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Patient Attraction Episode 066: You Are Dooming Your Marketing Before It Even Begins
This is the first of two parts because I think it is important enough to spend some time on. This is really where a marketing plan has to start.
Potential clients call me all the time interested in doing business with us because they say that their current marketing isn’t working. Rarely is the answer as obvious as they aren’t putting in enough money or they don’t have a web presence.
Feel free to expound here if you like on things like:
● Those docs have been weeded out by now.
● Most docs know they have to put in some effort.
● Whatever points you think illustrate that most docs are doing more than the basis
In fact, many of them have paid someone or several someone’s their hardearned money for a marketing plan that just isn’t working.
● Maybe the website is dated.
● They focus too much on low ROI efforts like social media and payper click ads.
● Whatever else may cause this. But sometimes, the culprit is none other than the doctor himself — and he doesn’t even know it. Marketing is a lot like being a shooter.
● Maybe he’s attracting the wrong patients — bad aim.
● Maybe he’s trying to be all things to all people — shotgun approach.
● Maybe he thinks too small — hunting rhinos with a .22 rifle.
● Maybe he’s not kept his marketing current — misfiring.
What he ends up doing is shooting his own marketing efforts dead.
So here are three questions any dentist should ask before they begin a marketing plan to make sure that it will hit the mark:
1. What do I want out of my practice?
2. What should someone choose me over any other dentist AND over doing nothing at all?
3. What do I know and what do I want to know?
Without answering these three questions, any marketing plan will fail.
● The first, knowing what you want out of your practice, is a key business question — THE fundamental
question that should drive all of your business decisions, marketing included. If you don’t know where
you’re going, how can you get there?
● The second is the issue of differentiation that ANY business has to answer if it wants to not only stay in
business but thrive.
● The third really answers how do you get the second question to answer the first question. Knowing HOW to use differentiation to achieve your practice goals is the key part of the formula.
We’ll talk about all three of those things in the next podcast.
Until then, keep moving forward.