Today’s consumers base most of their purchasing decisions on emotion. In a crazy economy, this includes making an emotional decision not to spend your income until the economy improves. When trying to get patients to loosen their wallet strings, it’s easier to win the trust of patients and parents by “Show…rather than tell.”
Instinctively, business owners, like consumers, react emotionally and tend to do the opposite of what their practices will promote when times are tough, like now. They look for areas to cut costs rather than increase the toll free line to attract new patients. If you haven’t implemented a content marketing strategy for your orthodontic practice yet, now is the time to change your mindset. Marketing with content vs. marketing with treatment… shifts your focus from “how do I engage patients to start treatment”… to “how do I give potential customers the most value for their money” so that, naturally, want to start treatment in my office? .
Fewer families have disposable income to spend on elective procedures. To complicate matters, competition is greater than ever between general practitioners and dentists for orthodontic prospects. Smart salespeople create value with the full experience of orthodontic treatment rather than just promoting their professional knowledge and experience. They increase new patient referrals through satisfied patients who can’t help but tell their friends and family about them. The patient’s praise was created by the entire emotional experience from start to finish.
There is three types of marketing content in a treatment experience marketing campaign. All three are necessary to fill a marketing funnel that exceeds patient expectations and the perceived value of the treatment. Here there is a short description.
1. Free content – Giving away services that cost money in order to entice patients to come to you, such as:
oInternal: The latest digital interactive information software to explain treatment modalities, interactive websites with email and 24/7 access to patient information, gourmet cafeterias, the latest in video games, voice stations, computers with Internet and WiFi in the reception areas, etc. Give them more content or services than expected.
oExternal – Be generous within the community; scholarships, community service, community support sports, projects and those most in need. Provide dentists and referring staff with content-rich information and giveaways that not only exceed their expectations, but outperform the marketing tactics of the competition.
2. Content of the relationship – Connect with potential new patients and build relationships with verifiable test case submissions both online and internally. Testimonials, especially video, from satisfied patients are the highest form of relationship content.
3. Content conversion – Make FREE treatment offers to potential new patients with:
o New patient exams
oFollow-up withdrawals
x-rays
o Retention visits
oGenerous family discounts
o Referral Thank You Programs
A Web 2.0 internet marketing strategy will unite all three marketing content under one umbrella, as a promotional tool. It is the easiest and most affordable way to get the word out to patients specifically seeking orthodontic treatment. More and more orthodontists and dentists are beginning to realize the importance of social media and starting online conversations with patients. Don’t be left behind in 2009. Get your practice online with an SEO Web 2.0 marketing strategy and go! Better to be you than the competition…