Marketing is a crucial aspect of creating your successful orthodontic practice. The right marketing systems can increase the number of parents bringing their children to your office for consultations, affording you the opportunity to increase your new patient starts.
Utilizing strong marketing concepts, it's possible for a savvy orthodontist to earn millions of dollars over the course of their career. In order to take advantage of this opportunity, an orthodontic practice should implement a consistent marketing campaign that accomplishes the following goals:
Establishes long-term, mutually-beneficial alliances with nearby referring dentists.
Fosters strong relationships with the referring dentists (and possible referring dentists) in your area, which is vital to your marketing efforts. A strong patient referral program is also important to a successful orthodontic practice.
For any given orthodontic practice there are most likely four groups of referring dentists: the top referrers, the frequent referrers, the occasional referrers and the non-referrers.
Top referrers (dentists are your top third of referrers, and are responsible for 40% to 60% of referrals)
Frequent referrers (the middle third, sending you 20% to 30% of referrals)
Occasional referrers (the bottom third, sending you 1% to 10% of referrals) and Non-referring dentists (those presently not sending you any new orthodontic referrals).
In order to implement a successful referral marketing program, you need to recognize who is currently referring patients to you, and at what level, and what possible changes to those referral relationships could happen in the near future. The success of your orthodontic practice depends on knowing the current status of your entire referral base.
Utilizes multiple marketing strategies. Every referring dentist ultimately contributes to your orthodontic practice's success. However, the addition of just one top referring office to your referral base can easily garner an additional $100,000 or more for your practice over the duration of your career.
A successful referral-marketing campaign consists of multiple marketing strategies, all taking place at the same time. This strategy creates much-needed referral activity, consisting of such activities as lunches, parties and seminars, throughout the year.
Marketing programs typically fail when an orthodontic practice doesn’t gain the attention of its referral sources. One way to get said attention is by initiating multiple simultaneous activities.
Make your marketing plans for the entire year. Include your major AND minor strategies for the 12-month period and make a firm commitment to carry them out. It’s critical for referring dentists to hear from you regularly. By doing so keeps your name up front and reminds them of your practice. Most referral sources have the potential to refer many more orthodontic patients to you than they presently do.
Identifies your practice as your area's LEADING Orthodontic Practice. Lately, orthodontics has become somewhat of a luxury in many consumers’ minds, and branding your practice now matters more than ever before. You need to firmly establish the unique identity of your orthodontic practice within your area. Start by asking these questions:
• What sets your practice apart from your competition?
• Do you consider your practice to be primarily a high-quality brand?
• Is your office a fun place to be?
• Are you a flexible office with convenient hours?
• A one-of-a kind office with an original decor?
Even if all of these attributes may apply to your orthodontic practice, it’s important to select only one of them to establish your brand identity in your area. It’s difficult for any business to be considered as high-quality, fun, convenient, and original—all at the same time.
Choose one key quality to build on. Once people find that one quality aspect to be genuine, they will soon discover all the other great aspects of your practice that you want to emphasize.
Establishes community outreach, support and leadership. Look for opportunities to advertise in your area's newspapers, school yearbooks and programs, and organizations' newsletters and fund-raising books. Consider sponsoring sports teams, local concerts, and other events in your area. Your practice logo should reinforce your brand, as well.
While these efforts might not immediately bring patients to your orthodontic office, there is a cumulative effect over time. People will soon remember your name from those various community-sponsored events and begin to talk about your practice.
The end result of community outreach is to become known as THE orthodontic practice in your area. One way to establish that idea is to make certain your name keeps showing up consistently, throughout your entire area.
Effective management and marketing are vital to orthodontic practice success. Management is about ensuring your patients have a great experience when they are in your office. Marketing is about making sure that patients come to YOUR practice in the first place.
When you incorporate marketing as a tool to increase your orthodontic cases, you will experience a stream of new patients that will very quickly stimulate the growth of your practice. These strategies are an excellent way to jump-start your orthodontic practice's growth!
Learn how a marketing campaign will greatly increase new starts at your orthodontic practice. Call 1.888.657.2762 to request more information, or click below for a FREE Marketing Analysis from one of our Practice Marketing Consultants.
At GetOrthoCases, orthodontic practice marketing is what we do and ALL that we do.