The dental industry, like almost all health sectors, is strictly bound by qualifications, certifications and regulations. When you work in such a closely monitored and compliance-rich environment, it’s sometimes hard to process that not all industries operate in the same way.
Did you know, for instance, that digital marketing, an umbrella term that includes web development, SEO, online ad campaigns, and social media management, is entirely unregulated? In practical terms, this means that anyone can set up a company, call themselves an ‘expert’, and sell their services without any experience, education, or justification to back this up.
It's also relatively simple to start a new venture in the field. To offer a basic service, all someone needs is a laptop and internet access. There are very few start-up costs and no applications to be granted. There’s also no industry watchdog from whom clients can seek advice or make a report if things go awry.
All this leaves dental practice owners highly exposed. Not only are you at risk of throwing away good money if your digital marketing supplier isn’t all they claim to be, but your reputation could also be at stake. If your digital marketer is underperforming or under-skilled, your website's search engine performance could slip, leaving you practically invisible online. They could even be incorporating shady SEO practices that appear to deliver quick results but which Google will eventually penalise.
Unless you’re an expert in the world of online search, which is almost impossible if your core focus is in dentistry and practice management, the absence of regulation in digital marketing leaves you with little more than hope and confidence in your character judging abilities to ensure your digital marketer is one of the good ones.
It can even be tempting to attempt your own web design and SEO or, if budget allows, hire an in-house marketing manager. But doing your own online marketing is the equivalent of a non-dentist having a go at tooth extraction. It never ends well. If you decide to make a permanent hire, remember that ‘marketing’ is as broad a field as ‘health’. A professional marketer may have experience in events, PR or graphic design, but how much SEO have they done? Probably not a great deal, if any. If you hire someone with SEO experience, they may be brilliant at SEO, but don’t expect them to be able to turn their hand to all things marketing — they may lack copywriting skills and are unlikely to be able to do a good job with graphics.
Deciding the risks are too great, and you’ll steer clear of digital marketing is also not an option. You still need to make sure patients can find you online; that your website is polished and professional so that it instils trust; and you receive good advice in managing negative reviews if you get them.
To take back control, lower your risks and increase your chances of successful outcomes, it’s vital to arm yourself with the knowledge of how to differentiate a true digital marketing expert from someone who’s best avoided.
Due your due diligence
A supplier hoping to secure your work will show you the shiny side of their business — the happy clients, the campaigns that went well — but is there a side they’re keeping quiet about? Find out by checking them out on third party sites, such as Google Reviews and Freeindex. Seeing what past clients are saying about them will give you a three-dimensional view of what they’re really like to work with.
Get it in writing
Your vendor should always provide the agreement and strategy details in writing before commencing work. The language they use should be clear and jargon-free. If there’s anything you don’t understand, ask for clarification before signing off. The written agreement should outline their approach, the reasons for the approach, the frequency of meetings and reports, and aims and objectives. Look out for typos and glaring grammatical errors. If their work is second rate at this stage, it won’t bode well for what’s to come.
Check the Ts and Cs
While a contract must include some legalities, it should still be comprehensible and transparent. Too much legalese could be a sign your provider is trying to hide. Make sure you know the conditions of your contract, mainly the notice period and any cancellation clauses. You don’t want to find yourself locked into a contract if the work turns out to be substandard. Nor do you want to be told too late that the contract has rolled into another year, and there’s no way out. A supplier confident about their work won’t feel the need to lock you in — they know you’ll choose to stay.
Know the difference between chartered and certified
Unlike in other industries, in marketing it isn’t too onerous to become chartered. Organisations that award charterships are limited in what they can do should a member underperform. They may consider stripping them of chartership, but there’s little they can do to protect you as a customer. Look instead for a supplier which has been awarded partner certification, such as from Microsoft or Google. Achieving certification means they have had to prove their mettle, and the partner has acknowledged their service and performance.
The power is with you
It is normal practice in digital marketing for suppliers to be asked to pitch for new business, and most expect this will be competitive, meaning several other businesses will be pitching too. Ask a minimum of three suppliers for a proposal. Give them all the same written brief, budget and a deadline.
From the proposals you receive, shortlist two and invite them to meet with you. Decide how you will judge the proposals, making one criterion your gut instinct. Digital marketing is, quite rightly, full of figures and metrics, but if everything else is equal, make a decision based on the people. Would you enjoy working with them? Are you a good cultural fit for them, and them for you? The success of the campaign will directly correlate with the success of the relationship.