Why We Create a Marketing Master Plan
When a dental practice reaches out to a marketing agency, the agency sends over a proposal with a list of services, pricing, and a general plan. We take a slightly different approach. Instead of starting out with a business proposal, we create a customized, comprehensive Marketing Master Plan.
What’s a Marketing Master Plan?
A proposal is typically about the numbers, the bottom line, what the practice will get at a specific price point or investment tier. While all of that matters, in our professional opinion, that’s not the proper place to start when considering a marketing partner for your dental practice.
Rather than getting right into the hard numbers and costs, our Marketing Master Plan begins by explaining our philosophy, recommendations, and goals. Most importantly, it demonstrates how we plan to support the practice throughout its marketing journey. We call it a Master Plan because it’s a blueprint designed specifically and exclusively for our client.
Why a Marketing Master Plan?
In our experience, every dental practice is unique, with its own personality, vision, mission, and values. It would be a mistake to categorize a practice by size or revenue and ignore the characteristics that resonate with patients. Unlike a proposal that’s mostly financially motivated, our Marketing Master Plan considers the people behind the practice and the patients who trust it with their care.
What’s In a Marketing Master Plan?
Labeling a practice as small, mid-sized, or large is short-sighted from a marketing perspective. There’s so much more to consider than sales volume. A dental practice in a bustling urban area won’t have the same kind of clientele as one in a quiet suburban community. A long-established practice may benefit from focusing on patient retention, while a newer one may be trying to break into a highly competitive market. Each scenario demands a different marketing strategy that goes beyond simple numbers.
Before we make any kind of recommendation, our Marketing Master Plan establishes the current situation. It explains where the practice stands in the eyes of its patients and prospective patients, in online ads like Google and Meta, on social media, in organic search, and more. Our research gives us a baseline from which we can build an effective, sustainable marketing strategy that suits the practice’s short and long-term goals.
Big on Transparency
We want a client to understand exactly what we’re all about before they decide to hire us. As our co-founder, Jackie, says, it’s like dating before getting married. When you’re considering which marketing agency to work with, it’s very much a long-term commitment. We create a Marketing Master Plan with 40 to 50 pages of information a potential client can scrutinize before becoming partners because we want them to be certain they’ve found a partner that suits them.
The Marketing Master Plan Is the Real Master Plan
Once the relationship is official, our Marketing Master Plan guides everything we do. With priorities and recommendations established up front, there are no surprises, and everyone starts with clear expectations. The practice knows exactly what we’re doing, why, and how each part of our strategy supports its goals.
Marketing is about people more than numbers, and our Master Plan lays it all out from the start. It allows us to show a practice what we can do for them while also giving us an opportunity to find out what that practice needs to succeed.
