It has been a long-held belief in the dental profession that there is no place for marketing in dentistry. Unfortunately, the marketing industry is not doing itself any favors when it comes to dispelling this myth in my opinion.
For some doctors, it is the concern that marketing may be simply too much of an added stressor or time drain. You are already responsible for excelling as a dentist and leader of your practice. The thought of adding ‘marketing manager’ to that list of roles can be daunting for many. For others, they finally make the leap into the marketing waters only to be met with the icy embrace of an unethical and unfair marketing company.
For those that are suffering from the latter, I can understand why you may never want to try marketing again. But I can also assure you that one bad experience is not a reflection of the entirety of what marketing can offer. In fact, these bad experiences are often blessings in disguise.
Reason 1 Why You Don’t Like Marketing, But Really Should:
In my 10 years of experience, I have found that many have a negative view of marketing because they don’t fully commit. Doctors in high competition areas will invest $200 one time and if it doesn’t bring in a patient immediately, they’ll write off marketing as just another hoax. Imagine if your patients only brushed their teeth for 30 seconds one time and expected to maintain a healthy smile forever after. That low-risk tolerance holds many people back and prevents them from seeing the full rewards that are possible with a little faith and patience.
However, this shouldn’t discourage you. You should love marketing because it almost always gives you what you put into it. When the same doctor who invested $200 once begins to invest more (both in terms of time and money), they’re going to begin to see results. A good company can help you use your resources more effectively, but at the end of the day, you’ll still need to give to get.
It is also a common expectation for new practice owners to expect results quickly, without giving their campaign time to gain traction. What I tell those dentists, and what I will now tell you, is that most marketing initiatives only START to gain traction at the six-month mark. Anyone who tells you otherwise either doesn’t know what they’re talking about or is purposefully lying to you. Give your marketing the time it needs and you’ll be rewarded.
When you do so, marketing becomes more than just clicks and Google searches. Your marketing also increases your word of mouth referrals because you’re top of mind. It accelerates growth by educating the community on your services and the importance of proper oral health care. When you put all that together, it means you’ve become a positive force in your community. You become an entity that people know of, that they trust, and that they first think of when the need for dentistry arises. That’s a pretty powerful reason to love good marketing.
It is often the case that many marketing companies (especially in the dental space) don’t have the proper education, experience, or certifications to be running successful campaigns. Unfortunately, there’s also a gross lack of ethics in the marketing profession (from what I’ve seen in dental marketing since 2008). As a result, campaigns run, but the dentist doesn’t know their ad spend, doesn’t have ownership of their websites and as a result, they don’t see the results they are looking for.
However, ignoring marketing is not the solution. Instead, learn enough to protect yourself, create a plan, track your patient referral sources, and do it the right way. If you’re looking for all of these needs wrapped into one dental-specific marketing company, then you’re looking for Identity Dental Marketing. Not only do we deliver marketing that works, but we do it in an ethical way that you can feel confident about.
Whether you’re trying out marketing for the first time or you’re looking for a better way of doing things, we are here for you. Schedule a complimentary marketing planning session and allow us to learn about you and your practice. Together, we can work to achieve many of the goals you have for your success. https://identitydental.com/cmps/