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Patient Attraction Episode 833
The word “congruent” basically means “in agreement or harmony.” Congruence among all parts of your marketing is essential for attracting the new dental patients you want. But congruence between your marketing AND the dental patients you want is even more important. I’ll explain more after the break. Stay tuned.
– I’m Colin Receveur, and welcome to the Patient Attraction Podcast.
– In Patient Attraction Episode 799, I talked about how the decor of your practice has to align with your patients’ expectations.
– The same is true for your marketing.
– Your message, and how you deliver it, defines what kind of patients you will attract.
– If you’re looking for high-value big cases, your marketing has to reflect the investment that those patients will make in their care.
– It’s no different, really, than expecting a high-priced hotel to have classy advertising and offer superior service.
– That means that you can’t take a flyer with your marketing just because you feel like it.
– ALL of your marketing has to be congruent, in agreement or harmony.
– Consistency of message and how it’s presented is crucial.
– Your marketing also has to be congruent with the expectations of the patients you want.
– They don’t care about your superior imaging equipment, they care that they’ll be exposed to less radiation.
– They don’t care about the seminars you attended, they care about whether you can quickly solve their dental problems and provide a superior outcome.
– Basically, all of your marketing has to stress what the benefit is to your patients.
– That’s what they expect and want.
– Congruence between your patients’ expectations and your website is absolutely crucial.
– That’s where your prospects will go for information before deciding to choose you.
– So, think about that – are you after big money cases but offering discount whitening or restorations on your website?
– If you’re looking for big case patients who will pay, stay, and refer, does your website reflect that demographic?
– If you’re an “everything to everybody” practice, don’t expect to land a lot of big cases.
– Those patients are looking for superior service and outcomes for their investments.
– Trying to be everything to everybody will just muddle your message.
– Be congruent in your marketing and with your new patients’ expectations, particularly on your website, and you’ll get more of the patients you want.
– Dr. Michael Abernathy, founder of Summit Practice Solutions, agrees.
– “Your marketing ties really intimately into your website. You’re driving people there; there needs to be a consistency, a continuity with external marketing, internal marketing, and your dental website. Colin is able to put the whole package together, and that’s probably the biggest difference in this company and some of the companies that we’ve worked with before.”
– If you’d like me to evaluate your website and tell you how it can be improved, go to smartboxdentalmarketing.com, go to the Resources tab, click Products, and then click on The Swift Kick Dental Website Review. You can order a customized 30-minute video critique of your site, social media presence, online patient reviews, dental videos, and more using our 131-point dental web marketing checklist.
– Join me for our next podcast.
– Until then, keep moving forward.