Building Contrast and Engagement with Creative Content
What is Dental Marketing?
Marketing a dental practice is no different than marketing an air conditioning repair service or coffee shop. In a modern, online world, it’s all about exposure and traffic, staying top of mind. Before the internet and smartphones, information (including marketing campaigns) moved much slower. It took time to build up a reputation in town and establish a practice. Dentists did a lot of personal networking, got a listing in the Yellow Pages, and maybe sponsored a local little league team. A good practice location and signage were especially important back then.
Everything changed when the internet came along and eventually shrank into our pockets. People started navigating not only their cars online with Google and smartphones but also guiding important life decisions (like dating, banking, and—yes—looking for dental care). Social media and streaming services eventually grew to replace broadcast television, and clickable links started to replace printed newspapers.
So what does this new reality mean for dentists looking to grow their patient base in an online world?
Dental Practices as Media Production Companies
Successful dental practices today realize the importance of consistent, creative content. They view their practices more as media companies that also do dentistry. This idea is for sure a paradigm shift, and it might even seem, at first, to violate the sanctity of dental science; but the truth is that dentists need patients to treat, and patients are spending more time online scrolling. To reach the masses and provide them with the best dental care, your dental marketing must continually wow prospective patients with engaging material.
Avoid Marketing Automation
How to Develop Contrast with Organic Marketing Automation, Automation, Automation In today’s world, services are trending toward automation. Computers are fast replacing tasks done by people. From voice recognition answering services to robot warehouse workers, the modern world is embracing the obvious cost savings and efficiency of a workforce that
Content Is King for a Reason
At the core of every marketing campaign is a desire to sell value, any type of value (practical, social, financial, etc.). Consumers are driven to pursue goods and services that improve their lives and add value. So after a business decides what type of value they offer, the next step is promoting that value, which is the essence of all marketing.
Promoting value is all about creating contrast. This concept is illustrated well in the animal kingdom when males strut to attract a mate or when high school girls seek unique dresses for prom. Animals are programmed to notice and appreciate new and unique things. This is why camouflage works so well; it attempts to imitate the existing environment. Likewise, the reflective vests that road workers wear are meant to stand out and get your attention. So how can your dental marketing create contrast, build engagement, market value, and attract new patients?
Google Reviews: Consumers notice online reviews first in today’s market. Reviews can make or break a small business and instantly create contrast. People trust businesses that establish a good rapport with the public; plus, star ratings have a powerful visual aspect that further enhances the power of reviews. A five-star rating immediately advances your business to the next round and separates you from 2’s and 3’s. Recently, more dental practices have realized the power of Google reviews, and they spend a good deal of time and effort securing them.
Respond to Online Patient Reviews—Period
How Online Reviews Can Attract New Dental Patients The Largely Untapped Practice Builder If you don’t respond to online patient reviews, it’s like deciding not to cash in winning lottery tickets. There’s so much opportunity in both good and bad reviews—yes, even less-than-perfect reviews can strengthen your online practice brand
Website/Google Business Profile: If your practice passes the Google review test, prospective patients will look closely at your website and Google business profile. They will read staff biographies and make judgments about the pictures. They will notice the overall quality and speed of the site. Because they know very little about dentistry, prospective patients will associate the quality of your online content with the quality of your dental care. The question they are ultimately asking themselves: Does your practice offer more value than the others in town? The answer to this question will be yes if you’re able to create contrast. Do the other dentists in town have corporate-looking sites with stock images? Focus your dental marketing on organic images; build a library of before and after dental photos, happy patients, staff gatherings, etc. Are most dental practice sites in your area threadbare and lacking depth? Develop a blog and YouTube channel. Focus on content and demonstrate your passion for dentistry. Analyze the competition and look for ways to demonstrate more value.
Social Media/Ad Content: Finally, more and more prospective patients are looking to social media to get a sense of your office. If you’ve been working to expand your reach, there’s a good chance many people have already seen at least one of your ads. You have videos about dental health, safety protocols, and your services. You’ve also created plenty of fun, engaging videos—staff gathered for social events, maybe a dental skit or two, and the dentist dressed up for Halloween. The entire collection of images and videos tells one unifying theme: Our practice provides the most value. Consumers today relate quality content with quality products and services. Any effort you invest in content will return in the form of long-term growth.
Engaging, High-Quality Video Content Is the Future of Dental Marketing
Why Your Dental Practice Needs a Media Specialist The Past and Future of Dental Marketing Marketing a dental practice has certainly changed over the years. Early in the twentieth century, dentists built their practices with door signs and satisfied patients. Referrals were the primary practice builders back then, so growth happened
Invest in Content and Future Proof Your Dental Practice
Many dental practices are growing their five-star Google reviews, and most have a professional website. So if your practice faces this type of competition, how can you create contrast and attract new patients? The answer is social media and advertising. Focus on content. Be the most creative. Develop a social media calendar and decide how you can engage with the community. Sure, effective dental marketing takes planning and work and skill. Someone needs to manage this content effort, but, in the future, it will become the differentiating factor, the way dentists create contrast and dominate their area. Once everyone in town has Google reviews and a great website, social media will become the place where prospective patients make their choices.
