Most dentists and dental team members come to work every day focused on doing dentistry. Very few also focus on marketing their practice as part of their day-to-day activities. The dentists and orthodontists who do come to work with a marketing mindset are among the most successful businesses in the industry.
Many team members feel that marketing the practice is outside of their job description – they’re paid to assist with the dental procedures of the office. Too often dentists feel they shouldn’t have to market their practice – that it somehow depreciates the clinical nature of the profession. Dentists and dental teams who think this way and do not learn to adopt a marketing mindset will have a far more difficult time building a thriving practice.
The key to getting into the marketing mindset is to always be asking patients to market your practice for you. This might be in the form of asking a patient for a referral or an online review. There’s always opportunities to ask patients to engage with your marketing initiatives such as promotions or social media. Also, think of developing this mindset first with those closest to you and work outwards.
Patient Referrals and Online Reviews
One of the best sources of new patients for your practice is internal referrals from other happy patients – IF you choose to tap into this. Far too many offices never ask patients for referrals, and then are surprised when they don’t get them.
First, it’s important to ask happy and established patients for referrals – it’s not usually appropriate with a new patient. Second, try to personalize your request. Here are some examples:
- “You mentioned on your information sheet that you’re married – do we also see your spouse in our practice?”
- “I’m glad we’re on your employer’s insurance plan so it’s easy for you to get reimbursed – we’d love if let any of your co-workers know about our practice who are looking for a dentist.”
- “Suzy is almost done with her braces, she’s been a wonderful patient! Did you know that we offer a family discount if you’re considering orthodontics for yourself?”
Another similar and critical way to engage patients in your marketing is to ask them for an online review on Yelp or Google. Bad online reviews can harm a practice – and only the practices who ask for good reviews will get them consistently!
Engagement with Your Marketing Initiatives
Consistently communicate with your patients about marketing initiatives within your practice. This might be as simple as asking a patient to “Like” your Facebook page, or referring them to a recent blog on your dental practice website.
It’s also important to proactively communicate with your patients about internal marketing initiatives. Maybe you’re running an Invisalign day promotion during a slow month, or offering a special teeth whitening package. A flier at the front desk won’t promote this – you must be discussing it with patients!
Another example might be a patient information seminar that you’re hosting, or a practice social event. Just like product and service promotions in your practice, you must be discussing these activities with patients on a regular basis to ensure their success!
Start Marketing Your Dental Practice Close to Home
Think about your own family and social circle first when getting into the marketing mindset for your dental and orthodontic practice. What does this mean?
People closest to you are likely to want to see you succeed, so start with them and them work outward. Do your team’s family members come to your practice? Do spouses and kids of your own friends and family who are your patients come to the practice?
Even in a large urban area, your community is small and interconnected. It’s a lot easier to get into the marketing mindset with people you know and trust, versus expending time and money to engage strangers. You’ll also get more sustainable patients for the long term.
Developing a Marketing Mindset in Your Dental Practice
A key to creating a strong marketing mindset in your dental or orthodontic practice is to recognize that it’s not tasks on a checklist – it’s a frame of mind. You need to be thinking about how to leverage every patient to help you market your practice. It’s not about checking a box, it’s about creating a strong marketing ecosystem to ensure sustainable long term growth of your business.
Every happy patient in your practice has an opportunity to help you market your practice – but only if you ask them!! People will not do this on their own, you need to find a comfortable, repeatable way to ask them for help – and practice this every day. Stop thinking of marketing as something separate you need to do on a day off; instead start to think of it as something you weave through your daily tasks with patients.
Need help getting your team on board with the marketing mindset? Contact us today, at ClearEdge we have trainings and programs available to help you and your team develop a strong marketing focus in your dental practice.