“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 given to us on our initial contact with doctors.
We have been told many times by doctors from good practices that they are frustrated about spending a lot of their production dollars on marketing that doesn’t ever get them the results they wanted or they 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 that their priority is to get to the first page on Google, only to find, even if they ended up on the first page, that the new patients didn’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!
Same applies to doing the postcards or radio spots, newspaper ads or flyers.
Very rarely did they work well for them.
Why is this?
Marketing is not understood as to what it actually is.
This results in the doctor spending a lot on TV, SEO, PPC, websites, radio, 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 sound marketing technologies that have been validated over many years by the fact of producing good results for dental practices, companies and businesses large and small. That have increased their sales a lot.
Marketing’s job is to create interest resulting in selling a product or service.
How do you create interest? By being number one on Google? No! This is only a method of driving 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: 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 your competitors and give the prospective new patient a compelling reason to choose your practice to call and make an appointment and not the competition.
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 many and various proven marketing technologies, including marketing research and surveys, to make dental marketing a success. We provide workable dental marketing!