Marketing — Traditional to Technological
The world is changing — and so is the way we do business. Some patients can't live without their laptop and smartphone. Others dread having to learn how to use them. You may love technology, but many people in your patient circle still like the old fashioned forms of communication. You know, a friendly person on the other end of the phone line, mail in a mailbox at the curb, Yellow Pages ads as close as the kitchen table.
You need a little of both — traditional and technology marketing. A 40-year-old dentist may doubt that ... if all his patients are 40 or younger. When all of us old timers are gone, cyberspace may rule — then again, how many households still have a land-line phone in addition to a smartphone for every family member?
Today, computers and websites are a must for every dental practice in this technology driven world. Every dental office has some sort of dental software — some have computers in every operatory. Many dentists have websites; those who don't risk being thought to be ... well ... out of touch.
Websites are not something you can put off. If you don't have one — it's time. But the web is not the only marketing tool you need for maintaining your relationship with your patients. For those patients who like the convenience of filling out health history forms online, it's fine. But it may be the very last time your patient visits your site. Your website may have all the newest bells and whistles known to 21st century man — but it doesn't have much draw once that person becomes a patient!
There are several companies that will keep in touch with your patients for just about any reason you can come up with — even sending your newsletter to those patients who would rather receive it via email. All the constant contact is done by computer or cell phone — yes, they can even text your patients. Emails and text messages are sort of like an alarm clock. Some people jump right up when the darn thing goes off — others hit the snooze button. Email and text messages get one quick look and are deleted. Most email is very short lived — plus it's intangible — gone in an instant. You can have it all. Email newsletters to patients who ask you to do it. Mail to those who think it'll clutter their inbox.
You know email and texting doesn't work for every patient. Some patients want to hear that cheery voice say, "Hi Bertie, it's Rachel from Dr. Dandy's office. Just wanted to say we’re looking forward to seeing you Wednesday at 9:30. See you then." It may be that nice, little 30-second call was recorded on an answering machine (ancient technology). But it's friendly, warm and just what Bertie likes. She also prefers receiving your quarterly newsletter in her at-the-curb mailbox, to pick up while she's relaxing on the couch. Bertie has not evolved into that cyber savvy place yet — she and her generation may never. To keep them, cater to them. And remember the Berties of the world are most likely your best source of referrals.
Mail a quarterly newsletter to your entire patient base. Why? The key here is staying in touch — staying in your patients' minds. A mailed newsletter with news about dentistry, health, your office says you care and are thinking about your patients' well-being. It comes in their mailbox, they handle it and read who it was sent by — it reminds them that you are their dentist. Email your newsletter to only those patients that ask you to do so.
Newsletters have been devalued because dentists don't think they get them referrals or don't get read 100% from front to back. That's probably true, but it's not the newsletter's job. A newsletter's job is to keep your patients focused on what a great dental office — and great dentist — they have. It keeps your patients coming back for more. That's the job of a newsletter — retention!
For some reason dentists never seem to get too excited about retention. That's scary! You see, your patient base is what you worked so hard to attain. It's why you stuck to it in dental school, why you went into debt to open your office — it's IT. Your patient base is the most valuable thing any dentist can ever hope to have. When the economy is slow and new patients become few and far between, what will sustain your practice is your family of existing patients. Never lose sight of that truth. Nurture your patient base and all else will follow. Your patients send you their friends and family — referrals — new patients.
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