One goal every single company has is attract more customers and increase their revenue. However, healthcare services don’t want to save money by sacrificing patient comfort and raising costs, so you have to get a little more creative. Internet marketing is one of the fastest and most cost effective strategies used to drive customers to your practice, but many dentists don’t even have a marketing plan!
Do More with What You Have
In other words, engage your existing client base. One of the most difficult and time consuming parts of advertising is identifying and effectively contacting new clients. By leveraging existing customers you save time and money by not contacting potential clients who aren’t looking for a new provider at the moment.
By sending your existing clients a monthly or bi-monthly newsletter you can both keep your brand in your customers mind, and incentivize them to use your services through discounts and various other promotions.
Sending personalized emails reminding your customers that it has been X amount of time since their last appointment and they are due for a routine cleaning is a cost effective way of bringing customers back. Many people do not know how often they are supposed to get routine cleaning done or they may forget to schedule an appointment when the time comes.
Segment Your Client Database
One of the most important things to keep in mind when contacting your existing customers is to send the right message at the right time. If you are telling people who have just gotten their teeth cleaned 2 weeks ago that it is important you get a cleaning done every year you are both wasting your time but you may also make your client feel like you don’t care about them.
Attract New Clients to Your Practice
Now that you know how to keep your clients coming back, let’s learn some ways to get them to your practice in the first place!
61% of consumers have made a purchase because of what they read in a blog post. Not only do blogs allow you to bring in more visitors and people viewing your services, but they also allow you to constantly put new content out on your website. One constant theme in companies that rank the best on search engines such as Google and Bing is they are regularly publishing new high quality content on their website.
When writing blog posts keep in mind that you should be writing about what you think your customers would find interesting and want to read. Posting one high quality blog post a month is always better than posting 5 low quality uninteresting blog posts a week.
Pay Per Click (PPC) Advertising
While it does cost more money than most of the items on this list, it is arguably the quickest way to bring more visitors to your practice. Optimizing your PPC campaigns is a difficult and time consuming task, but even setting up a simple ad campaign for your business can bring in many customers very quickly.
The fact of the matter is no matter how great your internet marketing is, there are people who still won’t find your website or see your emails. Perhaps they don’t use the internet or simply missed the email you sent them you need to account for that and market to people with that in mind.
According to the United States Postal Service [links to a PDF] 55% of people look forward to discovering what mail they are going to receive, and 67% feel mail is more personal than the internet. When sending direct mail you can more specifically choose what neighborhood(s) you want to send mail to, therefore not sending any mail to people who can’t use your services.
Optimize Website for Local Targeting
Having a website is a great first step, but is it optimized for search engines so when people search “dentist in my town” you are one of the first results? Take these three steps to make sure your website is search engine friendly and targeting local searches.
- The first step of getting good search engine rankings is to not write for search engines. Have only high quality original content on your pages. Making your pages interesting for real people to read is the single most important aspect of search engine optimization.
- Have a local number and address listed on your website. If you never mention where you are from on your webpage search engines will never know!
- Finally, make sure your website is mobile friendly. According to Forbes.com 25% of people on the internet only use their phones to access the web! One of the most important things you can do in order to please search engines is to optimize your website for mobile users.
The third and final marketing strategy we are going to talk about today is Co-Marketing. Co-marketing is when two companies come together in order to promote a product or service of each other’s.
This is advantageous in many ways. First, you can save money by splitting the cost of making and sending marketing materials between you and your partner. Second, by using your partners existing contacts you can reach people you may have not been able to alone. Finally, you can get started quickly since you don’t have to go through the process of finding potential customers and deciding who would be effective to market towards.
Some examples of co-marketing would be bundling both of your services together, collaborating to create a new service, or promoting yourself on their web site and vice versa.
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