Why Bad Economic Times Require "Smart" Marketing By An Orthodontic Practice Marketing System Greetings! It seems that any time the U.S. economy slides into an extended period of economic contraction, many practices begin cutting costs.  One of the first things 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 (households in your market area with children ages 7 - 15, and ample disposable income, as well as 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 should receive marketing from your practice (direct mail postcard, referral brochure, targeted magazine or local newspaper ad, online advertisement) containing an aggressive, time-sensitive offer for those starting treatment in the next month and a link to educational articles on your website, such as "Who You Choose For Orthodontic Treatment Now, Can Make The Next Few Years A Lot More Enjoyable For Your Child" or "Is Early Treatment Worthwhile?"   These custom-designed articles can include components such as your treatment philosophy, the AAO recommendation on the need to see an orthodontist by age 7, your technology investments and how they benefit your patients, your practice's philosophy of who is a candidate for early treatment and, even more importantly, who is not a candidate and why, pre-written marketing testimonial videos that actually further your marketing message, that are endorsed by influential patient families of your practice, and so on.       Don't you think these patients will appreciate the educational content and view your practice differently from your competitors (who aren't providing this information)?  Absolutely they will because you're helping them make a more informed decision for their loved one.    We recognize that many practices will say, "I don't have the time, the desire, or the expertise to come up with the content and write articles like that?"  However, if you truly want your practice to grow, you're going to need to MAKE the time to differentiate yourself this way, or hire a vendor to do it for you.    Savvy practice marketers realize that  families "Investigating" orthodontic treatment and your professional referral sources both require a steady stream of marketing exposures to compelling buying information, before they become convinced that your practice is their BEST option, and they call you for an appointment or begin referring patients your way. 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 market consistently and more frequently than our other orthodontic clients, derive greater profits from their marketing campaigns with us.    So, what happens when an orthodontic practice cuts back on their marketing in a difficult economy?  In the short-term, they have some more cash in their pocket.  But in the long-term, here's the reality...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. At GetOrthoCases, orthodontic practice marketing is what we do and all that we do.  Last year, our clients' average return on investment with the GetOrthoCases Practice Marketing System was 424%.  Our clients with persuasive treatment coordinators and efficient internal systems enjoyed returns as high as 1200%. Your Next Step: If you want to learn how GetOrthoCases will greatly increase new starts at your orthodontic practice, call today at 1.888.657.2762, visit us on the web at www.GetOrthoCases.com, or email us at sales@GetOrthoCases.com and request more information, or a date and time for one of our Practice Marketing Consultants to give you a call. Receive 1,000 FREE Patient Referral Brochures with any 2012 Practice Marketing Plan ($1,098 value) Offer expires 2/24/12  Not valid with any other offer, or previously placed order.   Best regards, Andrew Zuch GetOrthoCases