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Marketing on a Shoestring by Meredith Elliot Powell

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So you've done the tough part. You've studied hard, graduated from dental school, and passed your boards with flying colors. You're ready to hit the ground running, and do what you've been trained to do—practice dentistry. There is just one hurdle left to overcome. You need patients, and lots of them.

Whether you have joined an existing practice, taken a position at a clinic or have struck out on your own, the sooner you learn how to attract, market and grow your practice, the more successful you are going to be. Understanding basic marketing techniques and inexpensive strategies to attract, retain and build patient relationships can mean the difference between struggling to grow your practice or enjoying the process.

Now, let's be honest. Growing any dental practice—let alone a new one—in today's market isn't easy. Competition is fierce, the economy is sketchy and patients can be demanding and cost- cautious. It is the ultimate Catch-22: in order to grow your practice and get new patients you need to market, but to pay for marketing you need a growing practice and plenty of new patients.

Gone are the days when you could just hang out a shingle and wait for patients to come through your door. However, that does not mean you need a large budget or a professional marketing team to get a leg up on the competition and attract high-quality patients.

One of the benefits of this new economy is that more new opportunities and marketing options have emerged. Today's technology and communication tools, and the resurgence of word-of-mouth marketing, have made growing a dental practice actually easier and less expensive than in years past. You no longer have to pay big money for Yellow Pages advertisements, television commercials, or half-page spreads in the local newspapers—instead you can turn to some of today's innovative strategies to help you market your practice on a shoestring.

Five innovative, effective and cheap ways to grow your new dental practice
Inside/Out. Begin with focusing on the patients that you do have, and create an amazing experience for them. In today's economy, word-of-mouth advertising has far more power and credibility than any traditional advertising or celebrity endorsement. Your practice growth depends on each patient's experience, so market to your current patients, even if you only have a few. First, work with your team to "script" a patient experience worth talking about. Second, over-deliver on it. Third, ask those patients for referrals. Now is not the time to be shy—your patients want to help you, so let them know you are growing and would love more great patients just like them.

Visuals speak volumes. Welcome to the age of video! Video today is cheap and it is powerful, and you need to get on the bandwagon. You can buy an inexpensive video camera or even use the one on your phone, and start making short videos. Ask your patients to give testimonials; offer tips on at-home oral care; and ask your hygienists and assistant to jump on board, too. Put these on your website or Facebook page, and share them with your patients via email and text. With a video catalog, you will build your credibility and position yourself as an expert. In addition, video creates a sense of approachability and fun, two things that will set you apart from your competition.

Make a trade. Okay, here is the great thing about being a dentist. So many adults we know have bad teeth, and many of them work in radio or television. This puts you in the perfect position to make a trade. Trade dental work for advertising. Approach the station, find a host who needs some dental work, and in exchange for fixing his or her teeth, the host will put his or her credibility and powerful promotion skills behind you and your practice.

Be social.
Like it or not, you must get on social media! Use LinkedIn, Twitter and Facebook, and post your videos on YouTube, Google+ and Pinterest. Yes, social media marketing is time intensive, but hey, it's free, and it's a strong, consistent promotion tool. If you want people to come to you, they need to have heard of you, and having a strong online social presence is a powerful and inexpensive way to get it.

Become a networking guru.
Master this dying art and you will be covered up with patients. Finding a dentist in today's market is easy, but finding one you know and trust—that's a whole different ball game. To be that dentist, you need to get out of your office and get involved. Let potential patients see you volunteering on boards, attending events, and leading your local Boy Scout troop. Networking puts you face to face with potential patients, and building relationships is a solid way to "softly" market and grow your practice. Building a new dental practice is not easy, but from a marketing standpoint there has never been a better time. Today's new tools and techniques are custom-made for anyone who has to grow a business on a shoestring budget. Put these techniques into place, and then sit back and enjoy as the patients roll in.



Meridith Elliott Powell is a business-growth expert who works with dental clients and medical professionals throughout the country, helping them to decrease their stress and increase profits. A certified coach and speaker, Powell specializes in building fee-for-service dental practices through her expertise in marketing, staff engagement, and sales. Powell is the author of several books; her latest is, "Winning in the Trust and Value Economy: A Guide to Sales Success and Business Growth."


Dentaltown Magazine
April 2024
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