There’s a well-known concept that I often discuss with my dental clients when we’re talking about marketing without first having a strategy in place, and that’s the “spaghetti on the wall” idea. And perhaps you could even call this a “strategy”, but it’s certainly not one I would recommend.
What I mean by “spaghetti on the wall” is the idea of doing all kinds of different marketing efforts to see “what sticks”. Many dentists employ this method of marketing, which often leads to frustration and wasted money.
It is understandable why so many smart, educated dentists employ this “strategy”. Dentists and office managers are bombarded constantly by sales calls, each one promising astronomical results. So how can you filter the good from the bad?
This year, start by going back to square one. Think about your practice vision and/or philosophy. What is it that you ultimately set out to do?
Next think about what kind of patient type you want to attract. Who would you like to see more of in your practice?
Then, the next time a salesperson calls, resist the urge to say “yes” and tell them you’ll think about their offer and will be in touch. Take the time to ask yourself:
- Will this action help me meet my vision?
- Is it in line with my philosophy?
- Is it targeted enough to reach my ideal patient type?
If the answer is “no” to any of the above, simply tell the sales caller a firm “thanks but no thanks”. There is no need to waste time and money on ventures that won’t help you get to your desired end point, no matter how enticing the offer may be.