There is no single solution for getting new patients to your practice. Instead, there is a process composing of five underlying interconnected parts that bring potential clients through the doors. As much as each of the five components has a key role in driving the process, focusing on all of the aspects as a whole is essential – if any one link is missing it can impact the bottom line.
Promotion
When beginning the search for a dental office, Google is often the first step. Potential patient, David, just moved to Boston and knows he is due for a dental checkup. David, representative of dental patients across the country, turns to Google for any and every inquiry – healthcare included. How your practice will show up in his Google search is a function of your investment in Search Engine Marketing (SEM). In this digital marketing component of the wholistic approach, Google AdWords and Search Engine Optimization (SEO) are the main focus of your SEM strategy. Paying for AdWords will prioritize the ranking your website enjoys in a Google search, and making your practice’s website search engine-friendly (SEO) will improve your rankings across all search engines.
Reputation & Brand
David hesitantly finds your website in multiple spots on the first page of his Google search, and the savvy searcher that he is also checks out your reviews on Google, Yelp, and comments on your Facebook page. These third-party reviews are valued more than testimonials highlighted on your own website due to their perceived trustworthiness.
Leads
David has checked your reviews, location, and is now assessing your website. Is there fresh content or dated information presented? Is your site clearly organized or non-intuitive in its user accessibility? Are there links leading to helpful information and back to internal pages on your website? While easily discovering the information he was looking for, David also enjoyed reading a well-crafted mission statement and staff bios that were cohesive with the aesthetics of the original photography and video clips introducing the practice.
All of the experiences that David has undergone so far lead him to contact the office.
Conversion
The final step – the phone call. In this most crucial of crucial steps, 50% of leads that your marketing has generated could be lost in the phone call. When the phone rings, your practice has already spent an average of $150 for that call. However, with in-person phone training along with a manual of best practices, your receptionists and staff understand how the phone call can transform the visitor experience and make appointments for leads that otherwise would have been missed. David was treated professionally throughout the call. His visit is next week!
Experience & Ongoing relationship
Congratulations, you have made it through the entire five-step wholistic approach. David is a satisfied patient, excited that his positive review of your practice was responded to almost immediately on Google and Yelp. He refers his new friends and colleagues to your practice, confident that by simply mentioning your name they will find your website quickly and have a remarkably patient experience themselves.
You’ve now implemented all five parts of an integrated marketing strategy. To ensure sustained success, you must have these parts continue to work smoothly in conjunction with each other. Having all these parts implemented and overseen by one person or entity can ensure continuity and consistency in message and brand. And that is the key to successful marketing.
