One of the best and simplest ways to expand your dental practice is by offering a new service, product, or treatment option. There are many popular additions embraced by successful practices, including:
- Sedation dentistry
- Teeth whitening kits or treatments
- On-site crowns and restorations
- Spa-like extras for increased relaxation
- Professional-grade dental products
- Laser dentistry
If you’re adding a patient benefit or partnering with a new brand that you and your dental team believe in, you’ll want to communicate that commitment to your patients in a well-planned marketing strategy. Here are some of the best steps to take when promoting a new service or product.
It’s essential to lay the groundwork before rolling out your shiny new offering so your marketing efforts are effective. Identify your target audience. Who will benefit most from the new service? Then tailor your messaging accordingly.
Lay out a comprehensive marketing strategy by creating a timeline, outlining your goals, and determining which channels or platforms you’ll utilize. Be sure to combine online and traditional tactics to reach a wider audience.
Strong Online Presence
Most people use the internet when searching for a dentist or particular service, so your online presence is crucial. Create a dedicated page on your website to explain the benefits of the new service or product. Make it easy to order or schedule an appointment. Remember to optimize your content to rank higher in search engine results by researching relevant keywords related to the service.
Email marketing is one of the most cost-effective marketing tools at your disposal. Let current and prospective patients know about the new offering with email updates – especially if there are exclusive offers or discounts included to entice them.
Popular social media platforms like Facebook, Instagram, and Twitter can be enlisted to target a wide variety of demographics. You can also create a paid advertising campaign through social media accounts and Google Ads. By using digital tools such as geofencing and website retargeting, it’s even easier to leverage online ads for their intended audience.
Offline Marketing Strategies
Your digital planning is important, but it should be tied in with traditional, in-practice marketing actions as well. Create and distribute eye-catching print materials, including brochures, direct mail postcards, waiting area posters, and more.
Place flyers or brochures in local businesses that tie in well with the product. Depending on what you’re offering, find partnerships and collaborate with other professionals. For instance, cross-promote whitening treatments with a cosmetologist; or partner with a daycare center if you’re adding a kid-friendly area to your practice. Community involvement through health fairs or sponsored events also helps increase your visibility as a trusted local dental provider.
Don’t forget to share your new service in a press release to the local media – small-town papers often welcome this type of news for content.
Get People Talking
Your current dental patients can be a powerful source of marketing. Be sure to request feedback and reviews from those who have purchased your new product or tried a new service. With their permission, share testimonials on the website – anxious patients will appreciate hearing firsthand about the calming benefits of sedation. People will love seeing before-and-after photos of results from aligners or whitening kits.
Create additional promotion with referral programs by rewarding current patients who sing the praises of your new service. Consider offering free consultations, discounts, or package deals to further get the word out.
Always include your dental practice’s branding on new products or any related literature on services. Be consistent with your marketing efforts and track your results so you can adjust as needed.
By promoting a new product or service that patients will love, you’re also adding a valuable new source of revenue to help your practice grow. At RAMP – The Dentist’s Marketing Company, we’re committed to providing you the time and freedom to focus on your patients. Contact us today for a free consultation!