Marketing is a marathon, not a sprint. This is especially true with higher ticket items like advanced dentistry. I love fast results, and have been fortunate to see them on many occasions, but I always caution my dentist clients to focus on the ROI of months and year’s - not days and weeks.
Not every campaign works, and at some point you have to stop throwing good money after bad. But if you have a good plan, and a sound strategy, it is best to give your campaign time to mature. Most dental advertising campaigns have some element of direct response - we love when people respond immediately. But you’re also branding the practice and building up your presence in the mind of the community. This pays dividends over time, and gets better and better with the passing months and years.
Don’t spend all your time, energy, and resources constantly revising the plan. Don’t come home from every seminar with visions of duplicating someone else’s plan, only to change your mind in a month or two, and head in another direction. Figure out who you are, who you want to be, and devise a plan to let the community know. Then stay focused on the plan, and give it some time to work.
Posted in Branding, Marketing Strategy
