I know what you’re thinking. But I’m a great dentist. Just a little word-of-mouth support and the patients will be flocking to me!
Sure, this was a valid business model some time ago. But with rapid advances in digital marketing and their undeniable effects on the marketplace, we really can’t solely rely on outmoded models anymore. With over 13,000 dental practices just in the state of Florida alone, and competition being fiercer than ever, we truly live in an age of digital marketing Darwinism. Those practices that don’t adapt and don’t stand out, may go the way of Neanderthals dying of rotting teeth – to the waste bins of history.
And now I know what you’re wondering. Twitter, Facebook, YouTube, blogs, websites — all of it, how could I possibly leverage this in my favor?
In simplest terms, these are all tools for leveraging and honing your image, your brand. But first, it’s important you understand that a brand is simply more than a logo. It’s an identity, a way to differentiate your dental practice. And to discover that identity, you must start by crafting your message and ask yourself some simple questions.
I like to start by asking, who is my target audience? This must be specific. A message tailored to all is a message that will be received by none. Perhaps you’d like to target patients that are suffering from sore gums due to ill-fitting dentures and you want to put a focus on implants. Or maybe you’re located downtown and would like to cater to high power executives that need services at odd hours. Maybe you’re in an affluent neighborhood and would like to reach out to stay-at-home moms in need of cosmetic work. Whatever the case may be, first you must decide whom you’d specifically like to cater to and craft a message that will resonate with that audience.
Now, here are two simple questions to ask: 1.) Why would they choose you? And 2.) Why would they choose you over the dentists down the street? Again, you want to think about what makes you unique and what do your patients care about.
Answering these questions is never easy, for sure. But once we’ve worked them out, we can get to work on the most important part of branding in the digital age – crafting the right message. This is the foundation of all successful branding and marketing.
Of course, there are a few other aspects of your practice we’ll want to look at and highlight. For instance, what are your unique offerings? Perhaps you use state-of-the-art equipment or are open weekends, lunch hours and evenings. Perhaps you have a history of exceptional patient experiences and a doctor that they can truly trust. Anything that can distinguish you from the pack will enhance your identity and brand. This is what we work to uncover.
At this point you will also want to consider your overall image. We work on crafting your message to resonate with your audience and your image should do the same. Would a more modern and conservative feel resonate with your audience or maybe a more warm and traditional image. The wrong image can be off-putting to your audience so you want to be sure your message and image represents your practice properly. Everything must tie together and your brand truly goes beyond your message and image. This article talks about creating your “Practice Personality” and taking your brand to a deeper level.
And why is the internet so important in all of this? Consider this: 85% of patients use the internet to research and discover local practices. 1/3 of all patients say that the quality of a practice’s website influences their choice. There are over 25,000 searches for dentists in Tampa alone! Those numbers speak volumes…imagine how many are searching in your area.
Needless to say, a robust online presence with a unique brand identity is vital to a successful practice. And not only can the internet be harnessed to craft and promote your brand, it can also be used to add value to your practice. Through a website and blog, you can provide your patients with helpful, creative tips. You can provide them with newsletters, updates, offers, instructional videos and the latest news.
This not only enhances your online presence, but also provides immense value to your patients, both current and prospective.
So yeah, you can always stick with the old model. But personally, I wouldn’t count on sticking around for long. We leverage these strategies to help our clients stand out and bring in new patients… learn more
Sink your teeth into that!
