Dental Marketing Strategies: Outreach And Engagement

Marketing for dental offices has evolved to include a range of strategies to attract new patients and retain existing ones. With most patients searching online for healthcare services, dental practices must focus on digital marketing techniques, including a strong online presence, search engine optimization, and social media engagement. Email marketing and text messaging are also effective ways to reach patients and provide personalized communication. Additionally, referral systems and partnerships with dental product manufacturers or local businesses can help expand a dental clinic's patient base. Dental offices can also utilize traditional marketing methods such as billboard advertisements and collaborations with influencers to build brand visibility.

Social media marketing

Firstly, it is crucial to understand your target audience and create content that resonates with them. This involves knowing the demographics and preferences of your audience, as well as understanding the specific needs and concerns of your patients. For instance, if your practice specialises in paediatric dentistry, you may want to create content that focuses on making children feel welcome and comfortable. Utilising visual assets, such as before-and-after photos and video testimonials, can help to showcase your services in an engaging and accessible way. However, it is important to obtain written permission from patients before using their images or videos online.

To build a strong online presence, it is essential to focus your efforts on the social media platforms that will have the biggest impact. While it may be tempting to be active on as many platforms as possible, it is more effective to select a handful of platforms that align with your target audience and goals. Consistency is key when it comes to posting content, with daily posts being ideal. It is also important to avoid being overly promotional, as this can turn followers away. Instead, limit promotional content to less than 20% of your organic posts and save the sales pitch for your social media ads.

To further enhance your social media presence, consider partnering with health organisations, such as local hospitals or dental health product manufacturers. This can broaden your audience and establish your practice as an integral part of the community's health ecosystem. Additionally, utilising tools like NexHealth and Weave can help you manage your social media presence, track patient engagement, and streamline patient communication.

Lastly, remember that social media marketing is a long-term commitment. Building a following takes time, and it is important to be patient and persistent. By consistently delivering valuable content and engaging with your audience, you will be able to attract new patients and build a loyal community around your practice.

Referral systems

A dental referral program can be established in several ways. Firstly, by encouraging word-of-mouth referrals, which can be incentivized through a referral bonus system. This could include discounts on dental services, gifts, or even a dinner with the dentist and their team. You can also thank patients for referrals, regardless of whether the referral becomes a new patient, to maintain a solid relationship. Secondly, by utilizing social media and online tools, such as Weave's Email Marketing tool, which provides pre-written templates and Call-to-Action buttons for quick responses. Thirdly, by partnering with local businesses and professionals in the health and wellness industry to display promotional materials, such as rack cards, which include a tear-off business card with a new patient offer. Finally, by creating referral packages or "cupcake duty", which can be hand-delivered when introducing yourself to potential referral sources, such as doctors in various fields.

It is important to note that building a referral system takes time and may not show immediate results. However, by incorporating it into your overall marketing strategy, you can effectively expand your patient base and turn new patients into loyal ones.

Influencer partnerships

You can find dental influencers by searching through niche-specific hashtags such as #DentalCare, #SmileMakeover, or #Orthodontics. These tags will often lead you to top-notch content created by dental professionals and enthusiastic influencers. You can also find influencers by attending dental conferences and seminars, which are great places to spot key opinion leaders and trendsetters in dentistry. If you need a more targeted approach, you can use tools like Influencer Hero, which allows you to refine your search using various parameters like influencer interests or audience demographics.

When choosing an influencer to partner with, look for someone who offers value. You’re investing time in them, so you should get something out of the relationship. Be picky about who you follow and where you invest your time. A good way to judge a dental industry influencer is to ask yourself if you’d like to get a coffee with them. If an influencer you follow no longer offers you value, don't be afraid to unfollow them and make space for someone else.

Some examples of top dental influencers include Dr. Simon Oh, a leader in dental implantology; Dr. Lolo, a pediatric dentist who creates fun and educational videos for kids; and Dr. Bethany Piziks, who focuses on leadership, profitability, and personal growth in the dental industry.

Internal marketing

To achieve this, it is crucial to educate and engage staff about the practice's services, values, and goals. Ensuring that the team is knowledgeable and aligned with the practice's mission helps deliver consistent, high-quality patient care. For instance, educating your staff about how to communicate and promote the practice in an ethical way is essential.

Another aspect of internal marketing is focusing on building and maintaining strong relationships with existing patients. This includes personalized patient care, follow-up communications, promptly addressing concerns, and creating a comfortable and friendly environment within the office. Satisfied patients are more likely to refer others, so encouraging referrals through word-of-mouth is an effective strategy.

Additionally, internal marketing involves fostering a positive and supportive work environment, recognizing and rewarding employee achievements, and addressing staff concerns. This contributes to employee satisfaction, which positively impacts patient experiences. Encouraging employees and patients to engage with the practice's social media accounts and online communities helps build a strong online presence and a sense of community.

Google and Facebook Ads

Google Ads and Facebook Ads are powerful tools for dental practices to promote their services, attract new patients, and retain existing ones. With Google being the number one search engine worldwide, dental practices can benefit from Google Ads by displaying brief advertisements, service offerings, product listings, and videos to web users. This helps to increase visibility in local search results.

Facebook Ads, on the other hand, offer precise targeting options based on demographic and behavioural information. With over 3 billion active users worldwide, Facebook provides a wide reach and the ability to customize ads to specific target audiences. This makes it a cost-effective, measurable, and flexible option for dental practices.

Google Ads

Google Ads can showcase your dental practice's unique selling proposition (USP). This could include specialized services, treatment approaches, location advantages, or advanced technology used. Google Ads also allows for video content, which can be an effective way to showcase your practice and services.

Facebook Ads

Facebook Ads for dentists can be highly creative and engaging. For example, consider a fun superhero-themed ad campaign targeting parents with children who might be nervous about dental visits. Bright colours, exciting copy, and unique perks such as free superhero gear can help capture your audience's attention.

Additionally, Facebook offers various ad types to choose from, including image ads, which consist of a single photo. You can also direct users to a landing page with conversion-focused copy to encourage them to take action, such as scheduling an appointment.

Both Google and Facebook Ads offer distinct advantages for dental hospital marketing outreach. Google Ads provide broad reach and visibility, while Facebook Ads offer precise targeting and engagement options. By utilizing these platforms effectively, dental hospitals can successfully promote their services and build a loyal patient base.

Frequently asked questions