How to Customize Marketing to Your Dental Practice

No two dental practices are alike, so each one understandably requires a customized marketing strategy for seeking business growth. It’s also essential to consider the specific practice type in order to align the marketing goals with the target patients.

The main practice formats include solo-run office, specialty-focused, multiple locations, and those dentist owners looking to transition into retirement or sell. No matter which one you identify with most, it’s important to understand your ideal patient demographic and leverage multiple marketing channels, including digital, traditional, and social media.

Each type of practice will have its own challenges and opportunities.

Solo Practitioners

For solo practice owners, the focus might be on building a strong local presence and developing a loyal patient base – especially important if you’re in a saturated market. Create a strong personal brand to increase word-of-mouth referrals and positive online reviews. Other marketing efforts should include:

• Local search engine optimization (SEO).
• Community outreach and involvement.
• Targeted social media campaigns.

Specialists

In a niche market, precision matters. Specialty practices such as orthodontics, endodontics, or pediatric dentistry may need to target a specific audience and highlight their expertise in that particular field. In addition to targeting relevant patients, it’s important to reach referring doctors near you as well. Marketing tactics could include:

• Educational content marketing.
• Targeted advertising via social media, digital, and direct mail.
• Creating partnerships with related healthcare providers.

Multi-Location Entrepreneurs

Practices with multiple locations require a more comprehensive approach, one that emphasizes consistent branding across all locations. Ambitious dental entrepreneurs need solutions that will fuel expansion and drive growth across all locations. Strategies should include:

• Coordinated digital marketing tools like geofencing.
• Efficient patient management systems.
• Highlighting the practice’s convenience and accessibility.

Need an Exit Strategy?

For dentists nearing retirement or considering selling their practice, the marketing exit strategy should prioritize building the business’s value and attracting potential buyers in order to secure the best price. This can be achieved in a number of ways:

• Highlight the practice’s reputation dentist’s legacy.
• Advertise patient retention rates and financial performance.
• Leverage industry networks and targeted marketing for expanded reach.

Also relevant, if you’re interested in marketing to a retiring dentist’s patients, be sure to check out this previous article with a 7-step blueprint on creating a narrative for a successful transition.

Regardless of your practice type, effective marketing requires a deep understanding of the target audience, competitor landscape, and the unique selling points of the practice. Regular evaluation and adaptation of the marketing strategy are also crucial to ensure success.

At RAMP, we offer practice growth solutions for all types – solo practitioners, multi-location, specialty – as well as those transitioning out of their careers. Contact us today to discuss your needs and schedule a customized evaluation.