Are You Connecting Effectively With Your Audience?
Are You Connecting Effectively
With Your Audience?
Every evening, I take a walk around my neighborhood and notice all sorts of promotional strategies from various businesses. It got me thinking about what works and what doesn’t, and I thought I’d share some of my insights.
A new dental office just opened up nearby, and here’s what caught my eye.
“Accepting New Patients” is prominently displayed everywhere I look; on the building, in the window and on the sidewalk.
Doesn’t every new dental office accept new patients? Especially one that’s just recently opened and looking for bookings?
Since this message is already prominently displayed in the window, repeating it above the storefront sign doesn’t add any new value either.
Emphasizing their unique selling points would make their promotion stand out among near-by practices.
This message board could be better used instead to promote something more specific and attractive, like “State-of-the-Art Equipment” or “Walk-ins Welcome.”
By focusing on what truly sets them apart, this dental office could turn casual passersby into loyal patients.
In my experience, it’s rare to find a dental practice that doesn’t welcome new patients. Maybe some of the long-established practices, booked up with regulars, might turn away new clients, but that’s pretty uncommon. Yet, you see this message, “Accepting New Patients” in a lot of places as a key promotional message.
This is not a compelling “hot button” based on surveys that would make someone walk in. There are ten other dental practices within a 20-minute radius, all accepting new patients too!
This makes the phrase a wasted, unresearched use of words, potentially losing out on new patients. A more targeted and thoughtful message could attract patients more effectively.
Instead of repeating the same, unsurveyed message, the dental office could benefit from highlighting the unique aspects of their practice.
For instance, they could promote services like advanced dental technology, extended office hours, or even special discounts for first-time patients.
By crafting a more compelling and clear message they could attract more new patients and make a stronger impact in the community.
The idea is to offer something that other practices might not have. Conduct a survey to find out what the local community values most in dental care.
Instead of making assumptions, take the time to discover what your potential customers in your area are truly looking for and then deliver on those needs.
Conduct surveys, engage with the community, and gather feedback to ensure your services align with their expectations. This proactive approach will help build trust and attract new patients organically.
For example, my wife and I once had dental work done without drugs by an amazing dentist in downtown Toronto.
He used acupuncture to remove our old fillings. We felt no pain during the procedure and didn’t need any drugs. That was his unique selling proposition!
In the US, there is a dentist who stands out by using a 3D intra-oral camera capable of detecting bacteria that traditional cameras miss. This advanced technology sets them apart, as not many dentists have adopted it.
Additionally, they offer Dental Ozone Therapy—a service that sparks my curiosity. Mystery sells; we want to discover what we don’t yet understand.
Their marketing strategy continues with their “Crowns in one day” service. They already had my interest, but their website further impressed me with their promotion of “Oral Cancer Exams,” something rarely advertised and highly attention-grabbing. This dental practice is truly unique and impressive.
During a recent visit to the area, I walked in as an emergency, first-time patient. Despite the urgency, I received a discounted rate, which included an x-ray and a quick assessment before providing the dental assistance.
Effective marketing goes beyond cliché phrases and focuses on highlighting unique services and benefits that set a business apart.
By understanding and responding to community needs through targeted messages and innovative offerings—such as advanced technology, special treatments like Dental Ozone Therapy, and convenient services like “Crowns in one day”—your busines can attract and retain customers more effectively.
This approach not only enhances visibility but also builds your reputation for excellence, ensuring sustainable growth and customer satisfaction in a competitive market.
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