Getting patients through the door of your practice can be hard enough at the best of times, but it is even more difficult when your dental marketing has become old and stale. If your patients end up seeing the same posters and flyers on consecutive check-ups, it is going to have a detrimental effect.
Not only will the advertising have severe diminishing returns regarding the impression it makes on people seeing it for the second or third time, it will also make your practice seem old and out-of-date. People like to think their dentist is on the cutting edge of oral healthcare, and aging promotional material will not give off that impression.
One way to really make your dental marketing seem fresh and new is to base it around current events. You can use talking points from the news and popular culture to make sure that your promotional material is relevant and up-to-date, which will also stand a good chance of resonating better with its target audience.
This is one of the better ways to make sure people notice your new marketing. If you purchase new material, patients who are not very familiar with your practice will not know whether you installed it last week or last year. However, if you theme it around current events it is very clear that it is new material.
It is also more likely to stick in your patients’ minds than standard advertising. If you theme your material around a big musical or sporting event, you are engaging with the interests of many with your patients. This will make your marketing all the more effective.
So, what kind of events can you use to your advantage in this way? One option is to use major sporting competitions. Right now, for example, the country’s sports fans will be watching the end of the World Cup and the beginning of the Tour de France. You can use these by entreating your patients to aim for a ‘winning smile’.
There are other options of course, such as the summer holidays or the music festival season. Referring to these in your promotional material is an excellent tactic. However, it is not usually practical or cost-effective to completely redo all your posters to fit with current affairs. Luckily, there are other options.
You can use a waiting room slideshow, for example, and switch out the adverts shown on it for ones that are relevant to current events. This is a great way of keeping your advertising varied.
Alternatively, you can turn to the internet for your solution. The advantage of online marketing such as patient ezines is that it does not require you to get anything printed. This enables you to have your finger on the pulse of current affairs, and tailor your advertising to take advantage of recent events.
However you choose to do it, updating your marketing regularly is a great way to make your dental practice seem fresh and relevant. It may seem like a lot of work, but it can be a great way to get more people to walk through your door.