This article originally appeared in the January/2018 issue of the Academy of General Dentistry’s AGD Impact magazine.
The beginning of a new year is the perfect time to reflect on the past year and consider what changes might be made to make 2018 even better. While most people will use the occasion to make personal goals for the year, as a business owner, you may also be considering professional goals for your practice. If reflecting on 2017 made you realize that running your business has been preventing you from spending as much time with patients as you would like, it may be time to delegate some of your business responsibilities to an experienced marketing company.
What Marketing Companies Do
In a nutshell, marketing companies help you promote your practice. A good marketing company will evaluate the strengths and weakness of of your current strategy before they do anything else. Once that’s accomplished, they will work with you to determine what goals you have for your practice. Would you like to connect more with current patients? Are you interested in seeing patients who invest more in health and dental care? Are dental implants something you’d like to do more of? A solid marketing campaign will be built around your business/practice goals, not the other way around.
A marketing company will know exactly what strategies will help you accomplish your goals. From website development and social media to reputation management and pay-per-click ad campaigns, they take care of it all, allowing you to do what you love the most – practice dentistry.
What to Look For in a Marketing Company
The world of marketing is vast and the options can be overwhelming. Some marketing companies specialize in one area (such as direct mail marketing or paid ads online) while other companies provide a more comprehensive approach. As a dentist and business owner, these are the top seven things to keep in mind during your search:
- Do they specialize in dentistry?
If they don’t then you may find yourself spending a lot of time walking them through the ins and outs of your business. Find a marketing company that knows the industry, knows the equipment, knows the treatments, and knows the lingo to save yourself from teaching Dentistry 101. - Know what you want before you start your search.
If you go in blind, then anything they suggest will seem like a good idea. Think about your goals and do some research. What do your competitors have that you don’t? What do you need to make your practice thrive? What makes you and your practice unique? Once you’re armed with that knowledge, you’ll be able to find an agency that meets the unique needs of your practice. - Does the marketing company provide customized campaigns?
Templated marketing campaigns are an easy way for a marketing company to save time and bring more patients through their doors. The problem is that people in the market for a new dentist are savvy; when they are online and see the same copy and the same picture of a smiling family, they know that something feels fake and it may not resonate with them. Ask your potential marketing company if they provide customized or templated campaigns and visit the websites of some of their clients to see for yourself. - Do you genuinely like and trust them?
As you work through the interview process, check your gut. Can you trust them? Does it feel like a good fit? Will you enjoy working with them once they become part of your team? If your gut feeling is no, then keep looking until you find an agency you genuinely like and trust. - Did they take the time to get to know you and your practice?
Any business that wants your business will put in the time and effort it takes to earn it. Did they learn about the surrounding area? Did they check out your website and Google reviews? Did they look into any research or publications you may have been a part of? If they don’t invest the time, then don’t waste yours. - Are they creative?
There is no getting around it; technology has made people thirsty for constant stimulation. Whether it’s scrolling through a Twitter feed to see what’s trending or flipping through channels to see what else is on, the mundane won’t grab anyone’s attention. A good marketing company will have their fingers on the pulse of what is both new and effective. - Do they offer transparency in their campaigns?
When you’re talking to prospective marketing agencies, ask about what reports they offer. If they provide a frank answer in clear terms (instead of marketing jargon), they’re off to a good start. You may also want to ask about the frequency of their reporting so you know how often they’re assessing and reassessing their strategies.
It can be hard to surrender control over any aspect of your business; after all, you’ve worked hard to get where you are now. Still, putting trust in the right professionals can not only give you more time with patients, it can also provide peace of mind in knowing that your practice and reputation are in the capable hands of an experienced marketing agency.
