Internal Marketing Is Even More Important in a Slow Economy
I’m already on record about the importance of maintaining your marketing when the economy slows down. http://thedentalmarketer.com/2008/04/25/dental-advertising-in-a-weak-economy/ The marketing dollars you spend now will increase your current market position, and will make you even more competitive when the economy improves. Be the steady presence in the community, not the guy who comes and goes in and out of the public consciousness.
However, even the best intentions can’t pay the bills if the budget is just not there. Bad luck or insufficient planning may have left you unable to sustain your marketing. If there is no way you can manage to keep your marketing plan on track, then a new plan is in order. Here’s the new plan: 1) Generate more general dentistry, by 2) Ramping up your internal marketing.
Some dentists have seen a decline in elective procedures, especially larger cosmetic cases. Many cosmetic surgeons have slowed down too, some as much a 30%. http://www.suntimes.com/lifestyles/fashion/1202321,CST-NWS-sag05.article If patients are just not accepting big cosmetic cases, you need to make up that production as much as you can with basic general dentistry. Your fastest and cheapest method to do this is internal marketing.
Send a short e-mail to every patient you have. If you don’t collect patient e-mails, start doing so immediately. Use postcards by regular mail to whatever extent necessary to reach everyone. Your message should be short and should offer a direct benefit. Here’s an example.
“Don’t forget to use your dental benefits by the end of the year. Make an appointment between now and December 31, and receive a take-home whitening kit at half price! We take it as a great compliment when you refer a friend or family member to our practice. Now we want to show our appreciation with a thank-you gift. When you refer someone to our practice we’ll give you a gift card of your choice. Some of your fellow patients have already chosen to receive gift cards for Outback Steakhouse, Red Lobster, WalMart and Target. What will you choose?”
This message does two things – it markets for new patients, and it offers direct benefits to existing cutomers. If this referrral incentive is not your style, offer Visa gift cards, which are practically the same as cash, or movie tickets. When times get tough, efficiency is more important than ever. Few things are more efficient than internal marketing.
Great advice!!
I am a hygienist in Denver trying to help our practice make it during these tough economic times. Thank you for posting such a great article.