The dental industry is changing. Referrals are no longer the only way to funnel patients into your practice. The good news is, if you adapt to this changing marketplace now, you’ll reap the rewards sooner than you think. But how do you get started on even determining what your growth goals should be? Whether you’re a single-location practice or a group DSO, you need to objectively assess your current state and make sure you have the right tools to get you there. In order to kickstart your dental practice growth plan, start by asking yourself these three questions:
1. Does my practice need an upgrade?
What do you have to offer that your competitors don’t? Are you certified to offer the latest, less invasive techniques? Have you acquired modern technology for faster and more effective care? Acquiring a laser or a cone beam CT scan can be pricey but if advertised correctly they can offer huge profit margins. And if it’s between you and your competitor, we both know a potential patient will choose the practice with a more well-trained staff, more minimally invasive techniques, and more modern office.
Speaking of your office, sprucing it up with amenities like TVs in every operatory, a coffee bar, and blankets for long procedures along with comforting and modern décor can make patients feel welcome before they even walk in. Updated photography of these amenities can be shared through multiple platforms online in order to catch patients in the research phase. Differentiate yourself in more ways than one so when the time comes to choose, there’s no question who they feel more comfortable with and who they trust the most.
2. Are my marketing efforts effective?
Setting yourself apart from the competition is first but communicating this unique added value to patients can be harder than you think. Pushing discounts to the wrong audience can make you look cheap. Not using the right medium can mean a waste of resources. So, how do you ensure your marketing efforts are moving in the right direction?
First, make sure you’re speaking to the right audience. Are you targeting the patient demographic that’ll increase your growth? This may be different from your current patient population. Second, find out if you’re showcasing what sets you apart. Is it your credibility, experience, or expertise? Is it your comprehensive list of services? Next, determine what medium will really reach your audience. Radio or TV may not be the best use of a small budget but can have high returns in the right market. Finally, ask the experts. Make sure you have at least one person in charge of organizing and analyzing your efforts. Marketing isn’t cut and dry. It isn’t just direct mail and social media. Creating a consistent brand that communicates what makes you the preferred provider and truly converts patients can take time. Set goals, track them, and make sure you have the right team to analyze and adapt to them.
3. Do I have the right support to reach my goals?
You can’t do it all by yourself. You also may not have the skill sets you need to grow already on your team. You may need to diversify your service listings and hire an associate. Do you have a treatment coordinator that shows consistent results? If not, she or he may need training to convert at a higher rate. Are you able to objectively assess your current state and identify your strengths, weaknesses, and opportunities for growth? Hiring new team members can help and hiring a consultant to guide you through expanding and developing your business may be the final tool you need to reach your growth goals.
With over 35 years of experience growing small dental practices to multimillion-dollar DSOs, we not only have the experience but the proven results to confidently say that we can help. Sometimes, all you need is a change in perspective and a helping hand. Our consulting services include everything from training and coaching your team to developing funnel marketing campaigns using search engine optimization, pay-per-click, videography, and OTT advertising tools to effectively communicate your brand. Give us a call at 973-809-5466 to set up your complimentary dental marketing and practice growth consultation and learn how you can take the next step to growing your practice.