Patient attraction is EVERYTHING in business; therefore, it should go without saying that without a steady stream of patients, your practice will die! As such, you're going to learn how to transform your clinic into a patient magnet through powerful messaging.
The information you provide (either on your website, your blogs, newsletters, flyers, and so on) tells all visitors what they can expect by doing business with you. And make no mistake about it; your dental practice in every sense of the word is to be treated like every other business.
Your dental business needs to worry about patient attraction, market share, reputation management, and profitability. The messages that you provide in every correspondence and promotional effort (otherwise known as your content) will either compel people to pick up the phone and called you or encourage them to ignore you and move on to your competition.
An excellent formula for becoming a patient magnet is by understanding and curating the latest news as they apply and are used in marketing trends and understanding what your patients want. Said differently, use the published articles (giving full credit to the author) in your communication campaign and include your take on the piece.
It seems that much of the evidence is in and the diagnosis is definite. Many top marketing authorities and publications are explicitly pointing at positive effects of powerful content marketing campaigns. This upgraded communication platform is proving hugely profitable both in business-to-client (B2C) relationships and business-to-business (B2B) relationships.
Jinger Jarrett wrote an eye-opening piece regarding last year’s marketing figures (found initially on eMarketer) for the Inquisitor, called Mobilemarketingwatch.com. She believes that for this year , content marketing is the name of the game for becoming a patient magnet.
The article also covers the positive carryover on your B2B campaigns. According to Mobile Marketing Watch, the most significant B2B marketing trend in 2017 will be an increase in content marketing. A report released initially by eMarketer confirms all the published information on the subject. As stated above, the report stressed that content marketing would increase because it delivers results for brands.
Ms. Jarrett's article states that: "No matter the reason, content marketing delivers results, especially when it comes to the more traditional end goal: generating leads to feed the sales funnel. In a July 2015 Ascend2 study of B2B marketing professionals, 43% of respondents asserted that content marketing was one of the most effective tactics for lead generation."
However, according to eMarketer, "The amount of content B2B marketers are creating is expected to increase in 2016 drastically. With this amplified emphasis on content marketing, these marketers have evolved in their approach and strategies—they are looking at the long game and realizing that although waiting 18 to 24 months for results is not ideal, it is a new reality."
Though these articles speak of last year’s figures, they are still quite valuable. Many of these statistics are not available until the following year, so having current numbers for 2017 will not be available until 2018. Secondly, these figures can easily be extrapolated for current needs since we have been seeing a steady increase, over the last few years, of the tremendous value of content marketing.
Too often the term content marketing is bantered about without any real explanation of what it actually means. Let's face it, advertising professionals and media personnel are getting caught in the trap of speaking in "industry jargon;" you know, the kind of talk that everyone in Dentistry knows, but no one outside understands.
Therefore, if eMarketer is correct (and there is no indication they're not a highly reliable source), then how are we going to spend our eighteen months, or even shorten that timeline?
Thus, you must understand what these terms mean; then you need to alter your current message to make a full frontal assault on the project narrative! Perhaps this will help; the best explanation for content marketing that I have come across was written by Robert Rose, author of Experiences: 7th Era Of Marketing when he wrote: "Traditional marketing and advertising are telling the world you’re a rock star. Content Marketing is showing the world that you are one."
What most content fails to do is to lead people to action. To become a patient magnet, your content must grab the reader by the throat and instantly convince them that what you have to offer is the best solution to their biggest problem.
Why would anyone want to waste precious time? Pretend that you have only one chance ever to speak directly to your prospective patient. What exactly are you going to say?
Whether, the name of your chosen industry is B2C, B2B, or a combination of the two; you must direct your message towards delivering a reader-centric message. In other words, if your promotional message is designed to attract more B2B relationships, your message needs to target the needs of knowledgeable business professionals. If your promotional campaign is designed for patients, then your message needs to focus on your patient’s concerns, from their perspective and interests, not yours is a doctor.
The only way that you will be able to attract more business professionals and/or more patients is to provide them with the highest quality information possible about those things that are most important to them (the buyer).
As I am sure you can now appreciate, you do not want to bore the reader; but you do want to provide them a steady stream of reliable and informative data that draws them closer to you when they make their buying decision.
If you’re still a bit unsure about how to approach your communication, I would suggest the following: A) Strive to be the most original and persuasive communicator they ever read. B) Speak to people on a level they can relate to; in other words, no medical jargon. And finally, C) Identify those niches within your practice where you find the highest concentration of patients and speak specifically to those medical needs.
Communication is essential, but it doesn’t have to be a deal breaker.
If writing just isn't your forte, align yourself with a proven corporate storyteller. Make sure that you don’t just merely hire a generic freelance writer. There is no doubt that their writing skills will probably be superb; however, to get the maximum effect, team up with someone who will want to get to know you. In so doing, they will write your story. They will take the complexities of your practice and make them relatable.
From the desk of Claudio Gormaz, co-founder of StevenVonLoren Marketing Strategists, Personal e-mail: email@example.com, 951.294.2274, Amazon Author Profile, Facebook, Google+, Instagram, LinkedIn, Twitter.