Marketing a New Dental Practice
It doesn’t matter whether you are a recent dental school graduate getting started, a more experienced dentist who has been working with another practice for some years, or a seasoned professional who is relocating or buying a new practice.
All of you have two things in common: You probably didn’t learn much in dental school about marketing—and you need to market your practice.
WPI Communications has supported dentists for decades. Over the years, we’ve seen much greater competition for both general dentists, oral surgeons, orthodontists, pediatric dentists, endodontists, prosthodontists and periodontists. Marketing a dental practice has never been more important. This is especially true for practices that are new on the scene.
How can your dental practice stand out?
Start with a plan. Your marketing strategy should be part of your business plan and should describe your anticipated patient base. Who are they? What are their ages? What do they want in a dentist? Next, determine your marketing budget for reaching these people. Then, define the tactics for getting the message out to them. How will you do it?
Key to developing a rock-solid marketing plan is determining your strategic positioning. This will demonstrate your knowledge of the community you want to serve, focusing on those whose needs are not being met. Maybe you’re the only prosthodontist on your side of town. Or maybe you’re one of three pediatric dentists, but your office has a modern play area. Maybe you cater to an elderly population you feel is underserved, or a teenage market your peers are less enthusiastic about. Whatever it is, be sure you know what it is that makes your practice stand out.
These are among the important tactics you should consider in order to reach your target patient audience:
- practice logo and tagline
- signage―too many dentists underplay the importance of clear, prominent signage
- Web site
- social media strategy
- community involvement
As you consider your marketing tactics, remember two key objectives:
- Maintain contact with existing patients. A dental patient newsletter is the ideal way to keep in touch with patients by providing high-value content on a regular basis.
- Hone your referral strategy. Dental specialists must always include referral marketing in their overall strategy. Staying in touch with referring dentists—both those you know and those you do not know yet—is mandatory. A referral-generating dental newsletter from WPI Communications is the time-tested way to maintain contact with these influential professionals with meaningful content that they’ll appreciate.
For more on how to build your new practice with patient newsletters or dental referral newsletters, contact WPI Communications at 800-323-4995 or firstname.lastname@example.org.
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