Dental Tribune U.S. Edition

Create a 2012 marketing plan (Your competition already has) Industry News DENTAL TRIBUNE | November 201124A As dental professionals, you’ve invested tremendous amounts of time in schooling and continu- ing education courses. You’ve also probably travelled to various events to stay up on the latest trends and looked into new cutting-edge prod- ucts. All in the name of better and more efficient patient care. How- ever, did you send a seasonal fall e-newsletter out this year letting your patients know about that new piece of equipment you purchased? Or how about a back-to-school pro- motion to remind parents to get their kids in for a regular check-up? There is a good chance your com- petition did. Times and competition have changed for the average dental practice. Growing up I knew each of the local dentists in our area. The choice of who to see was easy, and being that both had good reputa- tions, it was simply a matter of per- sonality. Or in my particular case it was a matter of distance from my home, seeing how I had to ride my bike to appointments. Jumping forward to today, patients have numerous choices of whose practice to make appointments with. Not only are they getting traditional postcard mailers, they are being referred to other practices by friends and family, and seeing Facebook check- ins by their friends at their dental providers. As a profession that once allowed a dentist to simply open his practice doors and focus on patients, den- tistry today requires dentists who have the dental skills along with a marketing plan. So looking forward to 2012, start the year off with a marketing plan in place by incorporating some of the tips I have learned from our customers. Whether keeping in contact with your current patients between appointments or growing your patient base, a marketing plan puts you in a great position to succeed and keep that new competing prac- tice down the road at bay. Creating the plan A marketing plan not only lays out the vision of your practice for the year, but it also lists the actions nec- essary to achieve its success. While “winging” a marketing plan can sound like the perfect easy way out, it probably won’t help your practice in the long run. Use a tool that you are com- fortable with to layout your plan. Whether a simple twelve-month calendar, or a complex spreadsheet, both will get the job done. Next, set aside some time when you can meet with your entire staff to get their input. If possible have them take a simple inventory for the year on what products and services were most requested by patients. This can give you insight into which of those to focus on in 2012. Addressing the question of what products and services would benefit your patients the most will lead your discussion. Looking one month at a time Many practices feel overwhelmed about when and how often to market their products and services. What they soon realize is that the year is really already laid out for them in the area of holidays and seasons. Use these dates as a starting point to time your marketing and then build in additional marketing events as you and your team sees fit. Some of these other events might include a holiday toy drive cam- paign, or back-to-school promotion. GNYDM BOOTH NO. 3733 By Michael Mosley, Director of Marketing Solutionreach (formerly Smile Reminder) AD Personalized e-newsletters reach your patients where they are. (Photo/Provided by Solutionreach) g DT page 25A