Every day I run into dentists and other healthcare professionals who ask me this question- how do I increase my new patient numbers and grow my practice? It is a question being asked more and more often as business bottom lines get even higher and the cost of advertising rises, while the competitive market becomes more of a jungle, and less of that simple affair of placing a sign and letting the business walk in.
This usually leads to another question- What is the best way to get new patients into my practice? That means most effective and most cost efficient based on result. And there are many contenders for the title of “the best marketing referral source” when it comes to where to spend your marketing dollars: website, ValPack, Social Media, handouts, flyers, newspapers, and lets not forget Mr Google 🙂 .
But how do you judge which is best, and more exactly which is best for you? Do you try it and then see? Do you spend all the money and then count up the results and hope it turned out for the best? These are pretty standard questions for the single practitioner who does all the clinical, as well as all the business administrative… and the marketing. They know their area of expertise, they are experts in their field, but the how-to’s of marketing and getting in those new patients- that is something not part of the standard health care professional’s curriculum.
It’s best when you are entering a new field to choose a couple simple true data to be your stable data for that area, once you have those you can build on those and your certainty and effectiveness can rise. So let’s choose one: we believe we must outflow marketing products(mail, website, flyers, etc) about ourselves to get in new patients. And of course you have that one because you are reading this blog so you already believe you must market your services to get more new patients- great!
And a second stable datum is that any marketing you do must be tracked, and that means any marketing money must be verified with people or money in the door. Without proper tracking you’ll never know whether it was good marketing or not- why? Because no statistics exist to back it up. So that’s number 2, track everything and only decide if it was good marketing or bad marketing based on your stats, your results- and nothing else.
There are many ways to track marketing, it can be as simple as your receptionist keeping a ledger and asking each patient how they heard about you. But sometimes things get busy and that drops out, its true. The best way I’ve seen to tracking marketing is with call tracking- its a phone number like your office number which you purchase to go on your specific marketing such as a local flyer your distribute in your neighborhood. That number when called transfers automatically to your actual office number. You answer the call like normal, etc. But that call is automatically recorded and tallied up and at the end of the week or month you can see how many people called or came into your office from that piece of marketing. You can even record the calls for quality control.
The real key to controlling your marketing campaigns so that they give results you want is tracking. And every successful marketing campaign is always tracked, how else would you know if was successful?
Stable data like these are the fundamentals of what good marketing campaigns are built on. Email me today at firstname.lastname@example.org to find out more about how tracking your marketing results can be put to use in your practice.