Last month we reviewed how to harness your ‘why’ to help differentiate your practice and impact your patient experience. This month, we will focus on Internal Marketing through the utilization of available resources.
Regardless of the marketing endeavors you take on; patient care and the patient experience remain first priority for you and your team. While marketing can mean many things, we recommend beginning with a review of resources you already have available to you. These include:
- A loyal, happy patient base
- Email and Text Messaging Capabilities
- Social Media Pages
- Website
- Your Physical Location
Your existing patients can be a valuable marketing tool. They are generally happy with their dental care, loving the experience you create and uniquely positioned to be the best brand ambassadors you could ask for. Find ways to engage with your existing patients both in the office and on your digital platforms, through online reviews, referral programs and digital communication.
Social Media:
The number one rule with social media is: Interact on your platforms. Find someone on your team who is familiar with social media, knows the community and has ideas on how to create engaging content. Get your team engaged in creating ideas for content -talk about your team, your community and have fun! Some practices choose to focus on dental knowledge or tips, but others choose to take a broader approach. Many of your patients come to your practice because of you and your team, so be sure to include them into the posts! When creating content, it is always recommended to use pictures and videos as they are more engaging than written posts and tend be more personal.
If you aren’t sure which social media platform is right for you, here are summaries of each, but remember the key to any of these is being able to manage it consistently
- Facebook: Ideal for reaching a broad demographic and sharing written content, photos, videos, patient stories, and practice updates.
- Instagram: Great for visual storytelling—less writing is better, but share before-and-after photos, short educational videos, and behind-the-scenes glimpses of your practice. You can post the same things on both Instagram and Facebook.
- TikTok: Perfect for quick, engaging videos that can educate and entertain a younger audience.
Posting 2-4 times a week on your chosen social media platforms and adding content to your website at least once a month is a good goal to reach for. It is also important to respond to patient comments, shares and likes. The engagement of social media truly requires both parties to be responsive, so make sure you respond to posts, shares and reviews and thank patients when they leave positive words.
Online Reviews
We also recommend that you ask existing patients for reviews on Facebook or Google. Regardless of how a potential new patient hears about you, chances are high that they will check you out online first. Having 5-star, glowing reviews from your existing patients offers social proof to the potential new patient, making them feel more confident about choosing you as their dental provider. Reviews bolster other marketing effort that you endeavor and cost nothing. This is a foundational piece that strengthens all efforts that are built upon it. There are many methods for soliciting reviews. Some practices choose to ask directly, some have signs in the reception area and some hold drawings or raffles for patients who complete reviews.
Referral Programs
Referral Programs are also a strong internal marketing tool. Your patients love coming to you, and likely know someone else who needs a great dentist. Remind them that you are taking new patients and that you would love to serve their family and friends. Provide your patients with referral cards to hand out as a reminder to your patients. Include a QR code that directs to your website, social media or google reviews on the card.
Thanking your patients for their referrals and reviews can also go a long way and positively reinforce this behavior. Sending your patients a note card, or a gift card to thank them for trusting you to serve their friends and family is a lovely gesture and can encourage the behavior and keep you top of mind. A giveaway in the practice is also a way to encourage positive actions from patients (liking on Facebook, writing a review, referring a friend could all be ways to enter).
Digital Communication
We also recommend regularly communicating with patients on your website and using texting and e-mail. This helps keep your patients up to date on things going on in the dental office and also promotes new services or technology. Regular communication keeps your patients engaged in your practice, meaning you will be top of mind when they are communicating with others about dental care.
Today’s technology and digital world offer a wide variety of ways to internally market your practice. By leveraging social media and encouraging online word of mouth, you can create a brand that not only attracts new patients but also turns existing ones into loyal brand ambassadors. Consistency, authenticity, and a patient-centered approach are the keys to long-term success and will create a solid foundation for external marketing.
Need support with any of the following? We’re here to help.
- Increasing your patient referrals
- Creating a social media schedule for your team
- Communicating with your patients while they are not in the dental office
If you missed our last post on defining your why and differentiating your brand, you can read it here!
You can also check out this month’s clinical blog about intraoral cameras here!
To request a FREE Practice Optimization Analysis for your office and to dig deeper into all of these topics and more, click here.
