Internal & External Marketing By: Jerry A. Jones CEO, Media Group Corp.

A new client of ours recently called to talk about different ways he could reach more prospective patients around his practice. We had the usual discussion: how many NPs do you want, what’s your budget, what are you doing to keep the patients you already have, etc. After a brief dialogue, I listened intently as he began telling me the type of patient he wanted. Turns out, he loves the ones he already has. He just wants more of the same type of people.

In almost a decade of being an active participant in marketing for hundreds of practices in the dental industry, I have found there are two very basic marketing techniques to be studied and used: Internal marketing (your warm market, or those who know you) and external marketing (your cold market or those who have never heard of you).

There are hundreds of ways to achieve both types of marketing. All of them will work at some level or another. First, let’s examine one example of external marketing.

This is the time-tested, proven way to get new patients. It works in big towns, small towns, conservative towns and liberal towns. Why? Because it motivates new patients who are concerned about two basic things: pain and money. They want the pain to stop, but they don’t want to spend money to do it, or at least that’s what they think.

With that in mind, the single best way to fill a practice fast and for the least amount of money is a simple POSTCARD.

Dollar-for-dollar spent there is no better way, and likely never will be, to get new patients in your door than a postcard. A direct mail letter will run you about 60% more each.

A single postcard can be cheaper to mail than going to the post office and buying just one first class stamp! In some cases where the quantity is large (10,000 or more), the price can get even lower. Additionally, after September 2002, the post office is looking at raising the price of just one first-class stamp to 37 cents––a three cent increase!

One case study I examine on a regular basis is a practice in Oregon. They consistently mail 5,000 postcards every other week. It brings in more than 100 new patients a month. This is not necessarily a “normal” occurrence, BUT, it is an example of the power of the postcard, especially with a correctly crafted and prepared message ON the card.

To keep a regular flow of new patients calling you, keep your external marketing going ALL the time. Not just during slow periods. Keep postcards going out in the mail and always be looking for other, more-effective opportunities to market your practice.

Now, let’s examine one facet of internal marketing.

A very high percentage of practices completely ignore their current patients as an incredible source for new patients. The 80/20 rule really applies here. In fact, by doing just one simple procedure, you can accomplish: an increased referral rate (some testify to a 50%, 75% and even 100% increase), a decrease in patients leaving your practice, a special bond with those existing patients, and finally, more production from your 20% group.

The procedure? Continuous and constant communication with that 20% group. Marketing expert Dan Kennedy suggest 12-15 contacts (Water Halley concurs) each and every year with your patient base, not just your top 20%. How does that happen?

Two visits for cleanings, etc.

One birthday card

Nine or ten personal messages—whether by email (least effective, most cost effective) or regular mail (most effective...bar none, the best way, but has to be done correctly) coupled with marketing materials such as brochures, specials on particular procedures, etc.

The results are nothing short of fantastic.

If you ignore your patients, I know for a fact the results are along the lines of a slow, painful and debt-laden death of your practice. However, to make things really hum in your practice entertain other internal marketing ideas on a regular basis like: mailing a personalized practice newsletter, something non-dental (creates staying power and helps ensure patents will actually read the stuff you send); referral cards about seven or eight times a year; birthday cards signed by the staff and the doctors; and an occasional letter like, “Thanks for being our patient.” Yearly calendars and special offers work well, too. The important thing is to keep your internal marketing consistent. It will pay handsome dividends in just a few months and your patients will love it!

Jerry A. Jones is the CEO of Media Group Corporation, a full-service dental practice marketing and advertising firm specializing in direct response marketing. He can be reached at info@mediagroupcorp.com, by calling 1-800-311-1390, faxing to: 1-503-371-1299 or writing to: Media Group Corporation, 2713 22nd St SE, Salem, OR 97302.