The first step is to survey your happiest patients. Ask what they think about the practice and how they consume marketing. An emailed survey looks simple to the patient, yet it provides immense insight into the practice.
When you survey patients, you get timely, relevant and actionable feedback. You learn precisely what they love most about the practice, and it’s typically not the things that come to mind first. It’s not technology. It’s not philosophy. It’s not even credentials. The thing they love best is that you made life better.
When surveyed correctly, patients light up and share animated stories. This is the gold that really sells your practice to new patients.
The surveys also reveal what media patients use to “shop” for a new dentist. This is important to know so that you invest time and money only on the marketing tactics that will help the practice now. It eliminates, once and for all, trial-and-error marketing, which is costly and time consuming.
If you discover that your favorite patients and the people they know aren’t following Facebook, then don’t invest there. But if every family reads the neighborhood newspaper cover-to-cover, run a print ad there. If 70% of patients pay attention to direct mail, advertise there.