It’s competitive to own a dental practice / dental group / DSO today and effective marketing is the fuel that propels your business forward. Dental entrepreneurs and leaders must be equipped with a strategic approach to navigate this complex terrain. Here are four foundational marketing elements that can empower your dental company’s growth and profitability.
Know Your Ideal Customer (Dental Patient) Profile
The first step in creating a robust marketing strategy is identifying your ideal customer, the ideal patient you want for your dental practice / dental group / DSO. Consider the capabilities of your clinicians and dental associates and align them with the needs of your potential patients.
Avoid the common misconception that your services cater to everyone. Developing a clear ideal customer profile ensures targeted marketing efforts that resonate with your audience and your success as a dental entrepreneur / dental leader amongst the competition.
Focus on Your Dental Business’s Operational KPIs
Operational Key Performance Indicators (KPIs) are the backbone of any dental practice / dental group / DSO’s successful marketing strategy. Monitor and measure critical operational KPIs to stay on top of your dental company’s performance. It’s imperative to establish clear new patient goals for each practice/location to keep your business thriving.
Remember, the ultimate marketing KPI is the new patient actual-to-goal ratio. Additionally, setting a well-defined marketing budget, benchmarked against your gross production, provides a solid foundation for success on your dental entrepreneurship journey.
Optimize Phone Answering and Scheduling
Answering the phones efficiently is a direct contributor to your dental practice / dental group / DSO’s marketing success. Ensure that your team answers calls promptly, with a minimum goal of 90%. This significantly impacts your ROI, making it essential for dental companies to focus on this operational aspect.
Additionally, optimize scheduling availability, aiming for appointments within 24 to 48 business hours to meet patient expectations and enhance the overall experience.
Build a Strategic Marketing Team for Your Dental Practice / Dental Group / DSO
Avoid the trap of assigning marketing responsibilities to someone merely skilled in a specific area, such as social media. Instead, consider building a strategic marketing team that encompasses various specialties. This team could include roles such as Chief Marketing Officer, Marketing Director, Marketing Manager, and Marketing Specialists.
Understand the roles and responsibilities associated with each position to make informed hiring decisions, taking care that candidates align with your vision for your business’s growth as a dental entrepreneur.
Next Steps: Operational KPIs and Vendor Selection
Once the foundational elements are in place, delve into operational KPIs. Monitor hygiene reappointment rates, treatment conversion rates, and scheduling availability to fine-tune your operations continuously. Remember, marketing is only as effective as your dental practice / dental group / DSO’s operational foundation supporting it.
Lastly, when selecting digital marketing vendors, use a comprehensive tool to define your needs and vision as a dental entrepreneur clearly. Create a checklist and interview potential vendors to ensure they align with your specific requirements. This approach will empower you to make informed decisions and find partners who contribute to your dental practice / dental group / DSO’s success.
Dental entrepreneurs and leaders can boost their company’s revenue and profitability by employing these four marketing hacks. Remember, a strategic approach, supported by operational excellence, is the key to thriving amidst the competition.
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