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Offline Marketing

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With so much competition for patients in the dental industry, you need to step up your marketing suite and add retargeting to your 2019 plans.

What is retargeting? It’s continuing to market to possible new patients who have expressed interest in your practice.

There are many ways to keep momentum and stay ‘top-of-mind’ for potential new patients who have checked you out online. Here are three of the best retargeting or remarketing strategies for dentists:

Retargeting Strategies for Dentists

Facebook Ads

You’ve no doubt heard (and seen!) about how hot Facebook advertising is within the service industry. It’s easy and affordable to test this tactic out if you set the campaign up correctly.

You’ll need to add a pixel to the code of your website to track users using what’s called “cookies” — every visitor to your site will be assigned one and it will follow them virtually to their Facebook page. You’ll create a retargeting campaign on Facebook targeted towards your cookied website users. Now all you’ll need is some stunning creative and a suitable landing page. Encourage users once they’ve clicked to sign up for a free assessment or book their first appointment.

Here’s an example of a Facebook ad:

Image result for dentist facebook ad

Display Ads

Ever go shopping for shoes or for a car and then it seems like that website “follows” you around the web with ads? That’s the basics of display retargeting where you use Google Display Network (GDN) to showcase ads to users who visit your website. There are six standard sizes of display ads and you’ll need to add a pixel to your website  for Google similar to what you added for Facebook. You can set your desired monthly budget and many other options for showcasing these display ads. Here are a few examples:

Image result for dentist display ad

Direct Mail

Snail mail is so in right now. With most of us receiving hundreds of emails per day, a great way to stand out from the noise is with retargeting direct mail. Typically it’s a normal-sized or over-sized postcard delivered around 48 hours after a customer visits your website. Add an offer to the postcard for new patients and/or seasonal messaging to help drive interest.

Here’s an example of a direct mail postcard:

Image result for dentist postcard

Now that you have a breakdown of our favorite dentist remarketing strategies – what are some of yours? How do you attract new patients to your dental office? Share in the comments!

Are you ready to set your office up for marketing success? It’s easier than you think if you know where to start. We’ve been helping dentists establish in-office marketing for years, and we’re happy to pass along some of our favorite tactics to you.

Here are 5 ways to use your physical office space to market your practice.

Office Marketing Ideas for Dentists

Ask for reviews

This is an offline ask, with an online benefit. Ask each and every happy patient for a review – on Google My Business, on your Facebook page, and any other social media pages that you deem a priority. Keep small cards at reception that say “Review us!” with a URL and clear instructions on how to leave an online review. More reviews equal higher local rankings and better social proof for your office.

Street Signage

No brainer, right? You’re going to want two massive signs announcing your dentist office. The first sign should be street-side. If you’re in an office park or strip mall, be sure to have your business sign added to the main entrance area. Potential customers driving by should be able to read the sign easily. New customers visiting for the first time should be able to find you!

Second, your office should have a sign directly above the front door or right nearby.  Use your branding prominently in both these signs – your logo, colors, and font if you have them defined (and you should!) There’s nothing fancy about it, signs essentially saying “DENTIST THIS WAY —>” still work.

Referral Program

Tap your current patients again for help, but this time offer an incentive. Strategize a referral program (and associated give-get) and print out postcards for patients to take with them. For referring friends or family, a patient is eligible for free dental procedures, an Amazon gift card, a gift certificate to a local restaurant – anything you think might help motivate happy patients into sharing your information. Mention this offer during the first visit and place a stack of referral offer reminders by reception.

Closed Circuit Television

A modern office features closed circuit television playing educational and entertaining material. Sure, it’s easy to pop on the local news to keep the waiting room buzzing or long root canals a little less painful – but use your TV system for to push some marketing messages, too. A quick bio of the principal dentists, or perhaps a look into your full menu of services. Putting together even a couple 60-second ad spots will make your office feel ahead-of-its-time.

