Green Your Marketing Approach
Implementing digital and high-tech marketing practices not only saves money, it keeps tons of waste out of landfills. Greening your marketing allows you to powerfully connect with patients in a way that reflects your eco-friendly values.
We're all aware of paper waste, but prepare yourself for some staggering statistics:
According to the University of Colorado, every year enough paper is wasted to make a 12" wall spanning from California to New York. Americans use approximately 85 million tons of paper per year (680 pounds per person) and only 1/3 of it is recycled.
Each ton of paper recycled saves 17 trees, 380 gallons of oil, three cubic yards of landfill space, 4000 kilowatts of energy, and 7000 gallons of water. Those 17 trees saved could absorb 250 pounds of carbon dioxide from the air each year. Burning that same ton of paper creates 1500 pounds of carbon dioxide. (Recycling Revolution)
Luckily, there are alternatives!
1. Take advantage of free social media
We know you've heard of those "little" social networking sites named "Facebook" and "Twitter," but are you using them to market your practice? Post links to articles about healthy living or short updates about special seasonal offers. If you haven't already, hop on board!
2. Communicate with Patients Digitally
Use web and mobile-based communication tools for your office newsletter, appointment reminders and patient follow-ups. Check out Demandforce, Sesame Communications, and the newest offering:Patient Activator.
3. Beef Up Your Practice Web Site
Green dental patients love information and technology, so if you don't have a web site, get on it! There are great providers out there, like Matchbook Creative, which also does great practice branding, and DDS.com.
4. Start A Blog
It doesn't have to be fancy. Write a short piece about your community contributions, or new technology you've incorporated. If you have a blog, let us know! We'll share it with our social media community. For ideas, take a look at the EDA Blog:The Green Zone.
5. If You Need Paper, Choose Recycled or FSC Certified
There are numerous recycled papers available (e.g. New Leaf Paper), so choose them for patient give-away bags, business cards, etc. Look for local printers that use vegetable-based inks and eco-friendly printing processes.
6. Toot Your Horn!
Your patients don't know what you don't tell them. It's time for you to shout it from the rooftops and wave your green flag high! Include your Eco-Dentistry member logo on your website and have it click-through to your Eco-Dentistry Member profile, listing all of your green efforts and achievements. Include green dentistry content on your practice web site.
For more ideas, take a look at the EDA's Green Dentistry Marketing page. Do you have ideas on how to green your marketing strategy that we didn't mention? Let us know and you could be featured in a future blog post!
The Eco-Dentistry Team