Acquiring a dental practice can be an exciting yet challenging time. One of the most critical factors in ensuring success during this transition is having a solid marketing plan in place to retain existing patients and attract new ones. Here are key steps to consider when crafting a marketing plan for a dental acquisition:
1. Decide When to Rebrand
If you are taking over a practice with a strong patient following and established reputation, you may choose to delay rebranding for six months. This grace period allows you to maintain the trust that the previous owner has built while you get acclimated. However, it is possible to be highly successful with an immediate rebrand if done thoughtfully. To make this transition smoother, focus on personal communication with the patient base through email, direct mail, and phone calls. While calling 1,500 patients may seem time-consuming, it is the highest and best use of your non-clinical time during a transition. Personalized outreach reassures patients, strengthens relationships, and maintains continuity in care during the changeover.
2. Hire Identity Dental Marketing to Aid in Brand Positioning
The name you choose for your practice will have significant implications for your digital marketing efforts. It is far better to make the correct decision early in the process than to be forced into a rebranding effort 6, 12, or even 24 months into ownership. Effective brand positioning helps attract the right kind of patients, which will ultimately influence the culture of your practice. Bad patients can drive away good employees, so your brand message needs to resonate with your ideal patients and support your team’s well-being.
Creating a brand that fulfills a market demand, aligns with your strengths, and differentiates your practice is crucial. The experts at Identity Dental Marketing can help you with this process, ensuring that your brand and digital presence integrate search volume, keywords, and your location to maximize effectiveness.
3. Create a Thoughtful Video Introduction
Once you have clarity on your brand, create a video introduction that helps your community know, like, and trust you. A 2-3 minute interview-style video that highlights your unique selling proposition (USP) and key practice benefits can serve as an essential tool in attracting new patients. It also offers a proactive way to connect with your existing patient base via email, helping to ease any concerns about the transition. The video should include a clear call to action to encourage patient engagement and follow-through.
4. Build a Marketing Plan and Determine Ad Spend
After understanding the types of new patients needed for your practice, you can develop a marketing plan. While it may be tempting to launch advertising campaigns right away, it often helps to wait until you are operational. Being in the practice for a few months allows you to assess patient flow and team capabilities before committing to extensive advertising.
In most cases, starting with SEO is a sound investment, as it helps with both patient retention and acquisition. When it comes to Google Ads, it’s important to set realistic expectations, as the competitive nature of ads in the dental space can impact results. Before finalizing any marketing agreement, consider the needs of your team and practice infrastructure. For instance, it can be counterproductive to invest heavily in marketing if you need to replace equipment or turn over key team members.
A gradual approach, starting with brand establishment, website creation, and SEO, builds a strong foundation for future marketing efforts. This method ensures that when you are ready to ramp up with ad campaigns, your practice is well-positioned to handle the increased demand.
New dental practice owners can schedule a complimentary marketing planning session with Identity Dental Marketing to ensure their acquisition is successful and that they retain patients while growing their practice.
