With fee-for-service gaining popularity among privately owned dental practices, many dentists want to know what it takes to succeed. In my experience working with fee-for-service practices, the top-performing dentists know exactly which patients they wish to serve and are committed to providing an exceptional patient experience. Most importantly, their marketing strategy aligns with their goals.
It may be cliché, but that doesn’t make it any less true: Sometimes less is more. It’s exciting when your company starts to see a steady influx of interest, and it’s also tempting to say yes to every opportunity that comes along. After all, who knows how long the boom will last?
As a digital marketing specialist, part of my job is to help dental practices capitalize on current and future trends. Right now, we are witnessing a major shift in online behavior, and it spells opportunity for dentists seeking to grow their practices.
This year marks the 10th anniversary of My Dental Agency, and, naturally, a significant milestone like this has prompted me to reflect on the changes I’ve witnessed since starting my company. Dental marketing has evolved over the last decade, but, for those of us who have been in the industry longer, we know it goes far beyond that.
Online reviews are a goldmine of free marketing, yet most dental practices take them for granted. Yes, having a 5-star rating on Google and Facebook is an excellent goal. You want to show your pool of potential patients that your practice is the best. However, as some of the most recent data show, that star rating may not be as important as another factor: responses. Businesses that respond to their customers’ reviews win on all fronts.
Build trust through authenticity. That’s not a slogan or a strategy. It’s something I practice every day in my company. Why is authenticity important? Consumers today are more informed and have the means to compare brands at their fingertips, anywhere, at any time, making them less loyal than ever.
It’s true that marketing is essential if you want to grow your dental practice. But here’s the rub: no matter how strong your marketing strategy is, your dental practice will never see sustained growth if your front desk game isn’t just as strong. Think of marketing as the spark that ignites interest, but your front desk is the engine that drives it home.
Never have I been more grateful to be a business owner than when I recently caught up with a close friend and former colleague from my corporate days. This man is the definition of dependable. He’s hardworking, always prioritizing work and rarely complains or asks for anything.
It feels good to write a new patient’s name in the schedule. It’s validation that the practice’s marketing strategies are working, and it means the practice is growing. Dental practices target new patients to increase revenue, and I support this wholeheartedly. However, if after the first appointment a patient leaves for a competing practice, doesn’t use your practice for all their needs, or simply never returns, growth will be limited or may stagnate. I have a surefire way to prevent that from happening, and it involves marketing, of course.
There’s no single formula. But when your marketing investment is aligned with your goals, your patient base, and the stage of your practice, you’re in a much better position to grow with confidence.
