“I spend a lot on marketing, but it doesn’t get me the return I need for the dollars I feel I have to spend!”
The above is a typical comment we received during our initial contact with doctors.
We have been told many times by doctors from good practices that they are frustrated by spending a lot of their production dollars on marketing that never delivers the results they want or were led to expect. But they know they have to keep on advertising to get the new patients. And so the frustration about marketing grows.
They have been told their priority is to get to the first page on Google, only to find that even if they do, the new patients don’t flock in.
Or they advertise on TV and then when the new patients don’t call in, the salesman tells them that TV advertising takes a long time, but still, few to no new patients. Frustrating at best!
The same applies to postcards, radio spots, newspaper ads, or flyers.
Very rarely did they work well for them.
Why is this?
Simple!
Marketing is not understood as to what it actually is.
This results in the doctor spending a lot on TV, SEO, PPC, websites, radio, and direct mail, with only “hope” that it will work “this time”; and usually finding that their hopes are dashed.
At Gilleard Dental Marketing, we have used proven marketing technologies that have delivered strong results for dental practices, companies, and businesses large and small over many years. That has significantly increased their sales.
Marketing’s job is to create interest that leads to the sale of a product or service.
How do you create interest? By being number one on Google? No! This is only a way to drive people to your website. It is now the website’s job to get the viewer interested enough to call you.
Two of the basic steps in marketing are: 1) Create a marketing item that will interest the target audience and mobilize them to buy, and 2) Get the marketing piece in front of the target audience.
Your marketing piece also needs to differentiate you and your practice from competitors and give prospective new patients a compelling reason to choose your practice over the competition by calling to make an appointment.
What use is there in coming up number one on the first page of Google if your message does not resonate with the intended audience, if it says nothing but exactly what the competition is saying, if it does not offer what the potential new patient wants or give what he or she would demand or expect? Not much use at all.
We use a wide range of proven marketing technologies, including marketing research and surveys, to make dental marketing a success. We provide workable dental marketing!
If you’d like to learn more about our print and video products, or have us conduct a website audit and provide a free marketing consultation, please give me a call at 855-486-2410.
