There's an old maxim among marketing professionals that an educated customer is the best customer. Customers who are clear about what they are looking for and who are well versed in the services of a particular industry will be better armed to make a good purchasing decision. Dentists should consider a substantial educational effort as part of their dental marketing strategy. Dentistry is one industry in particular where customers might be in the dark about what they're really looking for. After all, most laypeople would not consider themselves to be particularly tuned in to their oral healthcare needs, beyond basic hygiene, or any innovations in the dental practice industry.
There are numerous benefits to having a customer base that is more educated about your particular industry and services. For starters, educated customers are more likely to have their initial interest converted to sales - provided that your services are top of the line. If a patient learns about the merits of a particular surgery, and your practice is renowned for its work in this department, that patient is much more likely to turn to your practice. Furthermore, educated customers inadvertently add more credibility for your practice by being fully informed about all the benefits they can gain. Education also helps promote lifelong customer loyalty, similarly to the way a student feels forever indebted to great professors that he or she had while in school.
Finally, informed customers are more likely to serve as unofficial brand ambassadors by recommending the product to their friends and family members. Word of mouth is a powerful marketing tool, and in the world of social media networks, word of mouth from educated customers becomes even more potent. The internet community is policed by educated industry professionals who keep each other in check, which will help your own educated patient stand out as a credible source.
There are dozens of opportunities for dental practices to educate patients further as part of their overall dental marketing strategy. According to Intrepid Learning Solutions, whatever medium you choose to educate your patients, educational marketing should always be easy, relevant and fresh.
The ease refers to customer accessibility. More specifically, this means not making the educational opportunity a hassle. Even students have a difficult time motivating themselves to go to the library or visit a professor. Patients will react the same way, so make sure that you provide educational resources to patients and prospects. When you deliver added value and ease of use, you help to differentiate your practice and stand out from your competitors. Remember, if patients have to search online, they will also have easy access to those same competitors. Ensure the content on your dental website is top quality, just like mailing such as dental postcards and patient newsletters. Relevant content is a priority - patients need to be educated about oral hygiene and the unique benefits of the products and services you offer, not generic unrelated information.
Finally, by sending fresh educational content, you position your practice as cutting-edge and an expert in your field. Patients will instantly pick up on your practice's expertise compared to other similar dentists, and be more likely to flock to your practice. Be sure that your practice stays constantly on top of issues as well, so that it may pass this education and information onto its patients.