters may be able to help patients and prospective patients easily define those differentiating factors.
Patient newsletters are subtle, but can leave long-lasting impressions on recipients. The frequency of these mailings can be tailored to the type of campaign a dentist wants to employ, but providing the latest news on a regular basis often makes the biggest impact. Patients will embrace the content, as it informs them about ways in which they can improve their oral and overall health and how they can obtain the latest treatments. In addition, newsletters can serve as reminders, showing patients that their provider continues to keep abreast of industry standards and has their best interests in mind.
Dental brochures can elaborate on new services
While patient newsletters are perfect for communicating current events to patients, dental brochures help elaborate on specific points for new patient walk-ins or referrals. These pieces can be provided by mail or in practice, and may go a long way in influencing the types of services patients request in the future.
The ideal dental practice marketing campaign includes a combination communication methods. Educational newsletters, postcards, email, supplementary brochures and more are proactive choices. Patients need to be reminded why they've chosen to receive care from a certain dentist, and direct marketing outreach can play an influential role in client education and retention, building rapport and reputation in the marketplace.