Starting your new dental practice is a significant milestone in your career. After opening your new office with a friendly staff, your next goal is expanding your current patient ratio. Executing a few marketing basics with this plan gives you a starting point for retaining more targeted patients.
Develop Market Size and Growth
Create a general demographic profile which identifies individuals or groups based on statistical data in your area. Gather information in your state and county from a data report the American Dental Association (ADA) can provide for you. A few points in the report cover the population growth rate, average household income and dentists in the area.
Specify your Group of Target Patients
Determine a customer profile, a set of characteristics describing specific clients, to match your practice’s services and how they benefit them. Describe the patient you are seeking with these components:
- Income bracket range
- Training or education
- Age group
- Marital Status or dependents
- Multiple income family houses
Finalize your target market, a group of patients aimed, with this second component list:
- Number of current patients
- Exclusive convenient treatments
- Parents considering daycare
- Individuals paying premium services
Marketing Strategies
The first method is internal marketing which manages relationships inside the office. Always practice high standards of quality treatment and respect. Here are a few useful strategies:
- Price your services competitively considering your location, quantity of dentists in the area and if you have a specialized service.
- During an appointment, initiate open-ended discussions with patients to establish the question and answer dialog on how additional treatments benefit them.
- Perform excellent rapport with current patients by greeting them along with the staff. Also, send them cards on special occasions such as birthdays and graduations.
- Create a comfortable environment for patients to enjoy beverages and provide reading materials in the lobby.
- After their visit, offer your clients promotional gifts including toothbrushes, magnets, etc., with the practice’s branding printed on the items.
- Create a referral card offering a discount having your current patients refer new patients but give both a discount.
The second method is external marketing which creates opportunities outside the office. This expands your network by seeking referrals in community, designing promotional materials and advertising. Listed below are the external strategies:
- Join local organizations and the Chamber of Commerce to become acquainted with community leaders, new residents or public officials.
- Develop a website to introduce the office and staff.
- Email a newsletter to a contact list once a month discussing new services or screenings.
- Add a page to your website, write a blog or magazine column about dental care or health issues with a question and answer comment section.
- Write advertisements in the yellow pages, newspapers or online advertising board.
- Send promotional direct mail postcards to a designated area.
Keep in mind when developing a plan, customize each section suitable to your dental services.
