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Getting your staff involved Staff members are a huge part of internal marketing—from the way they greet patients to what they say to patients while they’re in the chair, Bailey said. The message should be consistent, and staff members are key to making that happen. If staff members know their roles and perform them well, patients will be more comfortable. If patients are comfortable, they’re more likely to come back and to talk about how great your practice is to family and friends. It comes down to building trust and giving your patients an experience that makes them want to come back. Now’s the time “This is the moment for proactive dental professionals to realize that while other guys are holding back, this is when you go out there and start to invest in marketing,” Spiel said. “But you don’t want to do the shot gun method. You have to have a clear plan and know who you are, what you offer, how to get your message out there effectively, and who you are marketing to. Every bit of market share you pick up now will pick up huge dividends once this recession starts to turn around.” This is the time to have confidence in your skills and to target a marketing message to specific types of patients. Marketing isn’t dirty and you shouldn’t see it as selling yourself. It’s a way to let people know how great you are so they have the opportunity to benefit from your work. “Don’t market dentistry—that’s not what you’re selling,” Bailey said. “You’re selling hope, health, confidence and/or beauty. That’s what your marketing efforts should be about.”
Renee Knight is a senior editor for DPR. Contact her at rknight@advanstar.com.
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