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    How to "no" your way to dental marketing success

    Five ways to craft your practice’s customized marketing strategy

    Remember the Jim Carrey movie, Yes Man? In it, Carrey’s character is challenged to say “yes” to everything that he’s presented with. Of course, embellishments abound, craziness ensues and he ultimately realizes the value of the word “no.” While this may just be the plot of a fictional Hollywood movie, there’s a lesson here for dentists: Don’t say yes to every opportunity, especially when it comes to dental marketing.

    In my lecturing and consulting, I find that it’s not uncommon for a dental office’s front desk staff to field 20-30 calls per week from a variety of salespeople promising to push a flood of new patients through the practice’s front door. The problem is that marketing doesn’t often produce instantaneous results, causing frustration on the part of the dentist – and the front desk – when yet another new marketing activity is quickly deemed a failure.

    More from Naomi Cooper: Goodwill Hunting: Branding and tax implications

    This is an all-too-common scenario when there’s no marketing plan in place; without a strategy, every marketing decision is made in a vacuum of time and information – and is much more likely to sound like a good idea in the moment than when it’s analyzed under the microscope of an annual budgeting process.

    The reality is that marketing must be customized to the practice’s needs, and that even the most successful tactics overall won’t work for every dental practice every time. So before spending any more of your hard-earned marketing dollars, embrace the power of NO and commit to not signing any new contracts until an annual marketing budget and plan are set.  And as another year winds down, now is the perfect time to develop a dental marketing plan for 2016.

    Related reading: Top tips for designing a modern dental practice website

    Continue to the next page to see the five steps to help any dentist begin crafting their customized strategy.

     

    Naomi Cooper
    Naomi Cooper is President of Minoa Marketing and CEO and CEO and co-founder of Doctor Distillery. Naomi is a respected dental marketing ...

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