Creating and implementing marketing
strategies to help your practice grow
Creating and implementing marketing
strategies to help you practice grow
The foundation of a good marketing consultation plan is to accurately define the target audience. The better you understand your potential client base, the better your marketing dollars will result in the highest return on investment.
To define your target audience, start by looking at your current patient list and identify a handful of your best patients. Then create profiles of those patients by identifying factors that make them ideal patients. Consider age, gender, marital status, family status, employment status, income level, location, and hobbies. You should curate 2-4 unique profiles that you can use to target new patients who are a good fit for your practice.
Targeting a specific audience will help you better allocate your resources. Evaluating which audiences are most likely to engage with you will reduce your investment in individuals who are less likely to resonate with your brand.
Step 2 :
Create Messaging That Attracts
New Patients to Your Practice
Always consider the particular audiences you want to attract because each target audience will respond differently to different types of messaging. For instance, moms of underage children who make decisions for their families will require separate messaging than young, professional adults interested in cosmetic dentistry or older individuals seeking restorative dentistry or implants. Tailoring your approach for each target audience is key to running an effective marketing campaign.
The best branding puts your client at the center of your messaging! In many cases, consumers are less attracted to what your business does as a whole and more attracted to what your business can do for them. Ideally, the messaging you employ will become your patients’ way of telling their friends and families why they should come to your practice. Client-centered branding is an often overlooked aspect of a marketing plan consultation.
Effective messaging ensures that your audience understands:
Get Started Today!
Our award-winning team is ready to help you take your practice to the next level.
OMNI Premier Marketing is a full-service digital marketing agency providing top-notch SEO content, pay-per-click (PPC), and social media management for medical professionals. We are an award-winning team of certified Google Partners with over 30 years of combined experience helping healthcare practices attract more new patients to their practice. Our unique approach has helped numerous practice owners like you increase revenues by making the most out of every dollar spent on internet marketing. Contact our team for a free marketing plan consultation today!
Decide Which Advertising Forms to Use
Technological advances have created an incredible
variety of ways to reach your target audience. Choosing the right media sources can be a difficult.
At OMNI Premier Marketing, we keep two goals in mind when helping a practice decide what advertising sources
- 1. The target audience they want to reach
- 2. Which media sources will provide the most sustainable return on investment
Digital marketing primarily consists of four main components: website optimization, search engine optimization, local search optimization, and pay-per-click marketing. To sustain and implement a successful digital marketing campaign, it’s essential to address all four of these components to create a comprehensive digital marketing strategy. Additionally, it’s crucial to consider implementing social media ads and building a social media network to maximize the impact of your digital marketing strategy.
All forms of media should lead to your dental practice’s website. Your website is the funnel for almost all other forms of advertising. We recommend building your foundation on a custom-built website if the budget allows. Depending on your desired marketing and budget, you may elect to choose a lower-cost template site. Regardless, it’s imperative that you prioritize fast loading times to keep people from leaving your site, particularly on mobile devices. Since more than 60% of all search traffic currently comes from mobile devices, it’s critical that your site provides a seamless experience for all users. Ready for a website that works for you? We can design a website that converts!
Search Engine Optimization (SEO)
Search engine optimization, commonly known as SEO, is the process of optimizing your website to achieve a higher rank on search engines such as Bing, Yahoo, and Google. At a minimum, you should optimize your website to rank well for branded keywords such as the service area, the name of your practice, and its doctors.
Ultimately you want to optimize your site to rank for the relative keywords that people may search for when seeking out your services or expertise. You should pay careful attention to each keyword, the keyword competition, keyword volume, and ranking difficulty.
SEO budget requirements can vary, but budgets typically start in the $500 range. Keep in mind that SEO does not yield immediate results and takes time to develop. If you desire to see results in a short timeframe, you may want to consider launching a pay-per-click marketing campaign. SEO doesn’t have to be scary. Learn more about what it takes to be successful!
Pay-per-click (PPC) marketing is a great way to capitalize on the billions of internet searches that occur every day. Compared to other digital marketing methods, pay-per-click marketing has significant benefits and few downsides. Making pay-per-click work for you requires knowing what you’re willing to pay to acquire a new patient or customer. Pay-per-click marketing on Google, Bing, and Yahoo allows you to target specific phrases and keywords and advertise to individuals who search for them. You have direct control of promoting your products and services by targeting keywords relevant to your practice. Call tracking and form tracking show you which keywords deliver the most patient conversions and precisely what each conversion costs.
