There are lots of things that you can do to make sure you are making the most of your dental marketing, but there are also plenty of pitfalls that you should avoid when working on your surgery’s campaigns and branding.
One trap that is very easy to fall into is failing to adapt to new marketing technologies, which are constantly evolving as people become increasingly reliant on digital devices for all sources of information. For example, campaigns are much more effective when they’re run on an e-newsletter basis, rather than via targeted phone calls.
Don’t employ what is known as a scattershot approach, which means trying anything possible to drive more sales and clients to your surgery. You need to employ a proper strategy that is based on cohesive information about who your target audience is and build campaigns that properly reflect what they’re interested in. Failing to have a well-considered strategy in place means that even though you might have produced leaflets or adverts that look great, you’re going to have wasted your marketing budget if they aren’t appropriate for your patients.
When it comes to your content, lots of surgeries tend to make the mistake of selling too much to their audience instead of sharing information about their products and services. It’s important to remember that selling has a time and place and this isn’t necessarily appropriate when you’re promoting educational content to your audience. For example, if you are trying to promote the importance of oral health for children, then this should be the main focus of your message, instead of creating a pitching document.
Similarly and all too often, people are more concerned with creating content aimed at the sales funnel in their surgery, rather than focusing on the customer lifecycle. What this means is that you need to continuously engage with your audience that helps to create and maintain long-term patient relationships. So, whether you’re writing content for your new website, building a newsletter campaign or creating posters, all of your marketing materials need to hit the mark with your clients.
For information on how we can help you improve your surgery’s marketing, contact Designer Dental Marketing now.