Intelligently marketing the different services a practice offers is one of the key factors in financial success.
In business parlance, a “profit center” is a part of the business targeted to generate a percentage of the overall income. For example, the food and beverage and room service departments in a hotel.
In dentistry, potential profit centers can include your hygiene department, dental implant services, cosmetic dentistry, and niche services such as oral appliance therapy for sleep apnea and TMD/headache diagnosis and treatment.
Each of your major service categories should be marketed separately to achieve maximum return. The reason for this is that each appeals to a different type of “audience”. A patient interested in a smile makeover doesn’t necessarily have the same motivations as an edentulous patient suffering with dentures.
Each major service has its own imagery, hot buttons and messaging. A reader of the marketing material should feel that their specific needs and concerns are being addressed.
This doesn’t mean that you have to have separate marketing pieces. One website can have separate pages or sections dedicated to each of these major services. These are usually landing pages, where a person lands directly after entering a search term into a search engine.
Or, as in the direct marketing magazine program we offer, there is a page or pages devoted to each of the dentist’s main services.
In addition to a strong website and a powerful direct marketing piece, some of our clients opt for a website or direct mail piece that focuses solely on a particular service or group of services. This is especially important for services not usually considered the province of a dentist, such as headache or sleep apnea treatment, but it applies to any service, such as dental implant services or same-day teeth.
A focused website or a focused direct marketing piece tells the reader that you are an expert dedicated to providing that particular service. They can be profitable additions to a practice’s marketing under certain circumstances.
If you would like to learn more about marketing a particular dental service, please give us a call at (855) 486-2410.
