A Dozen Tips for Internal Marketing
Building and maintaining a thriving practice doesn’t have to be expensive
Richard P. Gangwisch, DDS
It's easy to get caught up in external marketing efforts and become totally fixated on those methods of acquiring new patients. After all, that is the primary way that many dentists have grown their practices. However, internal marketing efforts, which are those that are aimed at your existing patients inside the practice, can be just as important. Word-of-mouth is the very best way to acquire new patients. And as an added benefit, internal marketing will help retain your current patients and increase case acceptance. This will aid in increasing your profits and also prevent your practice from becoming a revolving door.
There are many things that you can do to internally market your practice, including the following:
1. Cultivate referrals. It's the cheapest form of advertising, and patients who come in on a referral are already presold on your practice. They believe that you are the best because a trusted friend or family member told them so.
2. Ask for online reviews. More and more, the Internet is becoming the go-to place to find a new dentist. Online reviews can be an important part of a prospective patient's decision-making process. Having a healthy number of five-star reviews can be a make-or-break factor in whether a prospective patient will decide to walk in your door or go to the dentist down the street.
3. Place your portfolio book of before-and-after photographs in your reception room. This will not only show off your fine work but also give patients an idea of the types of procedures that you perform. I have a couple of three ring binders in my reception area, and there is not a day that goes by that I don't notice someone flipping through the pages. It can be a great sales tool. It helps improve acceptance when I am presenting a treatment plan only to have the patient say, "Oh yeah, I saw that in your book out in the waiting room." Bingo!
4. Display posters in your office for the types of services that you provide. If you do cosmetic dentistry, you can send your best cases out to professional photographers for portraits. These can easily be blown up to demonstrate your artistic work. If you don't have those types of cases in your portfolio, there's no need to fret. There are a number of dental companies that offer posters that are adequate for display in a dental office. Regarding the number and placement, be judicious. You don't want to appear tacky.
5. Place a TV in your reception room that displays educational material. There are a number of companies that offer good programs for dental practices. Because big-screen TVs have become inexpensive, the main expense is for the service. Many of these programs can be customized for your office to show pictures of you and your staff along with specifics about the procedures that you perform. This sure beats having HGTV on all day. When you sit down to explain a patient's needed treatment, do you want them to be knowledgeable about how to repair a kitchen sink or to be aware that you perform sleep dentistry or surgically place implants?
6. Give a flower, such as a carnation, at the end of each visit. Everyone enjoys flowers, especially if they are going back to the office. They will usually display them prominently on their desks, prompting coworkers to ask, "Who gave you the flower?" Even big, macho guys like flowers, but you can tell the ones who resist to give it to someone special. Leaving with a flower reminds patients of their good impression of your office well after their visit.
7. Give gift cards for unreasonably long wait times, misunderstandings, etc. No matter how well run a practice is, there will inevitably be a patient who is miffed about something. You can buy a number of gift cards from local supermarkets or big box stores and have them handy for the right moments. I can't tell you how many situations have been defused by simply placing a gift card into a patient's hand. Whatever the issue, at least the patient understands that you care about his or her feelings and will be more apt to change his or her attitude toward the office.
8. Send patients birthday and anniversary cards or emails. Everyone likes to be remembered on their special days. People appreciate the thoughtfulness, and it creates an opportunity to bring to mind your practice.
9. Send sympathy and get well cards. Letting your patients know how much you care about them in their moment of grief or sickness can be a nice touch that can have a lasting effect. It's not uncommon for me to see a surviving spouse for a checkup months later and have him or her thank me for sending a sympathy card.
10. Send thank you cards. Anytime that a patient does something special like referring a new patient or baking cookies for the office, it's time for a thank you card. People love to be acknowledged for things that they do. Pick up a bunch of generic thank you cards at the store. Then, when needed, all you have to do is add a quick, handwritten note, sign it, and have all of your team members sign it. It's a great way to show your appreciation (and to keep the homemade cookies coming).
11. Hold special occasion patient promotions. To reward patient referrals or Facebook tags, set up periodic drawings. Prizes can include things such as flat-screen TVs, iPads, or electric toothbrushes. Other promotions can center around treatment. Keep lists of patients with whom you have discussed crowns, implants, or clear aligner therapy. If they haven't returned for that treatment, send them a letter or email with a special offer, such as a discount if they begin treatment by a certain date.
12. Take patient portraits after any cosmetic work. It's easy to set up a mini photography studio in your office. When cases are complete, acquire a quick series of professional model shots and then print high-quality portraits of your beautiful work to give to patients so that they can bring them home and show them off to others.
Don't Survive—Thrive
The best way to build and maintain a thriving dental practice is through internal marketing. When compared with the costs of many external marketing campaigns, internal marketing is virtually free, and it can help you expand your patient base with solid, long-term patients. Try implementing some of these tips in your practice. You'll see the power of internal marketing and be energized to create new efforts of your own.
About the Author
Richard P. Gangwisch, DDS, a master of the Academy of General Dentistry and a diplomate of the American Board of General Dentistry, is a clinical assistant professor at the Dental College of Georgia at Augusta University and practices in a Heartland Dental-supported office in Lilburn, Georgia.
