Maximize Touchpoints with Local Dental Marketing
Remember, Dental Marketing Is Local
So much of our marketing efforts focus on digital mediums like Google ranking and social media, but as a local small business, dentists also need to pursue “boots-on-the-ground” local marketing efforts. The reality is that most new patients will not travel beyond 7-10 miles to see a dentist. So if you draw a 10-mile radius from your office and complete the circle, you know where to focus your efforts. You’ve already been developing a digital campaign, but now it’s time to explore some local marketing strategies that connect with your community in a more tangible way.
Multiple Touchpoints Are Key to Marketing Success
The most effective dental marketing campaigns include a variety of touchpoints (or different ways that prospective new patients encounter a dental brand). People are influenced when they see something repeatedly, but even more influenced when they see the same message in different ways and in different locations. For example, you want to buy an electric car. The salesman says it’s great, of course. But then you come home and see a report on television about how reliable the car is, and then your neighbor pulls in with the same vehicle and tells you that he bought it after reading a rave review authored by a famous NASA engineer. Then you go online, and there’s a commercial for the car that reinforces all this positive energy. Finally, you might receive something in the mail (a postcard or magazine ad) that further influences your thinking. You get the point. Good marketing is ubiquitous.
Effective Local Marketing Strategies
Local Publications: Most towns have local news and current events magazines/newspapers. Some even offer quarter-, half-, and full-page advertising spreads, allowing plenty of room to contrast your brand with the other dentists in town. It’s always best if the advertising is spread out within the body of the publication and not condensed into the last few pages.
Shopping Carts: One of the most effective local marketing strategies is often overlooked today. Many grocery stores still place advertisements on their shopping carts. This is a great way to build local brand awareness. If your ad is creative and memorable, shoppers will take note as they return week after week.
Sponsor Local Sports Teams: Local athletic organizations need to offset expenses by soliciting sponsorships from local businesses. Usually, this comes in the form of business banners on gates, fences, and scoreboards. These types of sponsorships are a great way to support local youth and expose your brand to influencers in the community.
Community Events: Most towns organize local gatherings from time to time. There’s always food and music and maybe even rides for the kids. People mill around and enjoy the outdoors with their families. To sponsor these events, local businesses rent booths and promote their services and products. With a motivated and friendly team, this type of opportunity can provide a positive and memorable one-on-one interaction. Another benefit is that most of these events are held in the summer when new families are moving to town and looking for a dental home.
Donate Oral Care Products: Many organizations (such as homeless shelters, women’s shelters, and food pantries) are very thankful to receive toothpaste, floss, and rinse. Demonstrating this type of community goodwill illustrates your dental practice character and your mission to truly help people improve their oral hygiene and overall wellness.
Donate Dental Care: Work with local churches and support organizations to find families in need. Often, dental care is neglected because funds are needed to cover other expenses. This type of charity work makes it clear that your dental practice has an objective beyond profit. Other charitable ideas include offering free whitening/cosmetic procedures to local first responders and veterans. Note that charitable dental expenses like assistant salaries, lab fees, and products are tax deductible.
Volunteer Your Time: There are many laudable causes to support: food pantries, soup kitchens, conservation groups, local beautification efforts (trash pickup), and, of course, as dental professionals, you can always donate time and materials to provide dental services to those in need. Volunteering demonstrates your commitment to the community and also serves as a great bonding time for your dental team. You might consider printing some team shirts with your logo and concluding your volunteering efforts at a local pizza pub. Contact your local government for volunteering opportunities in your area.
Educate in Schools: One of the best local marketing strategies is to connect with the local community during Children’s Dental Health Month. Each February, the American Dental Association works to encourage children to adopt good oral hygiene habits. Call up some local schools and volunteer your expertise. Speak about good oral hygiene habits and bring some visuals (models of teeth, dental instruments, etc.). If you have room in your budget, consider branded dental merch too (a creative “goody” bag, toothbrushes, floss, and a tooth refrigerator magnet with your contact information). If you really want the kids to remember your presentation, draft a short skit about defeating plaque and cavities. Make some costumes and act out a drama about brushing and flossing away plaque. Be creative; get a few student volunteers to help out. If you inspire the kids to brush and floss, they will share this excitement with mom and dad. Schools (especially those on tight budgets) appreciate your time, the kids appreciate the break from class, and the parents appreciate your inspiring their kids to practice good oral hygiene.
Sponsor a Dental Scholarship: One of the best ways to give back to the community and to signal your passion for dentistry is to establish a dental scholarship with your local high school. You can name it after your practice; for example, “The Springfield Dental Scholarship for Future Dentists, Hygienists, and Dental Assistants.” Students are thankful for any amount of tuition relief—even $500 will help to offset the cost of books, equipment, and fees.
Chamber of Commerce: Become active in your local chamber of commerce. This is a great way to promote your dental practice brand and network with other business owners.
Fourth of July Parade: Many communities allow entries in their Fourth of July parade, which is one of the best local marketing strategies. Promoting your dental practice in a public way and giving away branded merch can substantially boost your local exposure. Design some red, white, and blue shirts with your logo, and have fun. Maybe you can sculpt a tooth or rent/make a tooth costume? The more time and creativity you invest will determine your impact on viewers. Be sure to plan something fun after the event like breakfast at a local restaurant.
Decaled or Wrapped Automobile: There are some new wrapping techniques that make branded automobiles stand out. Having a practice vehicle is the perfect way to keep your brand top of mind. Best to choose a unique vehicle (e.g., a Hummer, Jeep, or VW Bug). Work with a graphic designer to capture your brand with color and images. One good way to keep the car moving to different locations is to have employees use it on a rotating weekly basis. Employees will have fun driving something new, and the local population will be impressed with your creative approach and effort. Because this car will reflect your practice, be sure to keep it detailed!
Local Mailings (Postcards/Newsletters): Even though most of our mail is digital these days, we still receive “snail” mail. And ironically, it might even be growing in popularity as a nice reprieve from all the screens. Many companies provide postcard/newsletter services, but you can also do the work yourself and save money (Check with your local post office about sorting and proper postcard dimensions.). Be sure to change up your imagery and consider a special offer or discount. Blanketing the town four times a year is a great way to stay top of mind.
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