Spring / Summer 2008

“Advertising / Marketing” – for new patients.

This month, our thoughts are turning to advertising. Not in magazines or local papers, but the more “informal” way by of word-of-mouth.

In advertising / marketing speak, this is often known as word-of-mouth marketing. This is nothing new, but it worth considering in a proactive way. People always talk favourably about products and services of which they have had a good experience or that they like, and at the same time are not slow in telling everyone about those they do not like or would not recommend.

Over the last few years there has been a rising trend to word-of-mouth marketing from the increased and widespread use of the Internet, which has created avenues for people to share experiences in new ways. How often do we hear of people “checking” all about a product or service on the Internet? It is important to ensure that what is being found or heard is good!

Therefore, it is important that all patients leave the practice with a “positive” outlook on their dental experience. Then they will talk about the Practice in those positive terms.

So how can we achieve this? Perhaps it is worth considering whether we ask for referrals from our patients? Do we ask them if they are satisfied with their treatment and would they recommend us to friends / family? Have we considered if all family members attend our Practice and if not, asking patients to invite those persons to attend as patients in the future. Incentives can be offered if necessary – free initial consultation for example for a family member not currently a patient of the Practice. Another idea is to collect testimonials from satisfied patients and publish them on the Practice website, or use email or flyer campaigns with incentive offers to spread the word. The key is to find a way of getting people talking about your Practice. It is important to have excellent communication with your patients – if they feel you are interested in their well-being, the feel-good factor will work to your advantage.

In 2007, many American companies began proactively adopting a word-of-mouth approach to advertising, as did many in the UK. So perhaps there is something we can learn from that, to enhance our own businesses. Word-of-mouth is more cost effective than a glossy advertisement in a magazine!