Patient Attraction Episode 552: Are YOU Making These Common Dental Marketing Mistakes (Part 2)?
If you are using only your eyes to decide if your marketing is working, you are making dental marketing mistake number 2. I’ll tell you why when we return.
– Hello, and welcome to part 2 of our series on common dental marketing mistakes.
– Today, I want to tell you why buying what what you like has nothing to do with effective marketing – and why it could be costing you patients and profits.
– Mistake number 2 that dental offices make is they don’t track return on investment.
– That is, for every $1 you spend on some type of marketing, how much money does it bring in return.
– I want to couch this in a way most of you can understand:
– Let’s say a direct mail firm contacts you and offers you a great deal on some pieces.
– They bring you numerous examples, and they are just BEAUTIFUL!
– Nice big picture of you, big headlines about what you do, nice map of how to get to your office, a ton of great colors – all things that make you SURE your phone will be ringing off the hook with new appointments.
– Then you wait and wait and wait and wait.
– You get some new patients, not as many as you would like, but it’s hard to know for sure if they were drawn by the direct mail piece.
– Or maybe it was a TV ad, or a slick in the newspaper, or even a new website.
– You were just wowed by how great they looked.
– The problem is, you got taken in by the appearance of a piece created by people who know how to market to DENTISTS, not dental prospects.
– You took your eye off the prize and got caught up in having a good looking ad, commercial or website, when what you really needed to look at is what will draw patients.
– More importantly, what you needed was a marketing piece that could QUANTIFY the number of new patients it brought in.
– For all of our clients, we use a web tracking phone number so we can see how many phone calls came in via our web marketing efforts.
– So any ad agency, TV station, newspaper or web marketing company that wants to let you use your main phone line for marketing up is SETTING YOU UP to string you along.
– They want to be able to tell you, “Wait a little longer. It will work.”
– And don’t let them drop any of that “branding” crap, either.
– Branding for dentists is a byproduct of quality marketing.
– Tell people what problems you can solve for them, and you will establish your brand.
– So I guess I’m kind of commenting on TWO common mistakes here:
- Getting caught up in attractive marketing that touts the wrong things.
- Not having any way to track how well your dental marketing is working.
– So what ROI should you get on your dental marketing investment?
– It’s a totally logical question but one that is hard to answer.
– The ROI on a full mouth reconstruction is different than drill-and-fill dentistry.
– The only way to know what your ROI should be is to look at your marketing in your area.
– If you’d like me to evaluate your marketing and tell you how it can be improved, go to www.SmartBoxWebMarketing.com, go to the Learn tab, click Products, and then click on The Swift Kick Dental Website Review about halfway down the page. You can order a customized 30-minute video critique of your website, social media presence, online patient reviews, dental videos and more using our 131-point dental web marketing checklist.
– Come back tomorrow when we will talk about a 4-letter word some dentists avoid like the plague.
– Until then, keep moving forward.