Ways to Market Your Dental Practice
Best Ways to Market Your Dental Practice
If you run your own dental practice or are thinking of starting your own, you might have thought of this question many times- what are the best ways to market your dental practice?
In this day and age, consumers are bombarded with information all the time- from advertisements on billboards, television, newspapers, postcards and now the Internet, the number of marketing channels is enough to overwhelm any small business owner- including dentists!
Ways to market your dental practice- Offline
First, we’ll start with the traditional methods of marketing dental practices.
Word of Mouth
Word of mouth is the first marketing method you might think of- If you provide good quality service at affordable rates, people would naturally recommend you to their family and friends. However, this can also be a very slow way of marketing your dental practice, especially if you’re new to the area.
Flyers and Postcards
Flyers and postcards are good for targeting an audience in the local area- you could send them to homes and offices near your dental practice. Some people who receive your flyer and postcard would drop in for a consultation with you, simply because of the convenience. The disadvantage of this method is if your area has many dental practices competing for the attention of the local population, you will need to stand out from the rest.
Banners and signboards are great for raising awareness about your dental practice if you’re new to the area. They can also be pricey, so be sure to budget carefully!
Television and Radio
Television and radio used to be more effective until the increased popularity of Internet and social media. They may still work to promote your dental practice, if you have a special promotion or campaign which catches the attention of your audience.
Newspapers are good for building your reputation– you would appear to be a more ‘serious’ dental practice. Also, some newspapers are restricted to a local population and would make more sense for you, instead of targeting a nation-wide paper.
Ways to market your dental practice- online
Before you can think of ways to market your dental practice online, you would probably need to at least have a website. Most online marketing efforts involve driving traffic to your website, so the web design needs to be professional, presentable and also user-friendly.
Search Engine Optimization (SEO)
Search engine optimization, also known as SEO, is a technique involving optimising a website for top positions in the search engines, thereby getting traffic. The first step in SEO is to determine which keywords you wish to target – for example, “Dentist in Atlanta” is a keyword.
SEO also requires creating good quality, relevant content, which must be related to your keywords. This consists of articles, images and videos. Your website’s HTML titles and Meta Tags (description and keywords) must also be specified- this step should be repeated for ALL web pages and sub-category links. Furthermore, there should be backlinks from other websites pointing to your website, which will increase your website’s credibility.
SEO is a time-consuming marketing strategy, and so many firms outsource SEO to the SEO consultants. However, this can also prove to be expensive.
Pay-Per-Click Ads (PPC)
Pay-per-click (PPC) is a form of online advertising, where the advertiser only pays for an ad when the user clicks on it. Popular platforms for PPC advertising include Google Adwords and Bing. PPC can be very targeted when it’s narrowed down to specific keywords in a search engine, however they can also be expensive due to the auction system.
Video is gaining popularity nowadays with the rise of YouTube and increasing Internet speeds. If you have an engaging or entertaining video, it will definitely serve well to market your dental practice as it piques peoples’ curiosity. For best results, your videos will have to go viral- they must be shared on many platforms such as Twitter, Facebook and blogs.
Needless to say, social media like Facebook is a great way of connecting with your patients and audience. It’s a good way to market your dental practice by building engagement! People nowadays want to feel connected and put a “real human face” to the person who is giving them dental treatments.
Ways to market your dental practice both online and offline
Dental newsletters are a great tool that, when used right, can bring tremendous results. They can be used in both offline and online marketing strategies. Having a newsletter increases your authority in the eyes of your patients, as you get to write about interesting dental topics and subtly “educate” them about the need for proper dental care (including regular visits to the dentist)!
Newsletters or articles can be printed out for your dental practice’s waiting room, which forms part of the patient’s experience. You can also collect your patients’ email addresses, and send out your newsletter to them by email every month. Further, if you have a website, you can publish dental articles and updates on your website; you may also share these content on your Facebook page and other social media.
Many creative ways to market your dental practice
As you can tell by now, there are many creative ways to market your dental practice– it’s all about your imagination and having the courage to execute them! Marketing for a dental practice can seem daunting at first, but once your develop a big-picture view of your marketing strategy, you can then narrow it down into specific tools and campaigns to maximise your results. So go ahead and make your dental practice the most popular one in town!