Marketing & Advertising – Step 6
PROMOTE YOUR BRAND
Once you’ve created your dental brand, you need to market and promote it, in addition to your services. This is how you establish your credibility and relevance to your target audience. High brand awareness amongst your target market will allow you to easily introduce a wider range of dental services as and when they become developed, without having to start over again selling who you are, what you do and how you do it first. Your brand has already pre-sold you.
EFFECTIVE DENTAL MARKETING IS KEY
To make dental marketing really effective, you need to have a plan. Your marketing plan should support your strategic business goals. If you haven’t set a clear goal, you need to do this first. Having clearly identified your target market, and created your brand, you will know where to find them, and what information will be relevant to them.
Marketing is an ongoing process, with regular communications to clients and prospects to keep you and your practice in mind. Marketing campaigns are a great way to give a real focus and push to a particular product or service. Focusing your time and effort into a concentrated campaign period will make your budget work harder and make sure your message gets across to your target audience.
WHAT IS YOUR CAMPAIGN GOAL?
You might run a summer campaign with a special offer or discount on an existing product, or package together some of your own services, or a strategic partner. A sales promotion may have an ‘end by’ date. Think about what you want to achieve with your campaign. Are you finding it hard to get people through the door? In which case your offer should attract them into your premises with an event, or a free consultation. Advertising is a good way to communicate to a lot of people but make sure your message is clear and relevant, and invest in running a series of advert to make sure your message gets across. A one-off advert is likely to be a waste of money.
Work with your team to ensure that they have an opportunity to share your vision and contribute their ideas. They are often the first contact point a prospective patient will have with your dental brand. A shared vision is much more likely to succeed and they will become your brand ambassadors.
GET THE MARKETING MESSAGE OUT
Repeating your campaign message on your dental website, in your newsletter, running an advert or sending out a press release will make sure your target market receives the message. Make sure you get feedback, track results, and adapt if necessary. These elements combined will ensure that your dental marketing is clear and effective and will deliver the results you need.
STEP 7 – PROMOTING YOUR DENTAL PRACTICE
Plan to launch, communicate and exhibit. How to promote your brand >
WHO AM I?
Alex Nicolaou is a Brand Designer and Advertising Strategist who partners with company directors, dentists, specialists and entrepreneurs to grow their personal and professional brands. Having 20 years experience in dental marketing and a total of 30 years designing and advertising in all industry sectors, Alex knows how to make your brand get noticed and communicate with your ideal target audience.
Alex has always been artistic, creative and passionate about art and design. His natural talent enabled him to develop his career working on blue chip accounts for successful London based advertising and marketing agencies. The skills learned and experienced gained placed him in good stead for running his own business which he has successfully managed and directed for 20 years.
His expertise has helped dental practices and other businesses to win national awards for design, branding and marketing. If you want your business to turn heads, he’s the man.
Read more about Alex Nicolaou here >
DENTAL BRANDING & MARKETING
For more information call Alex Nicolaou on 01923 609770 to find out about making the most of your website marketing opportunities.