Acquiring a dental practice is an exciting venture, but it comes with its own set of challenges. A well-thought-out marketing plan is essential to ensure a smooth transition, retain existing patients, and attract new ones.
Timing Your Rebranding
When taking over a practice with a strong existing patient base and established reputation, you might opt to postpone rebranding for up to six months. This allows you to maintain the trust built by the previous owner while you adjust. However, a successful immediate rebrand is also possible if executed thoughtfully. To facilitate this transition, prioritize personal communication with patients through email, direct mail, and phone calls. While contacting 1,500 patients may seem daunting, it is a valuable use of your non-clinical time during the transition. Personalized outreach helps reassure patients, strengthens relationships, and maintains continuity of care.
Effective Brand Positioning
The name you choose for your practice can significantly impact your digital marketing success. It’s crucial to make the right decision early to avoid the need for rebranding later. Effective brand positioning attracts the right patients and positively influences your practice’s culture. A strong brand message that resonates with your ideal patients can also enhance team morale. Identity Dental Marketing can assist in creating a brand that meets market demand, leverages your strengths, and sets your practice apart. Their expertise ensures that your brand and digital presence align with search volume, keywords, and your location for optimal impact.
Crafting a Video Introduction
Once your brand identity is clear, create a video introduction to connect with your community. A 2-3 minute interview-style video showcasing your unique selling proposition (USP) and key practice benefits can be an effective tool for attracting new patients and reassuring existing ones. Share this video via email to address any transition concerns and include a clear call to action to encourage patient engagement.
Developing a Strategic Marketing Plan
With a clear understanding of the new patients you want to attract, develop a comprehensive marketing plan. While it might be tempting to launch advertising campaigns immediately, it’s often beneficial to wait until you’re fully operational. Spending a few months assessing patient flow and team dynamics can help you make more informed decisions about your advertising strategy.
Starting with SEO is typically a wise investment, as it aids both patient retention and acquisition. When considering Google Ads, set realistic expectations due to the competitive nature of dental advertising. Ensure your practice infrastructure and team needs are addressed before committing to extensive marketing efforts. A phased approach, beginning with brand establishment, website development, and SEO, provides a solid foundation for future advertising campaigns, positioning your practice to handle increased demand effectively.
For new dental practice owners, scheduling a complimentary marketing planning session with Identity Dental Marketing can help ensure a successful acquisition, effective patient retention, and practice growth.