For the uninitiated dentist, the thought of developing a marketing plan for a practice can seem an overwhelming challenge, but this needn’t be the case. All that is required to create a marketing plan is a little time, guidance and above all objectivity, because no-one can develop a plan for any type of business whilst wearing rose tinted spectacles.
If you believe that everything about your business is the very best it can be, congratulations – I hope you enjoy your retirement! If however you are one of those many dentists or managers who has a desire to improve your business then read on.
The fact that we now exist in a fast moving, sophisticated consumer environment means that everyone can claim to know at least something about marketing. The growth of social media, YouTube and the multitude of ways people now interact, make it very easy for practices to communicate with existing and potential patients. But a little knowledge can be a dangerous thing and many practices fall into the trap of using a medium because it’s cheap and accessible, without considering what they are trying to say or to whom.
One of the first things to learn about marketing is that like a lot of disciplines it is full of jargon, which ‘professionals’ like to use to mystify the role they perform. In fact marketing is essentially about three key questions:
- Where are you?
- Where do you want be?
- How are you going to get there?
You already have the answer to all these questions because they are about your business, all you need is a little nudge in the right direction and someone to ask the right questions at the right time.
To analyse where your business is and where you personally fit into it can be uncomfortable, but it is a process that is vital, since most practices are still owned by clinical principals who commonly continue to work in surgery. Removing yourself from the subjective role of owner/worker into a role of objective analyst is difficult, but worth
the effort. And, if you can’t start this journey on your own, speak with a consultant who can help you.
The process doesn’t have to be all-consuming, after all you are not analysing your business for an MBA, you’re doing it to improve your practice, to make sure marketing spend is being used wisely and to drive towards the ultimate goals you have set for yourself and your business.
It is important to think both qualitatively and quantatively about your business and particularly what you want to achieve, as this will help to substantiate your aims and objectives and gives definite criteria by which to measure success. But don’t just consider success in terms of gross revenues, think about your treatment blend, are you doing more of clinical work you really enjoy, is there a new area into which you’d like to diversify, what do you need to do to create more patient demand?
Consider which is your most profitable type of treatment - practice management systems can help you find the answers to many of these questions so if you’re not using yours to its full potential find out how to change this. Finally, take a look at your practice collateral, take an objective look at your website and ask yourself, is this the image I want to portray and is it easy for patients to get in touch? There are no right or wrong answers to these questions – there are just your answers and if they fit with your aims and aspirations then they are right for you.
Whether you have a team of two or 32, the fundamental principle remains the same – don’t expect your staff to second-guess what you are trying to achieve. Take them with you on your exciting journey of marketing discovery and you will be surprised at just how much you can achieve with the support of a well-informed, highly motivated team.
And before you rush headlong into a new logo, colour scheme and website, take a moment to make sure that your communication plans are driving you in the direction you want to take.