Today on LinkedIn Answers, I reviewed comments on a marketing question that I hear from dentists quite often. To paraphrase, the question is: When marketing a dentist, not just a practice, when does branding turn into bragging? Dentists don’t want to come off as narcissistic to potential patients or their colleagues. However, as the primary service provider in a dental practice, a dentist has to mention his experience, education, and expertise in marketing. Rest assured, with professional guidance from Modern Dental Practice Marketing, you won’t appear to be full of yourself.
Professionalism in Marketing
As a dentist, you probably appreciate evidence-based medicine and treatments. Follow this same philosophy in marketing, and you’ll avoid puffery. First, your online real estate (dental website, blog, microsites, social networking profiles, etc.) should convey the facts: your education, internships, years in practice, continuing education, certifications, awards, and other accolades, including published works, public speaking, and teaching experience. All of these facts should be woven throughout your website text, as well as your blogs and microsites.
In addition to the message you send online, you need to promote what patients say about you. Two evidence-based marketing tools are personal referrals and personal testimonials from current patients. Dentists often struggle in this area.
Asking for Testimonials
For all dentists, except those in Texas*, testimonials from actual patients serve as the best source of positive opinions regarding your care. Marketers have known for a long time that word-of-mouth marketing, that is to say personal referrals, is the most cost-effective advertisement. People trust what their friends recommend, in most cases. If your patients actively tell others that you’re wonderful, they are like walking radio ads that don’t cost you a dime.
Studies show that word-of-mouth referrals online, which are commonly called word-of-mouse referrals, are highly effective. About 70% of Internet users believe the reviews they read, or watch, online. So, as a dentist, if you are not asking patients for testimonials, you’re doing your marketing strategy a disservice.
The Strategy: At your checkout desk, your employee should ask the patient if he or she would like to fill out a testimonial for the doctor’s website. Have pens and printed forms on hand for convenience. Alternatively, you can contract with a patient communication service to send review requests by email.
Asking for Referrals
The famous motivational speaker, Zig Ziglar, always recommends asking for referrals. Dentists should heed this advice, even if it seems awkward at first.
The Strategy: All you have to do at the end of every appointment is ask patients how their visit was – and if they report that it was good (or great!) – then say you’re very happy to hear it, and you’d appreciate any referrals they send your way. This strategy may seem uncomfortable at first, but you’ll develop phrasing that makes you confident in your request. Practice makes perfect!
Expert Dental Marketing
To handle legal issues professionally, you rely on a lawyer. To file your taxes correctly, you rely on a CPA. Likewise, to establish a professional brand and market your dental practice with integrity, you need to rely on a professional dental marketing firm. Call Modern Dental Practice Marketing today at 972-781-8861. We provide dental industry professionals with complete online marketing, from logo design to search engine optimization. And, as an MDPM client dentist, you’ll have access to complimentary dental marketing consulting any time you need it.
*Texas Dental Association dictates that dentists not use testimonials in marketing.
Related posts:
- Dentist Website Bios: The Line Between Professional and Personal
- Blogging, Branding, and Bringing in New Patients
- No Prize Required for Great Referrals
Source: http://moderndentalmarketing.com/2012/09/personal-branding-not-personal-bragging/
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