There are seven steps, which must be completed correctly for any dentistry marketing strategy to be a success. Let’s illustrate this with a direct mail campaign.
Bear in mind that these principles are equally applicable to other strategies.
Your first step is to identify your objectives. There are two general objectives that are appropriate for the dental office. The first is to increase the volume of new patients. For example, if your office generates an average of 40 new patients per month and, based on your available capacity and other considerations, you could comfortably absorb an additional 50 percent per month your objective might be written: “Increase the number of new patients by an average of 20 per month.” We use “average” to emphasize that the actual increase will probably vary from month to month. It is the average increase over time that should be the relevant measure.
The second objective is a change in the composition of your patient base. For instance, you may want to change the patient ‘mix’ from 60 percent fee-for-service and 40 percent insurance-based to 30 percent and 70 percent respectively. Or you may want to attract more patients desiring a specific procedure, e.g. cosmetic or implants.
Whichever objective you choose, you’ll want to make it as specific as possible, and commit it to writing because, when you do not know where you are going, any road will take you there.
Stay tuned for your next step to success!