Moving Past the Burn

You’ve been feeling overwhelmed by wearing so many different hats. You want to focus on dentistry, but that will mean trusting others with the myriad responsibilities of running a business — and that hasn’t worked out for you in the past. If you’ve been burned by a marketing (or any other) agency, it’s time to consider moving past the burn; all you have to do is a little bit of research.

Your Due Diligence

While it’s unfortunate that there are agencies with questionable ethics and selfish motivations, they’re not all bad. Here are a few steps you can take to help you find the right fit:

  1. Check out their previous work. Are the websites they maintain up-to-date? Do they contain original content and visually appealing images? How about Facebook? Do they post consistently in a way that makes each dentist seem approachable? And what kind of reviews do they have? Have all reviews — positive and negative — been addressed? Web, social media, and reputation management are just a few of the critical attributes of a comprehensive marketing campaign. If your research reveals templated copy, inconsistent or unengaging messaging, and reviews that have gone ignored, then you’re still looking at the wrong agency.
  2. Ask for references. Sure, their clients are busy dentists just like you, but any marketing agency worth their salt will be able to provide you with copies of letters, emails, and even online reviews from the dental practices they serve. If you ask for references and are given the runaround, keep looking until you find someone who appreciates transparency as much as you.
  3. Ask the hard questions. Consider the previous experiences that left you feeling burned. Present a similar scenario to your prospective marketing agency and ask how they would have handled it. Don’t feel shy about sharing your expectations, either. The more they know about what you want, the better they’ll be able to help you and become a trusted part of your team.
  4. Go with your gut. When it comes down to it, choosing a marketing team has to feel right for you. If your inner voice is nagging and you’re uncomfortable with the people you’ve spoken with and what they’ve presented in order to bring you onboard, it’s just not the right fit.

You know that all dentists are not created equal; the same is true of marketing agencies. No matter what, though, don’t let a previous negative experience sully your opinion of all agencies. With a bit of research and the courage to speak freely during interviews, you’ll eventually find the right match, giving you more time to focus on what’s most important — your patients.