After reading our last article on the benefits of implementing marketing in your office, you might come to an unequivocal conclusion. It is worth implementing marketing. We won’t repeat the reasons, but if you don’t know yet, I refer you to the previous article 🙂
Alright, so what next? We already know why it’s worth dealing with marketing, but how do you do it? Take it easy – you will find the answer to this question in this article.
Start with the diagnosis!
The first of the necessary actions is to carry out a marketing audit. Take it easy, it may seem complicated at first, but it works just like when you treat a patient. After all, you won’t begin to heal without a preliminary examination, will you? Likewise, we won’t start marketing without thinking about what you already use and do.
Start with a simple step. Grab a sheet of paper and a pen or open your favorite spreadsheet, then create a small table with two columns. I’ll mention right away that I recommend choosing an Excel or Google Sheets type sheet, as the table will be fleshed out.
In the left column, list the marketing tools you use and in the right column, leave space for a description of the situation. What tools are they talking about? You will find it in the list below.
If you notice that none of the activities mentioned above are working in your office, don’t worry. Sometimes it’s easier to start from scratch than to fix something that’s been neglected for years. You will learn how to start and conduct new marketing activities in the following articles.
OK, so what can you opt out of when performing such an audit? I’ll list some of the more commonly used tools in a moment to make it easier for you to understand what we’re looking for. Remember, however, that there are many other forms of marketing and it would be difficult to put them all on one list.
In your “search” you can find such treasures as, for example:
• office website,
• Google business card,
• social media profiles (Facebook, Instagram, YouTube, etc.),
• paid ads (Facebook Ads, Google Ads).
Are your activities already listed in the left column? Great, time to fill in the right column. Let’s explore your situation through the prism of each of the tools you mentioned.
A clean desk = a clear mind
Cleanliness is a prerequisite for any properly performed medical procedure. It’s no different with dental marketing. Here, too, we must introduce order. Acquiring patients, building the image of the practice or hiring doctors can be difficult if our activities are chaotic and uncoordinated. It would be like acting blindly, and we don’t want that.
However, we already have a list of our activities. This is the first step to clearly assess our situation. Now let’s find out where we are and enter this information in the right column. If you are using a spreadsheet, you can write additional information on separate lines.
Again, to help you, I will now list some sample questions that you can use with the tools mentioned earlier.
Do you manage a clinic’s website? It is a solid base. But it’s time to ask yourself the first questions:
• Is the website up to date?
• Does it contain all the elements that a good dental office website should have?
• Is it responsive, so does it display as well on a mobile phone?
Check all these things and write them down.
Google business card
Another tool is almost inextricably linked to our industry, just like a good website. All our patient opinions go here, and the average rating often determines how high we will appear in the Google search engine.
At this point, you should ask yourself the following questions:
• Do all opinions (also negative ones) have an answer?
• What is your average grade?
• Is this a satisfactory opinion considering that patients generally choose practices with an average above 4.0?
• Are you actively gathering new opinions? (Do you or the receptionist encourage you to leave a review after each visit? Do the doctors in your office encourage you to leave a review?)
After analyzing this necessary marketing element of each office, we can move on.
Profiles on Facebook, Instagram, YouTube, etc.
Social media is a great place to nurture relationships with existing patients, and is also necessary if we intend to use advertisements such as Facebook Ads. It’s worth keeping your profiles up-to-date and carefully maintained. To verify this, let’s go to the following questions:
• Do you have a profile on Facebook / Instagram / YouTube / etc.? ?
• Do your profiles contain up-to-date information such as phone number and hours of operation?
• Do you have unanswered messages in your inbox?
• Do you regularly add content?
• Do you respond to comments?
We have another information on the situation. So let’s move on.
Paid Ads (Facebook Ads, Google Ads)
If in any of the previous points you see that there is a lot to fix, then this point is probably not working properly for you. Why? Usually, until the first ads are launched, we organize our marketing so that the foundations work well, and only then do we acquire new patients. However, if you are carrying out advertising activities, you should focus directly on the analysis panel. Questions you can ask yourself include:
• Is the attack rate of a potential patient higher or lower than before?
• Has the number of patients increased this month?
• Is the ranking of my advertisement satisfactory?
• Are my ads properly optimized?
Another point is passed. We move on to the following.
What if you still have tools on the list that don’t have a description? As I mentioned, it would be difficult to list all the actions, but you will be fine. Think of it the same way and describe your current situation. If you have a problem with something, do not hesitate to ask – you can find the contact at the bottom of the article.
I already know what I need to heal – so what?
The audit is behind us. Path to follow! You are already further than a large part of your competitors who are still unaware of the situation. You can put your scan results where you go most often to help you remember what needs to be done. This will be your marketing compass.
The next step will be to heal the explored areas. However, you will learn how to go about it and what our next steps will be in the next article.
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From the newsletter you will learn, among other things:
• Where to start with dental marketing?
• How to take care of the image of a dental practice?
• Where to start recruiting patients?
• Which activities should be delegated and how?
• How does an advertisement for a dental practice work and how do I use it?
• When is it worth choosing a marketing agency?
Do you need individual help?
We conduct free consultations with office owners and managers to help them conduct their marketing effectively. You can find the consultation link here: https://calendly.com/upclinic-kamil/konsultacje