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What is the Biggest Step You Are Skipping With Your Marketing?

The major thing that dentists are skipping in their marketing (and I did it, too, once upon a time), is to decide who they want to be before throwing a bunch of marketing out there.
The reason is that not knowing who you are (or who your company is trying to be) is confusing to your target market.
Statistically speaking, a confused patient has trouble making a decision.
It’s not easy to get someone through the door, let alone, to accept our recommended treatment if they don’t understand what we can do for them. There are so many wonderful choices in dentistry today. We can be the dentist that helps severely anxious patients, the cosmetic specialist, the sleep apnea expert, or the implant dentist. So many choices, but patients will not get to you if you are not clear who your practice wants to serve. The great news is that we don’t have to choose just one thing – but we do have to choose.

I just had lunch with one of my favorite people in the world, a dear friend who is a banking executive in marketing for the company. Even her bank is spending time, energy and money to decide who they are and what customers are right for them. It doesn’t mean that they are turning down business left and right, but they are working hard to determine who they want to be for their customers.

Banks and every other company need to do this – what are you planning to do?

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