What’s the best way to promote your dental practice?
The short answer is: The way that gets you the patients YOU want.
Contrary to popular belief, dental patients aren’t created equal, at least in terms of their value to your practice. In any given market, at least 20 percent of dental prospects have the ability and willingness to pay more for the right dentist.
It’s surprising how many dentists don’t target that market segment. They keep on following the traditional “wisdom” about dental marketing: chasing patients by advertising low prices, discounts, and insurance. Those dentists get new patients – these days, it’s hard to avoid it – but the patients they get are price-shoppers, hagglers, insurance-driven patients, and one-and-dones with no loyalty to the practice.
Those dentists are practicing “treadmill dentistry,” working too hard for too long for too little. It’s too little because practically every dentist who does price-based marketing is automatically in a price war against their competitors. The downward pressure on fees shaves doctors’ margins to the bone. Those dentists have to see far too many people to make any real money.
There’s a much better answer to the question of how to promote a dental practice. Dentistry was never intended to be an endurance contest, and it doesn’t have to be.