Special Events

Hosting an event in your office can bring some positive PR and a whole group of new patients. There are two options here. Option 1: Host an event for current patients and solicit new patients. Is it a holiday party? A patient appreciation soiree? A tour of a new office space? Any of these options are a nice way to give back and have a little fun with the community. Option 2: Host an event for a non-dental reason. Throw a charity gala, host a small business seminar, or an award show for local high school athletes. You’d be surprised what some high top tables and mood lighting can accomplish. Bottom line, be a location that locals feel comfortable and talk about. You’ll be glad you did.

We’ll be talking quite often about online or “digital” marketing in this space, and with good reason! That’s still the major way you’ll find and retain your patients.

But let’s not forget that an “old school” touch can go a long way. What do we mean? Well offline or more traditional marketing strategies do still work when implemented correctly. We’re talking about business cards, speaking engagements, sponsorships and so much more.

Here are the best offline marketing strategies for dentists. Try a few of these in your 2019 plan and you’ll be reaping the rewards by spring.

Top Offline Marketing Promotions for Dentists

Business Cards

No brainer and still a great way to make yourself known. Be sure that all employees carry with them a business card with their name, title, office phone, email, physical address, and company logo – at the least. You can hand them out to friends, family, or even strangers. You can include them with every invoice. The cost to print cards is relatively cheap – so this is still a “must do” even in the digital age.

Donations

Giving back to the community is a great way to support your patients and spread the word about your business. You’re helping the community, and you’ll feel great, too. Donate food to the local shelter, help the church clean the front lawn, give your old equipment to the local trade school dental department, donate your old linens/uniforms to a clothing drive – and so much more!

Sponsorships

Along the same lines as donations, keep your eyes peeled for potential sponsorships. The jersey for a little league baseball team, a graduating high school senior scholarship, or a local TV show all fit the bill. Sponsorship is clearly a form of “light advertising” but you’re also helping someone complete a project in tandem. Win-win!

Local Circulars

There are mini flyers handed out in the Sunday paper, at the grocery store, and at church. Take advantage of this micro-advertising opportunity and buy yourself some ad space. It shows you’re involved in the community and will garner some added attention.

Out of home (billboards, bus benches, etc.)

This is taking your offline marketing up a notch. Most likely the most expensive tactic on this list, “out of home” is considered any outdoor advertising you typically see on your commute. Billboards, bus benches, city transit ads, newspaper kiosks, lawn signs and much more. A coordinated effort can really make an awareness impact for your practice. Unfortunately this can cost a lot of money and if your marketing budget is limited, this may not be the best tactic. For those who do have the money to spend, you can reach customers at a low CPM with plenty of upside.

Speaking engagements

Being active in your industry and your community is a great way to drum up business and strategic partnerships. Speak at trade shows (see below), conferences, trade schools, dental colleges, high schools, and anywhere else where there’s a call for speakers. Your “speech” or “class” doesn’t have to be about dentistry – you have plenty of wisdom to share on entrepreneurship, progressing a challenging yet rewarding career, and much more. Brainstorm topics that may be a fit for each speaking engagement and write out a quick outline. If public speaking wasn’t your thing in the past, it might be time to challenge yourself and try again! Speaking leads to networking which leads to more patients and more important local contacts.

Direct mail

A traditional offline marketing strategy that still works very well. Sending postcards to your city and surrounding town can be a great reminder for those who are in need of a dentist or want to switch. Patients are often reluctant to take proactive action (especially for their own health!) and this is the gentle nudge many folks need. You can add your name, address, email, website, specialties/services, and other key differentiators to the creative. You can say a lot in a small area – take advantage!

Canvassing

This old-school tactic is a way to get attention – though must be executed sensitively. Take a door hangar or a flyer and canvass local neighborhoods where many/most of your patients are concentrated. Once a week drive or walk through and place the door hangars or flyers and try to grab a few new patients that way. You never know who just moved in or is looking for a new dentist.

Trade shows

Being an attendee, an exhibitor, or a key sponsor at a dental trade show will net plenty of rewards. First, you’ll be making industry contacts and expanding your local network. A raised profile in the area will surely result in more referrals and business. Knowledge sharing with fellow dentists will also help you advance your business ownership skills and actual dental practice. You never know – maybe you’ll pick up some advice on marketing, too!