9 steps to effectively advertise new services for a higher profit [VIDEO]

June 5, 2014

Let's say you've decided recently to offer a new service to your patients. Maybe you are offering E4D CAD/CAM technology that you are excited about; however, your patients don’t even know you have this slick new CAD/CAM unit.

Let's say you've decided recently to offer a new service to your patients. Maybe you are offering E4D CAD/CAM technology that you are excited about; however, your patients don’t even know you have this slick new CAD/CAM unit.

How can that be possible? 

You put it on your website. You mentioned CAD/CAM technology to a few of your patients and you have it placed prominently in the hallway so that your patients have to see it on the way to the Operatory Room. So why is it not taking off like you had hope?

In order for patients to fully be aware of your new offering, they have to hear, see, or experience it a minimum of five to seven times. And they need to know the benefit of it to them.

So what is the benefit of CAD/CAM? Same day dentistry. One visit crowns. Time is money to your patients. And the fewer amount of time that they have to spend away from work, family, or life in general is a huge win. Make sure they understand this by employing a full marketing campaign to educate your patients on the benefits of CAD/CAM.

1. First, clearly define your message.

2. Secondly, make sure the team writes their own verbal skills on how to mention this new technology to ALL your patients. Let the team say in their own words how it is beneficial.  Practice what you are going to say with each other until it becomes comfortable. Then share the message with your patients! You may even want to show off the equipment – especially CAD/CAM.  It’s pretty slick.

3. Update your website with the new technology. Place an easy to see hot spot on your home page directing the patient to more information about it. Remember to use your laymen’s term definition that focuses on patient information. Not technical and clinical information interesting only to use dental folks.

4. Send an email to your patients announcing the new benefit and service  to your patients. Be sure to include a link back to your website.

5. Post information and possibly patient testimonials about it on your social media sites. If you are adventurous, film a .90-second or less video on it.

6. Create a hand out to give to your patients while they are in the office.

7. Send a letter or postcard to your patients announcing the new service.

8. Include information on the service in your practice newsletter.

9. And finally, have signage throughout the office describing the benefits of the new  service or product.

Many companies already have pre-made marketing materials that you can use to help supplement your marketing plan.  Check with you sales rep and utilize all the materials that they have. They are a great resource as several of these companies are already marketing directly to patients. Their pieces are professional and effective. And they allow you to ride the coat tails of a larger marketing strategy.

The more your make your patients aware of the new service and how it improves their dental experience – the more quickly you will realize your investment.