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    6 signs marketing your dental practice could be a waste of your time

    The key practice management areas to focus on before spending those hard-earned marketing dollars.

     

    Financials

    4. Failing to track current marketing

    It’s easy to tell a certain marketing effort is working when the phone suddenly begins ringing off the hook, but this shouldn’t be the sole measurement in deciding whether a specific tactic is providing the desired return on investment (ROI). 

    For example, it could be that while a direct mail postcard campaign elicits a ton of phone calls, they don’t materialize into actual appointments. At the same time, another medium may drive inquiries that largely convert into new patient exams, making this endeavor much more profitable. 

    Tracking the ROI provides hard numbers as evidence of what works and what doesn’t and helps you decide where you can best direct your marketing budget in the future. 

    Trending article: Boosting your online reputation: 10 hacks every dentist should know

    The front desk team that answers the phones should also be in the habit of asking every single new caller his or her name and how he/she heard about the practice. Other essential measurements of success include tracking what proportion of new patient callers (or online inquiries) actually make an appointment and of those, how many actually follow through and show up for their first visit.

    Sample script: 

    “Thank you for calling Dr. Smith’s office – this is Naomi – may I ask who I’m speaking with?” (pause and make note of new patient name)

    “Well, patient name, you made the right choice calling Dr. Smith. All of her patients love her and I know you will too. In fact, many of our patients find us by way of referral… is there anyone in particular we can thank for referring you?” 

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    Naomi Cooper
    Naomi Cooper is President of Minoa Marketing and CEO and CEO and co-founder of Doctor Distillery. Naomi is a respected dental marketing ...

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