But what do they want? This question really takes us back to the birth of your marketing plan.
What? What’s that you say? You never really put your marketing plan on paper?
Hmmm. Then how do you know your target audience? Oh, you treat them every day. Right. But do you really know them?
- What are their hobbies?
- What’s the most popular kind of restaurant and entertainment for your target market?
- What do your ideal patients do for a living?
- What do they do when they aren’t at work or home?
- What questions do they have about the community?
- How interested are they in knowing the details of a root canal procedure?
These are very relevant questions, and the answers can transform and significantly improve your marketing efforts. You must know your target market before starting any marketing campaign – that includes a website, blog, social media, community events, promotions, print, and direct mail. If you don’t know you’re audience, you’re shooting in the dark.
So let’s assume, you know exactly whom you want to serve. Your location, hours, and services are perfect for your target audience. If you’re sure about who you want to market to, learn what makes them happy (questions above). Then, and only then, you can move on to the next step, which is where we started with this post: What do your target patients want?
If you know that your target market is young families, (which means you should focus on getting Mom’s attention) your marketing efforts need to appeal to, support, and empathize with:
- Raising children in today’s world
- Taking care of home and family
- Healthy living: diet, exercise, live choices
- Busy lifestyle (a taxi service of sorts)
- Wise purchases and investments
- Family fun and education
- Youth sports events
- Balancing work and family (if your area has primarily two-income households)
Now here’s a sample brainstorm of how each of these qualities can relate to your successful dental marketing campaign:
|Family photos: use pictures of traditional and non-traditional families, smiling||Family fun: holiday crafts, party planning, games, vacations, library updates, moms’ club info||Respond individually about hobbies, vacations||Provide youth sports orgs with discount cards or toothbrushes to give away at registration|
|Kids’ page: fun dental trivia, videos, games, and pictures of your kids’ play area||Health issues: pregnancy, baby, child, teen, adult, senior citizen; recipes, stress relief exercises||Recommend weekend getaway spots for families||Sponsor a few youth teams and provide free mouthguards|
|Moms’ page: convenient appointments, kid-friendly staff, moms deserve a break, peace of mind – also include a calendar announcing dates and times for soccer sign ups, library story time, etc.||Local events: local school board elections, city government, church events, festivals||Do a “kid-friendly” review of local restaurants||Host a family fun event like Halloween Candy Buy Back|
|Insurance info: your policy and helpfulness; financing options||Youth sports sign ups||Commend the winning high school teams each week||Send your Tooth Fairy to school carnivals, etc. for photo ops|
|Fun & easy education: videos, did you know, quizzes, polls, games, and diagrams||Saving money: local discount deals; best gas price; avoid cavities (and the cost of filling)||Say happy birthday individually every day -Birthdays pop up on Facebook’s right column||Get the office team to volunteer to help at community events, wearing your t-shirts (and smiling)|
This, like I said, is just a tiny little sample of what appealing to your target audience means. I also recommend audience-appropriate newsletters, promotions, reminders, and events.
At MDPM, we work with dentists to strategize and implement a practical, cost-effective, and focused marketing strategy. Before we build your website or blog, we’ll interview you to determine your audience, services, and preferences. Don’t be offended when we remind you that your website should appeal to your patients, not just your personal tastes.
Want help with marketing your dental practice? Need a website? Wish you had time to blog? Still don’t have a Facebook page? Don’t know what Google Places is? Call us.