As A Dentist, How Can I Utilize PR, Advertising And Marketing In My Practice?
ByPart 3 of 3
Internal Printed Pieces, Brochures and Direct Mail Pieces, Internet
Your new logo should go on every internal and external piece that you print: forms, business cards, letterhead, envelopes, labels, postcards, appointment cards, etc. This is now your trademark. It becomes associated with your practice. What does the IBM, Apple or Chevrolet logo look like? What color is it? Name and trademark association. Believe me, it works.
Once you have that great looking logo design that reflects your practice and practice philosophy, it’s time to consider advertising with traditional direct mail pieces and brochures to promote your business. Whatever you decide on, depending on your circumstance, seek professional advice to discern your target audience. It won’t do you any good to print $3,000 worth of brochures for mailing if you don’t know where those brochures are going and what you can expect once they get there. Target your audience! What are your demographics? Who are the people you wish to have respond to your practice? This is a time when you should evaluate and re-evaluate your policies and systems. Are you wanting new business? Or, are you interested in promoting a special cosmetic or hygiene service? Sit down first with your team, map out a plan and consult with a professional marketing person or firm who can help you meet your needs.
There are other forms of advertising that a dentist and team can offer to help establish a practice as well as develop a relationship with existing patients. Some offices give toothbrushes and dental floss to promote goodwill and good dental health. Others send out informational letters, newsletters and brochures to keep patients current on the practice as well as informing patients of new dental procedures, office changes and additions. All can be used at different times or in conjunction with one another to enhance the practice.
The internet appears to be a big part of the future. Register your domain name, have a professional set up a website for you. It is more of an informational service now, but it’s still advertising. Your prospective patient may wish to get a “feel” for your office and what services you provide, how you and team look, where you are located, even just to find your phone number. All important to have that online initially. Later, as you become more savvy with what the internet can provide, you can start looking at marketing opportunities.
And just one more thing. Don’t make your website complicated. Please! Listen to me on this one. Display your phone number ,address and e-mail address on the home page prominently and a link for directions to your office (either through Mapquest or some other service). Place it close to the top of your page where everyone visiting your site can see it in the window when it first opens up without having to scroll down to find it. Have it large enough for older people to read. Don’t have so much fancy flash and other movement going on that people get distracted and can’t remember why they are visiting your site. And don’t bury information. A website should be user-friendly and easy to navigate through in a logical manner. Don’t redirect people to other areas on your site unless it is absolutely clear that is what you’re doing and please don’t re-direct them to someone else’s site for a specialty service. You just lost them if you do. Always, always have them contact you for information.
I’ve just touched on many of the ways in which you can enhance and promote your practice. Let me conclude with this old advertising adage. “A business that never advertises, eventually advertises that ‘Going-out-of-business’ sale.”
My best to all of you.
I hope you’ll look at our upcoming marketing section on our main site: www.SchusterCenter.com. In the future we plan to offer an ONLINE class on dental marketing. Stay tuned!
