For many dentists out there, new patient marketing remains a mystery. And that leads to some recurring mis-conceptions and myths on the topic. Below are some of the more common ones that I’ve unfortunately run into. Do these sound familiar to you at all?
Myth #1: Marketing isn’t high enough on the priority list to really worry about. I’ve got a practice to run.
The Truth: The dental industry is changing rapidly. Consumers have more choices than ever before when it comes to dental care. Corporate dentistry is driving down prices. Insurance companies are squeezing margins. And, the competition for quality new patients is fiercer than ever. It’s getting pretty intense out there! Marketing has become one of today’s most critical drivers of a practice’s success. And if you don’t start seriously focusing on it now, you soon may not have a practice to run.
Myth #2: I don’t need to go out and proactively advertise. I’m a great dentist. New patients will find me through word of mouth.
The Truth: If only it were true! Unfortunately consumers do not choose their dentist based primarily on quality of work. And word of mouth, while important, is simply not enough. You need an actual marketing strategy in place which includes understanding your market, target patients, and competition…and then you need to develop a unique brand identity, which you leverage in your advertising, to make you stand out as the go-to-dentist in your area. And then, you must execute the right set of marketing activities for your unique situation in order to go out and attract those prospective patients to your office. Yes, you have to go out and get those new patients….you cannot simply wait for them to come to you!
Myth #3: Why would I hire someone to do my marketing for me? I can do it myself and save big bucks!
The Truth: Your time should be focused on dentistry. You have an accountant, right? You have a lawyer, right? Now, why would you feel the need to do your own marketing? Marketing is an investment. Any money you would “save” by doing it yourself is going to be more than lost if you fail to capture just one new patient each month that you would have otherwise earned by appropriately investing in your marketing. Look, you have years, upon years, of training and experience in your field of expertise – which is dentistry….not marketing. I wouldn’t do my own dentistry….and you shouldn’t be doing your own marketing!
Myth #4: My marketing is all taken care of. I just signed a two-year agreement with some marketing agency a colleague recommended. Now, I can wash my hands of it!
The Truth: If only it were that simple! Here’s the deal. Not all marketing agencies are created equal. And each one is going to perform very differently based on your unique practice situation and market dynamics. So, you need to find the right fit. Shop around. Read reviews. Do your due diligence. Don’t sign long-term contracts without explicit performance agreements. And, once you do select a marketing agency, you can’t just sit back and wash your hands of it. Quite the opposite. You need to manage them. Hold them accountable. And ensure they are meeting the project goals and delivering the results that were promised. Finally, don’t engage just one agency for all of your marketing needs. Nobody is the best at everything. Different agencies have different specialties. Leverage that for optimal results!
Myth #5: Dental marketing is simple! I have a website that my nephew built for me and I sponsor a local little league team.
The Truth: Twenty years ago, that actually might have been enough. Dental marketing is a very complex game these days. The level of sophistication that is required to compete and win has grown exponentially over the past several years, and will only continue to do so going forward. You need to not only invest in your marketing, but you need a dedicated marketing consultant to guide you through the myriad of decisions and investments to ensure your success!
Don’t fall victim to these commonly held myths of dental marketing. Make sure you have a strategy and execution plan in place to grow and succeed in this increasingly competitive market!
About Kent Sears
Kent provides over 15 years experience in consulting and marketing strategy. His work has spanned the globe, in both public and private sector, with leading companies such as Microsoft and T-Mobile. He brings his corporate experience to help private practice dentists realize their full business potential through more effective marketing strategies to stay competitive in the rapidly changing world of marketing and healthcare.