When I meet a new patient, I always ask how they found the practice. I am often amazed that many patients come in not because of my website or my Instagram page, but because there is a cohort of people that “love me” in a particular Facebook group or on Reddit. It’s interesting to me that the marketing efforts I control are sometimes outperformed by messages out of my control. This isn’t to say that marketing to new and existing patients is unnecessary. Quite the contrary—marketing is essential for a dental practice’s success—but so is every patient encounter. You never know who might be singing your praises or throwing you under the bus in an online forum! Hopefully glowing recommendations from existing patients, a strong, authentic online presence, and some modern conveniences (e.g., online scheduling) will compel new patients to give your practice a try.
When I bought my practice 10 years ago, I would personally ask existing patients for referrals. Many patients didn’t think that my practice was accepting new patients since it was established decades ago. As a result, my practice was likely overlooked when prospective patients would ask current patients for a recommendation. We should never assume that patients know that we are actively growing our practices. Introducing new services is a terrific way to serve more patients and enhance revenues; many patients appreciate when we keep procedures in house so they don’t have to travel to another provider.
These are just some basic examples of how a simple exchange can become a fruitful marketing effort. Every aspect of a practice involves an experience, and ultimately, a marketing opportunity. The question remains, do you make the most of these opportunities, or are they missed?
This issue delves into marketing, including new-patient acquisition, PR firms, tips for making a great first impression, marketing strategies that actually work, and the one thing your social media page cannot thrive without. I have found that marketing is an ever-evolving endeavor in my practice, and we must adapt to the needs and habits of the consumer. If not, some marketing efforts may not yield the results we desire.
When marketing efforts work, they are fun and rewarding. When they don’t, they can be costly, disappointing, and frustrating. Let this month’s DE help you win the marketing game!
Best wishes for a strong start to Q2 and a sunny spring!
Pamela Maragliano-Muniz, DMD
Editor's note: This article appeared in the April 2024 print edition of Dental Economics magazine. Dentists in North America are eligible for a complimentary print subscription. Sign up here.
