ATHENA'S 10 POINTS OF MARKETING LIGHT
As a dental professional, you are part of an industry and marketplace that is evolving at a pace than was not conceivable 20 years ago. Dentistry has grown in technology and possibilities. Your job now is to keep pace with the evolution of a demanding consumer – both your new patients and your favorite patients – just as you do with the quality of the care you provide. However, you were trained to provide quality dentistry, not to be a small business marketer. So it is not such a shock when even the best ideas..
WHAT NEW PATIENTS
If you're like many of your colleagues, you would be lucky if your Marketing Plan (what Marketing Plan?) hits anywhere near the patient who would most value the quality of dentistry you provide. New patients tend to fall into one of two categories: "A" patients, and everyone else. You may be attracting plenty of new patients with your current marketing efforts, but how many of those are the "A" patients -- the patients you truly want? Looking at the numbers, you may find only 1 in 10 qualify, so what do you do?
WHAT YOUR IMAGE SAYS ABOUT YOU
The perception in the dental industry has been that if you open your doors, patients will simply walk through them. The idea of branding yourself seemed ludicrous and unnecessary. With the vastly improved care that dentists have been able to provide for the past 30 years, however, the pain and discomfiture that used to bring new patients to your door is no longer a driving issue. So what is a highly advanced and qualified dentist to do? Follow the lead of other service industries -- create an image...
THE NEW MARKETING GAME
The purpose of external marketing is to get your image in front of your prospect -- not to make the sale. The sale comes when a potential new patient is referred to you by a trusted friend, or the new patient receives an interesting piece of mail and decides to give you a call, or investigates your website and likes what they see. Your external marketing efforts are simply available to the prospect to validate your message -- what the referring friend, ad, brochure or website is saying about you. Never underestimate...
You've probably been feeling the crunch to get a website up. So how do you go about it? Most companies that will work within your budget do not produce websites that are as high in quality as the image you want to portray. Some companies will try to up-sell you or give you the run-around about the size and type of website you will need. Other companies won't work with you on an individual level, limiting your choices to marginal quality, cookie-cutter websites. Well, you may rest assured that the...
ADMC'S "A STEP ABOVE" RADIO
Melinda Heryford interviews Nancy for the Academy of Dental Management Consultants on ways ADMC members can help keep their clients afloat during uncertain times.