Pay-per-click marketing effectiveness will vary based on the knowledge, skill, and integrity of the people who manage it. While it’s not impossible for a practice to manage its own PPC campaigns, we recommend the assistance of an experienced digital marketing agency for the best results. Make sure you’re maximizing every penny! Learn more about Pay Per Click advertising.
We strongly believe in making reputation management a part of your marketing plan. Your reputation fuels your website rankings since a well-standing Google My Business profile can get your phones ringing. We consider reputation management one of the most critical tactics to market your practice. Take control of your online reputation today!
Social Media Ads
Social media ads are a great way to get your branding in front of a large number of people at a low cost. Social media ads can both build your brand and inspire an instant response. Like pay-per-click marketing, social media ads perform depending on your budget. The higher the budget, the more likely your ads will show on a platform. Social media ad budgets can vary, but we recommend that our clients allocate some funds for social campaigns. While some organizations can spend tens of thousands (if not millions) of dollars, you would be surprised at the leads just fifty dollars can produce.
We help healthcare practices stand out in their market.
Successful marketing for your practice begins with identifying your niche target audience.
Postcards and Mailers
Postcards and mailers are an effective way to reach potential new patients and stay in front of existing patients. Your strategy is critical and can quickly fail by sending mailers to oversaturated demographics. It’s important to keep your target audience in mind as you develop and implement your mailer-centric marketing plan. An experienced marketing company will have proven strategies that significantly reduce the cost of each mailer. See what a mail campaign can do for your business.
Radio, TV, Print, and Billboard Advertising
All four of these mediums are very much alive and well. However, cost and overreach are factors in their effectiveness. Running radio and broadcast TV ads to an entire city or county can be wasteful due to distance. Improve your cable advertising strategy by targeting a specific area or town. Niche targeting increases efficiency compared to broadcast and satellite-based advertising.
Your business is an interpersonal endeavor, and your marketing should be, too. In our opinion, being involved in the community and delivering your messaging in person is one of the best ways to advertise your services. Having a presence in the community gives people an opportunity to know you deeper than other forms of advertising could ever do.
We love to get creative and personal with different forms of community engagement. Let’s talk about your practice!
Centers of Influence
Like community engagement, networking with centers of influence can really pay off. There are people in every community close to those who need your services. Finding other healthcare professionals with whom you can mutually be an asset will drive business to your practice. Building the right relationships brings a consistent flow of patients who will already have some trust in you.
If you want to maximize your marketing while minimizing advertising costs, it’s critical to have a lead-tracking system. A practical method of capturing leads is using your website to offer discounts or specials via email to potential patients. You can also secure leads by requiring a sign-up for a giveaway. Always be mindful of the immense value that your own lead database can bring to your business. You can nearly advertise for free to an audience that is already familiar with you! Creating a lead database takes time, but your future business will benefit from starting this practice sooner rather than later.
Not every lead will turn into a patient immediately. These leads are called “warm leads.” It’s essential to stay present with your warm leads so that when they need your services, your practice is the first they call. You can use multiple tools to keep in front of people. Newsletters, social media, and physical mail are all simple, cost-effective ways to remind people about your business. There are endless ways to stay in front of your target audience. Make lead-nurturing a priority in your marketing plan!
Develop a New Patient Conversion Strategy
While you are developing a solid lead list, consider your strategy for converting individuals from followers to actual patients. While there are many ways to accomplish this, one of the easiest is through special offers and promotions.
Being a “discount” dentist is never something we recommend. But with the right timing, you can create engaging offers are effective with your target audience.
The more creative you are, the less you need to give away to capture your audience’s attention. Think of offers that encourage and promote long-term relationships between your practice and its target audience. For example, don’t just offer free or discounted teeth whitening services. Offer that promotion when someone brings a friend or spouse with them! Or perhaps extend promotions for hard-to-fill timeslots, like between 2 and 3 PM when dental practices are typically less busy. This type of promotion can motivate someone to schedule slower timeslots while helping your office stay productive.
When creating these special promotions, make sure to include time limitations or some degree of exclusivity. This will help your patients overcome their hesitancy and book with your practice.
