One of the biggest challenges for dental practices is finding quality leads that will convert into new patients. That’s why it is crucial to have a system in place for effective targeting before you start marketing.
Get to know who your prospects are ahead of time so you’re only promoting your business to people who are willing or ready to take action.
Get to Know Your Target Audience
What type of people are most likely to click your online ad? To actually book a consultation after they’ve been exposed to your dental practice? Preliminary research is key to business success and getting to know your customer demographics is a huge part of that. For example, if you specialize in cosmetic dentistry, you might come to find that you have more success marketing to households with a higher income. Not all people can afford to have this type of work done, even if they are interested.
You can also use categories like age, gender, profession, and geography to define who your target audience is. For local businesses who are just starting out, you may need to do some market research to gather information about which people will score higher as qualified leads. If you’ve been in business for a while, keep track of who your existing customers are and use this data to make an informed decision in your next marketing campaign.
Establish an Authentic Human Connection
Take your dental marketing strategy to the next level by marketing to your target audience in a way that is personal and relatable. If you research demographics like marital status and household size, you’ll gain insight on how to create an ad or campaign that is tailored to someone’s lifestyle.
Market to spouses with teeth whitening discounts on major holidays like Mother’s Day, Valentine’s Day or Christmas. Or, if you’re in Pediatrics, send a series of emails to nearby parents on the brink of back-to-school day. The important thing here is to establish an authentic human connection. Show the community that you’re thoughtful and considerate of their needs.
Understand Where Your Prospects are Engaging
When you’re trying to get new dental patients, timing is everything. Not everyone that goes on to your website will schedule a consultation, but that doesn’t mean they won’t convert over time. Find out where your prospects are engaging with your practice the most, whether it be your website, social media channels or by email. Once you’ve gathered this information, you can increase the chances of conversion by investing your time and resources in the right place. The advertisement that got overlooked on your home page might have a completely different success rate if it’s placed on Google or Facebook.
Drive Your Customers to a Decision
If a prospect is on the fence, you should do everything in your power to reinforce their purchasing decision. Time, cost, and necessity are all concerns for new dental patients, especially if the services they need are more complex.
Perhaps you’ve noticed that “Patient X” is spending a lot of time on your dental implants page, but they haven’t taken decisive action. You shouldn’t wait for these potential customers to come to you, because that may never happen. You’re more likely to get a conversion if you connect with them during the decision-making process. Clear up any uncertainties and provide them with as much information as possible to steer them towards a decision.
On a final note, you should respond to all of your leads quickly and precisely. If they come to you with a specific problem, have a clear solution. Do not start bombarding your leads with services they did not inquire about – it will throw up a red flag and likely dissuade them from doing business with you.
Turning qualified leads into new patients takes in-depth research, nurturing, and timely action. It can be overwhelming for local practitioners who are already booked out with appointments. Outsource your dental marketing needs to get your message to the right people when it counts and stay fully focused on your passion.