Certainly, your No. 1 priority is to take care of your patients, and this is as it should be. You should not forget though that you are also a business owner and you need to take care of your practice! Thus, marketing, managing your staff, maintaining your equipment, keeping up with your continuing education credits — the list goes on and on.
At MEDICAL PROMOTION we want to make one of those tasks a little easier on you, or at the very least, we want to help you do it more efficiently since we have helped more than 600 medical / dental practices with their marketing! What we often see is that healthcare professionals (doctors, dentists), usually make mistakes that cost you money.
Following, there are four most common marketing mistakes that we see dentists and doctors make day after day, and how to avoid them.
1. Marketing incosistency
Repetition is the most important component of any successful marketing campaign. That's why you see the same commercials over and over again! Why? Repetition breeds familiarity and that breeds trust. Studies show that 80% of sales occur on or after the fifth contact. That's why you should:
Put out your marketing message to the same audience again and again.
2. Neglecting your website
That is a major mistake! There is a potential 44% of internet users you may lose.
Every healthcare (medical / dental) MUST HAVE a high-quality and responsive practice website. That is not an option any more!
Nevertheless, the statistics speak for themselves:
80% of internet users search online for health-related information
And yes your website has to be mobile-friendly since:
51% of digital media time is consumed on mobile devices [smartphones, tablets]
Don't lose your time on a ton of bells and whistles! Get a website that represents you and your practice well. The purpose of your website is to tell prospective patients about you and get them to call. Thus, it should include:
Practice location, hours, and phone number
Information and pictures about your provided services, you and your staff
A form they can fill out to request an appointment or ask a question. This helps you collect leads that you can follow up with and turn into patients.
If your website does not function properly, 40% of visitors will abandon it if it takes more than 3 seconds to load.
3. Get online reviews
You know how powerful word-of-mouth is. Imagine that 88% of consumers say they trust online reviews as much as a personal recommendation!
Get the more five-star reviews online you can and let your practice boom! Many of you are already using software that will do this for you.
Think about it: I’m sure you’ve searched for a local business online at some point. Which one are you likely to visit first—the one with 35 five-star reviews or the one with zero?
4. Track your leads so as not to loose your marketing pounds
I can’t think of a dentist or a doctor, or anyone at all, who would like to waste money! Yet, you don’t track your marketing results! It’s the same thing! Tracking your patient leads is important so that you know how effective your marketing efforts are and put your marketing budget into the most effective channels and stop throwing money away on things that aren’t working.
It’s not so hard. Just train your staff to ask every new caller / prospective patrient how they heard about you. Inevitably, a lot of callers will say they found you "online". Indeed, that is not enough information. Your front desk should then ask, "Was it an ad?" "Or did you find us through search? And if so, what were you searching for?"
Professionals like you call us all the time and say they found us on Google. That may be true, but we can’t tell how often we find those people in our database and see that we’ve actually been sending them newsletters and postcards for years!
A little research reveals that about 750 people Google "MEDICAL PROMOTION" each month. If they’re searching for our company’s name, they’ve already heard about us somewhere. Track your leads! Do not take "online" for an answer.
If you can keep from making these four common mistakes, you’ll see a big difference in your practice clientele!