Should I Continue To Aggressively Market My Orthodontic Practice In A Difficult Economy?

Marketing System

Greetings!

In our continuing effort to add value to our business relationship with your practice, please enjoy this GetOrthoCases 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. Grow, yes. Explode...probably not. 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.

Remember, your practice marketing campaign is a lot like an attorney trying a case in court. The attorney who presents the most compelling, believable information usually wins on behalf of their client. You must promote your orthodontic practice the same way to win over potential orthodontic patients in your area.

So How Do I Do This?
Families considering orthodontic treatment for their children receive a direct mail piece from your practice that includes an aggressive, time-sensitive offer for those starting treatment and the mail piece also contains a link to a FREE report on your website titled "Is Early Treatment Worthwhile?" This custom-designed report explains the need to see an orthodontic specialist by age 7, and details your practice's philosophy of who is a candidate for early treatment and, even more importantly, who is not a candidate, and then explains why. Don't you think these patients will appreciate the educational content and view your practice differently from your competitors? Absolutely, they will.

Our clients realize that the "Fence-sitters" require multiple marketing exposures to compelling buying information, before they're convinced that your practice is their BEST option, and they call you for an appointment. Our Website Marketing Reports were designed to convert these "Fence-Sitters" into "Appointment-Ready" patients of your practice. For more information on the GetOrthoCases Website Marketing Report and how these reports increase our clients Average Response Per Mailing over time, click here.

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 (click here for more information on the GetOrthoCases Patient Referral Brochures, GUARANTEED to increase referrals for your practice or your money back). If you haven't planned your marketing for the year, DO IT NOW. You will thank me later for this, because quite simply, your 2010 profits depend on it.

Call GetOrthoCases TODAY at 1.888.657.2762
We can increase new starts for your practice in 2010. And we'll guarantee it!

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Offer expires November 30, 2009 Not valid with any other offer, or previously placed order.

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Best regards,

Andrew Zuch
GetOrthoCases