One of the most important marketing ideas in dentistry is the ability to attract an endless supply of new patients to your dental office.
With the increasing number of dental offices and dental practices appearing as a result of dental schools producing more graduates coupled with the registration of overseas trained dentists, today it is more imperative than ever before to be able to make your dental office stand out among all the others in your town as being *THE ONLY* Dental Office to choose when it comes to the provision of World Class Dentistry.
Historically, great street presence or exposure for your Dental Office will always create maximum visibility and therefore place your practice to “front of mind” for regular passers by.
If people know where you are, and pass you by on a regular basis, then it’s only logical that when it comes time for them to choose a Dental Office, or a new Dental Office, then chances are your office could well be the one they choose, as a result of the regular exposure.
Similarly, if you regularly promote your dental office in local media, such as local newspapers and local television and radio, the regular exposure of your dental office will put your office to front of mind.
My belief is that local media campaigns need to be of sufficient length of duration to allow for best results. Short-term campaigns in these forms of media usually tend to be less effective than prolonged long term exposure.
You’ll often hear dentists say “Oh I tried X medium and it didn’t work”. What they really are saying is that they tried X medium but not for sufficient duration to allow it to work.
The same can be said for direct response marketing. Letterbox drop campaigns, in the first instance, can be very effective in building name exposure, if used on a long-term basis.
It’s the exact same principle..it puts your brand, your dental office to front of mind, so that when it is time for Mrs. General Public to find a dentist, she immediately thinks of the dentist with the nice flyer that drops off in her mailbox.
An important key to great direct response letterbox dropping of flyers is the ability to test and measure and then slice and dice your data and list to work out exactly which demographics and psychographics are responding to your marketing.
Keeping good records of who responds to which delivery is imperative to maximising your advertising spend using this form of medium.
You can collect data on amount spent, male vs. female, young vs. old, as well as street address and even [using Google earth and Google maps] house size and type. You should be able to then narrow it down to your “ideal customer” who responds well to your best flyer and also spends well.
The beauty of using direct response marketing along with local media is that it provides a memory jog to the general public. As they sort through the contents of their letterbox, [usually over a bin], they see your flyer, consider it interesting, and put it aside for reference at a later date, in a similar way that they would a local restaurant take away menu… The same is true for newspaper advertising…they know they’ve seen your advert in the newspaper, and now it’s time to find a new dentist they head straight to the newspaper to source out your ad.
Even if, when it’s time for them to instantly find a dentist and they go online to search, you can certainly have a great advantage over your competitors that only use online if your potential customer recognises your name or brand online as the same brand or name that they have seen in their mail box or in their local newspaper.
I built a very successful and profitable dental office in an average suburb with average patients with average incomes. My dental office, Active Dental Parramatta, was located on the top floor of a four-story building with no street exposure whatsoever except for an illuminated light sign.
Over a period of twenty-six years, I was able to build my dental office by anticipating marketing trends and staying ahead of my competitors when it came to attracting quality new patients to my dental office.
Correctly marketing your dental office is not a separate process. How you market your office to both new patients and existing patients *is* an integral component of The Ultimate Patient Experience.
The Ultimate Patient Experience is a simple easy to implement system I developed that allowed me to build an extraordinary dental office in an ordinary Sydney suburb. If you’d like to know more, ask me about my free special report.
Email me: david@theUPE.com
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