Creating a World-Class Experience
Marketing that runs on its own is the dream for any practice. That invaluable word-of-mouth referral system starts with providing an exceptional standard of service to your patients. Start driving referrals, increase patient lifetime value, and make marketing your practice so much easier. Ensure that your practice holds itself to a high standard of service and watch your revenue grow!
At OMNI Premier Marketing, we help our clients develop excellent patient rapport without breaking the bank. Simple changes like greeting patients with friendliness and enthusiasm are free and make all the difference! Consistently extending a standout experience to clients is a largely free policy that pays dividends.
Increase Patient Lifetime Value
Increasing patient lifetime value goes far beyond case acceptance. While important, there are more factors to consider. Patient experience, follow-up, internal marketing, reputation management, and word-of-mouth referrals all contribute to increasing value. Increasing patient lifetime value will, in turn, decrease your overall necessary advertising budget.
Your best customer is the one you already have, so strive to ensure your patients are aware of all of your services, products, and solutions.
A vital marketing concept is “patient awareness,” which means the amount of knowledge your patients possess about what your practice offers. A high degree of patient awareness is strongly associated with patient retention. It implies that clients have a firm understanding of what your practice can do for them, meaning your practice is at the forefront when they eventually need services. Additionally, a client who understands what you offer is more likely to recommend your practice to someone they know who needs your services.
Increasing Patient Lifetime Value by Bolstering Patient Awareness
A simple method of boosting patient awareness is creating brochures or informational materials that patients can refer to when visiting your office. You may also want to consider making follow-up videos to send to patients, explaining why they should start their treatment plans sooner than later. Feature these videos or other informational materials on flatscreens in your waiting areas to further engage your clients.
Boosting Case Acceptance
The more interactions you have with a patient, the higher case acceptance will be. Consider the following methods of increasing patient interactions:
Get started today!
Our award-winning team is ready to help you take your practice to the next level.
Omni Premier is a full-service digital marketing agency providing top-notch SEO, content, pay-per-click (PPC), and social media management for medical professionals. We are an award-winning team of certified Google Partners with over 30 years of combined experience helping plastic surgeons attract more new patients to their practice. Our unique approach has helped numerous practice owners increase revenues by efficiently utilizing their marketing budgets. Contact our team for a free marketing consultation today!
You may be doing well with referrals now, but if you don’t have a strategy in place for maintaining them, you are missing out. Luckily, there are various ways to accomplish this for your practice.
Obtaining Referrals Will Serve You for Years to Come
The most effective way to obtain more referrals is also the most straightforward: ask for them! It’s simple to ask patients to refer you to friends and family, and creating a world-class experience makes that so much easier! If people are unsure of you and your level of service, referrals will be hard to earn. One referral can quickly become a chain reaction leading to more referrals than you could imagine! Referred patients become satisfied referrers of your practice, improving your bottom line in the process.
Compensate Your Staff
Never bribe anyone for a referral. Instead, thank people for them. Consider what offering $50 per referral communicates to your clients. You’re telling them that that’s how much they, their friends, and family are worth to your practice. In the consumer’s mind, they see a $1200 crown only being fifty dollars worth of referrals! Focus more on patient experience and providing the best level of service possible to inspire honest, sincere referrals.
At the same time, acknowledge your patients when they do refer someone to your practice. Call them and say thanks, or drop a thank you card in the mail with a gift card in it. Better yet, send flowers to their office so that everyone they work with hears about you and your practice.
Keep Reputation Management in Mind
Even with a referral from a friend or family member, people are still likely to check your online reviews. You
need a solid plan to bolster (or maintain) your online reputation to prevent loss. By using a reputation management tool, you can curate positive reviews while getting to the bottom of why patients might be leaving negative ones.
Ready for a Marketing Plan Consultation from a Professional?
If you’ve decided that it’s time to implement a professional marketing campaign for your dental or healthcare practice, consider enlisting the services of OMNI Premier Digital Marketing. Our team of specialists can do it all, from constructing a captivating website to developing proven SEO strategies that get you ranked on Google!
If website design and SEO aren’t your areas of concern, perhaps you would like to focus on your practice’s online reputation. If that’s the case, we offer reputation management services for increasing your business’s positive reviews. Entice new patients to select your practice over your competitors! Our digital marketing strategists work with you to create a customized marketing plan that captivates your target audience, improves website user experience, and converts client leads.