Dental marketing is not limited solely to bringing new patients into the practice. In fact, it encompasses the entire patient experience from the moment they begin their online research, to their first appointment through follow up and beyond.
Many dentists initially fail to see a positive return on their marketing investment and over time begin to wonder if their marketing is a waste of time and money. So, before spending any more cash, it is worthwhile to take the time to review the following internal processes, which can ultimately make or break a practice’s marketing efforts.
- Verbal Skills Training – Every staff member who interacts with patients is part of the marketing effort in that they are all contributing to the overall patient experience.
- Appointing New Patients – A phone ringing off the hook is a good sign that the external marketing is working well. Keep that momentum moving by prioritizing new patient phone calls. Aim to schedule new patients within 1-3 days of their initial call.
- New Patient Communication – New patients do not yet have loyalty to the practice. Help establish a relationship with them by tailoring communication with them. Welcome new patients to the practice with an introductory letter or new patient package, avoid using too much clinical language when speaking with them, and start a two-way conversation to build trust.
- Tracking Results – It’s impossible to know if a marketing tactic is effective or not if no one is measuring its ROI, or return on investment. The front desk team should always ask every new caller how he or she heard about the practice, and record that information in order to find out what marketing efforts result in both phone calls and first appointments.
External marketing is important for practice growth, but don’t forget about the internal processes that support it!