| Should I Continue To Aggressively Market My Orthodontic Practice In A Difficult Economy? |
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July 11, 2008
Greetings!
In our continuing effort to add value to our business relationship with your practice, please enjoy this GetOrthoCases (a division of Philadelphia's Finest) marketing pearl. It seems that when the U.S. economy slides into a protracted period of less than stellar economic growth, many practices begin to ponder cutting their expenses. One of the first expenses to go in many practices is marketing - very sad...here's why. First, let's cover 2 things that Marketing CAN'T do for your business. Marketing Can't Make You An Overnight Wonder.
Just because you start a marketing program doesn't
mean you'll immediately see your practice explode.
Marketing is about getting your marketing message in
front of your target market (precisely targeted
households and referring dentists) on a regular basis
until they finally decide that they are
"appointment-ready" or ready to refer more patients to
you. Then, if you have done your job, these prospective
patients or referrers, will choose your practice. If you
haven't done your job, they won't.
A successful marketing campaign can give you SOME immediate results, but you should not expect maximum profits from your CONSISTENT marketing investment for at least 12 -18 months.
Marketing Is Not About Doing Something Once (Or Even Occasionally).
The most successful orthodontic practices that we
work with schedule their marketing investment with us
in advance each year, and don't deviate from that
schedule. (Notice I said "marketing investment" not
"marketing expense".
Have you fired your financial planner this year because the economy is bad? Probably not. Your marketing requires the same "long-term" mindset. Not coincidentally, those practices that dedicate themselves to a consistent marketing campaign with the GetOrthoCases Marketing System, and mail consistently and more frequently than our other orthodontic clients, derive greater profits from their marketing campaign with us. So, what happens when an orthodontic practice cuts back on their marketing in a difficult economy? While things were better, your practice and your competitors were competing for more patients. After all, when families had more bucks in their pockets, they were less likely to delay orthodontic treatment. Maybe 4 or 5 orthodontic practices were competing in your area for these prospective patients - the marketing campaigns of these practices varied in their scope - but there was definitely more "marketing noise" in your marketplace. However, now the economy has soured. Starts are down. 2 or 3 of these competing practices decide to cut 50% or more of their marketing expenditures "until the economy gets better. After all, why spend marketing dollars if less patients are starting treatment?" Here's why - those 1 or 2 remaining practices who have maintained their dedication to their marketing, continue to position their practice as the "obvious choice" for orthodontic treatment throughout this difficult economy. Prospective patients are paying more attention to the marketing communication from these 1 or 2 practices, because they are exposed to less marketing touches for orthodontic services. Finally, the economy improves again. Who do you think these prospective patients in your area are going to call? Without a doubt, the practices who continued to market consistently. While the other practices have now lost all marketing momentum, and must effectively start the process of positioning themselves as "a best choice" all over again. In closing, consider the following. It is a trait of the human mind to desire to make the "best choice" when purchasing a product or service. When is the last time you heard someone say, "My landscaper is just average" or "My orthopedic surgeon is OK...he may not be the best, but he's alright." You never hear this, because we always want to believe we made the best choice. As an orthodontist, your patients want and expect the same thing. To maximize your return on your marketing investment, your potential patients need to believe that you are the BEST option for their family, so that when they become "appointment-ready" they choose your practice! Mailing to your target households (your best possible potential patients) once or twice or even three times per year, or sitting back and thinking your quality work is going to encourage your patients to refer their friends and family members to you, is NOT going to position your practice as the "Obvious Choice" for orthodontic care in your area. If you wish to position your practice as the BEST option for orthodontic care for your prospective patients, you need to continue to market your practice aggressively, regardless of the economy. In today's highly competitive orthodontic market, you can no longer afford to be average. In the past, orthodontists could create a very comfortable lifestyle, even if they were just average. Not anymore. If your marketing campaign has been scheduled for the entire year, stick to the plan. Mail at least 4 - 6 times per year to your best possible precisely targeted households, and make sure you have implemented a systematic approach to asking your present patients for referrals (ask about our Patient Referral Brochures). If you haven't planned your marketing for the year, DO IT NOW. You will thank me later for this because your practice's profits for the second half of 2008 and for 2009 depend on it. Call 1.888.657.2762 TODAY. Best regards, Andrew Zuch
GetOrthoCases/Philadelphia's Finest
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