There are many different factors to consider with a marketing plan. All of these things can have an impact on the results you’re seeing from your marketing strategy. It’s important that you’re realistic with your expectations and realize the things you need to focus on to get results. Competition and budget are the biggest things to consider when you’re setting expectations for your marketing efforts.
Where your dental practice is located helps determine your competition and visibility. If you’re in a heavily populated area, it’s going to be harder to attract patients to your office. It’s easier when you’re in a small area and have name recognition. But location matters, too, even the area of town you’re in. Is it a place that’s convenient and gets a lot of foot traffic? Or is it more hidden away on a side street?
A good way to stand out is to make your practice the go-to destination for certain services. Maybe you’ve had advanced training in dental implants or are dedicated to cosmetic dentistry. Make yourself the expert authority on certain services in your area to get more patients for these cases in the door.
Who’s Your Competition?
To beat out your competition, you have to know more about them and what they offer. Direct competitors are practices that have exactly the same experience and services as you. Indirect competitors are ones that offer something similar to what you provide. Direct competitors are the bigger obstacles to your business, but indirect competitors can always change their services and expand into the area you specialize in.
Look at the services they offer and what kind of deals they advertise. You also want to analyze their marketing strategy and target demographics. Are they going after the same groups of people you want to target? What are they doing with their marketing efforts, and do they appear to be successful? All of this is important for creating your own marketing plan.
Once you know enough about your competitors, you know what to focus on to make your practice stand out. Highlight services you offer that they don’t. Make sure your expertise is on display, and you highlight unique technology and training offered at your office. What marketing techniques and avenues can you explore that will give you an edge over the competition?
The Importance of Budget
Once you know your competition, it’s time to think about the budget. If you have various competitors and are in a busy area, you’ll need to commit more money to marketing than those in rural areas. You have to be realistic about your budget, too. You aren’t going to become the top practice in the area if your marketing budget is minuscule.
When you’re working with us, we’ll do an analysis to determine what your budget should be. If you’re a new practice, the marketing plan is approached differently than if you’re a successful, established practice. An established practice that’s on the decline will have different needs as well. We work with you every step of the way, changing techniques to ensure you’re always getting the best for your practice.
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