subject: Know The Remedies For Flat Revenue In Dental Marketing [print this page] After many years of hard work and success, Dr Howard saw an alarming trend in his general dentistry practice: Dental practice sale began to decline.
When his revenue actually began to decline, Dr Howard went to a dental marketing agency to pull up his practice.
As a result, he outlined various ambitious goals:
To enhance his dental practice sale by 25 percent
Decrease his work schedule to four days a week
Bring in new business to keep his associate busy and productive
Keep the office running five-six days a week
Place the practice as a boutique, spa-like dental office, with facilities inclusive of aromatherapy, reflexology and a subdued, calming atmosphere
Various hurdles had to be overcome first: The practice was in a very competitive place (Manhattan), they were doing little marketing, and their parents were not willing to spend out-of-pocket, tending to do only what insurance covered.
To achieve his goals, the dental marketing agency developed an all-encompassing marketing plan focusing on four areas:
1)Brand Identity
A new promotional practice brochure, tagline, new marketing resumes for Dr Howard and his associate, new stationery, a practice folder with inserts, a pass-along invitation and a new website all worked to show these ideal prospects the unique benefits of coming to Dr Howards practice.
2) Internal marketing
Dr. Howards staff was trained to track the source of every inquiry phone call. The agency provided word-for-word scripts for the staff to make the most of appointment bookings and conversions.
A welcome letter was developed and sent out to all new patients along with the practice folder, new practice brochure as well as resume. All these instilled high expectation and a sense of enthusiasm in new patients, established an emotional connection between patients and the doctor and his associate, and reduced no-shows.
3) External marketing
The agency developed two new Yellow Pages ads for placement in important directories. All callers were directed to the new website for future consideration, even callers who didnt make an appointment.
The practices new website was registered with search engines, local Chamber of commerce and several other associations. Their domain name was featured prominently on all marketing materials.
4) Staff support
The agency held a one-day on-site training program for all staff members.
Results
A year on, the practices revenue had gone up by 20 percent.
